Demand Planning Secrets from $100M CPG Brands

Behind every fast-scaling consumer brand is one secret weapon: exceptional demand planning. It’s what separates companies that react to the market from those that predict it — ensuring the right product is in the right place at the right time, every time.

At Kedia Consultants, we’ve helped brands from $5M to $100M unlock operational excellence through smarter forecasting and planning. Here’s what the best-performing CPG brands get right.

1. They Plan Cross-Functionally, Not in Silos

Demand planning isn’t just a supply chain function. The best companies bring together sales, finance, operations, and marketing for collaborative S&OP (Sales and Operations Planning).

Why it works: Cross-functional planning ensures that promotions, purchasing, and production align with real sales data — preventing both excess inventory and costly stockouts.

2. They Build Forecasts on Data, Not Gut Feel

Top CPG brands rely on a blend of historical data, POS trends, and predictive analytics. They use modern planning tools integrated with ERP systems to continuously refine forecasts based on real-time demand signals.

Why it works: Data-based forecasting improves accuracy and allows teams to adapt quickly when market conditions shift.

3. They Balance Growth with Cash Flow

Rapid expansion can easily strain cash flow. Leading brands integrate demand plans with financial models, tying purchasing and production to forward-looking cash flow analysis.

Why it works: They never overcommit on inventory — freeing up working capital while still meeting customer demand.

4. They Embrace Scenario Planning

Top operators don’t just plan for one outcome — they prepare for many. Scenario modeling allows them to understand the impact of a 10% sales spike, a shipment delay, or a raw material shortage.

Why it works: They can pivot instantly, maintaining service levels even under pressure.

5. They Continuously Review and Adjust

The best brands treat demand planning as a living process. They conduct monthly forecast reviews, learn from past variances, and update models accordingly.

Why it works: Continuous refinement leads to continuous improvement — and ultimately, stronger profitability and reliability.

At Kedia Consultants, we help emerging and mid-market CPG brands implement world-class demand planning systems, from S&OP to inventory optimization. Whether you’re expanding into retail or scaling production, our goal is simple — make growth predictable, profitable, and sustainable.