As brands move beyond pandemic-era disruption, outsourcing strategies are sharper and expectations higher. In a recent Packaging World reader survey, CPGs wrote in a lot of opinions. They’re confident in the co-man model—but clear about where partners need to step up.
1. Better communication and responsiveness
This was the top concern for the write-in survey respondents. “They are notorious for being poor communicators,” said one brand owner. “We were ghosted for weeks—it adds to uncertainty and stress.”
Others called for dedicated liaisons focused solely on their business and clearer production timelines “from start to finish.” In short: fewer surprises, faster answers.
2. Greater transparency
Brands want more visibility into both costs and operations. “We need clearer discussions around costing and price increases,” one respondent wrote. Another asked for “the ability to show up and inspect any time.”
Some also cited the need for more standardized, streamlined processes, such as uniform ingredient ordering. The message: open books and open doors build trust.
3. Increased flexibility for variable demand
Demand swings are the norm, and brands expect partners to adjust quickly. Respondents told us that they think co-mans should be able to better respond faster to volume changes, optimize for variable demand, and accommodate smaller production runs. Agility is increasingly a competitive differentiator.
4. Consistent runs…and innovation
Quality drift after initial runs is a frustration. “First runs are always good, but subsequent runs more lax,” one CPG representative noted.
At the same time, brands want proactive innovation—new packaging technologies, fresh formats, and ideas brought forward without being asked.
For many CPGs, the bottom line is simple: they want to trust that external partners are as committed to quality as their own in-house teams. When that alignment is there, the value of the relationship extends well beyond capacity: it becomes a growth engine for both sides. And it almost definitely will lead to repeat business, many respondents implied.
Look for the full 2026 Annual Outlook Report—including a forecast of how much brands are expected to outsource and why—in the coming weeks.
