Where do you expect to see the highest revenue growth over the next five years?
Retail, outlets
Direct-to-consumer (third party fulfillment)
Direct-to-consumer (self-enabled)
Wholesale, resellers
*Note: Figures for channel revenue share calculated as the average for each channel. Totals may not add up due to rounding.
Qs: What percentage of your company’s sales are conducted through each of the following channels currently? (Percentage input.) What percentage of your company’s sales are planned to be conducted through each of the following channels in five years time? (Percentage input.)
Base: 207
Source: PwC CPG Executive Survey 2025
Retail still dominates the mix, but growth from self-enabled DTC is on the rise
Percentage point change of each channel’s revenue share in 5 years
+5
+1
-3
-3
Direct-to-consumer (self-enabled)
Direct-to-consumer (third party fulfillment)
Retail, outlets
Wholesale, retailers
2030 projected sales channel revenue share
49%
11%
15%
24%
Retail, outlets
52%
Wholesale, retailers
27%
Direct-to-consumer (self-enabled)
10%
Direct-to-consumer (third party fulfillment)
10%
2025 sales channel revenue share
Wholesale, retailers
Retail, outlets
Direct-to-consumer (third-party fulfillment)
Direct-to-consumer (self-enabled)