Categories across consumer goods and consumer health
Beverage
Beer
Premium lagers continue gaining share. The interesting reset is in the value tier, where private label premium is now matching pace.
Beverages
Bottled water
Coffee
Cold coffee is the standout 2026 growth segment. Capsule is mature; premium tier expansion is now the lever.
Functional & wellness drinks
Juices & smoothies
Plant-based beverages
Soft drinks
Sparkling water
Volume up double digits but private label is taking most of the upside. Branded growth depends on premium tier expansion.
Sports & energy
Tea
Consumer health
Allergy
Analgesics, OTC
Pharmacy-only premium tier is holding firm. Mass-market promo intensity is creeping up after a quiet 2024.
Consumer Health & OTC
Cough and cold, OTC
Mass-market promo intensity rose 6 points in early 2026. The pharmacy premium tier is largely holding.
Cough, cold & flu
Digestive health
Eye, foot & oral health
First aid
Pain relief
Sexual wellness
Sleep aids
Smoking cessation
Vitamins & supplements
Food
Bakery
Baking ingredients
Better-for-you snacks
Biscuits
Promo intensity is cooling. The interesting move in 2026 is selective trade-up rather than further trade-down.
Bread & rolls
Butter & spreads
Cakes & pastries
Cereal
Cheese
Chocolate
Pre-2022 pack sizes are quietly returning across European confectionery. Private label premium is reshaping shelf space.
Cocoa & cacao
Confectionery
Cookies
Cooking & Pantry
Crackers & breadsticks
Cream
Dairy & Alternatives
Fresh meat
Frozen bakery
Frozen breakfast
Frozen desserts
Frozen Food
Frozen meals
Frozen pizza
Frozen veg & fruit
Fruit & granola bars
Gum
Ice cream
Meat snacks
Meat, Poultry & Seafood
Milk
Mints
Nuts & seeds
Oils & vinegars
Pasta, rice & grains
Plant-based dairy
Plant-based meat
Popcorn & pretzels
Poultry
Processed meats & deli
Salty snacks
Sauces & condiments
Seafood
Snacks
Soup
Spices & seasonings
Sugar candy
Tortillas & wraps
Yogurt
Mix-led growth has taken over from rate. Premium tier expansion is the structural story across protein, plant-based, and Greek-style.