Health & wellness as shopper trigger
GLP-1, Protein, and Portion Shifts: Health Is Now the Shopper's Default Lens
GLP-1 adoption, surging protein demand, and single-portion pack shifts are reshaping what shoppers buy, how much they buy, and which brands win their basket in 2026.
Sustainability claims & regulation
The EU Green Claims Directive Is Nine Months Away and Most Brands Are Not Ready
With enforcement starting September 2026, vague sustainability language on pack and in advertising shifts from a reputational risk to a legal one, and the brands that stay quiet face a different problem entirely.
Social commerce & live shopping
Social Commerce in 2026: TikTok Shop's $20B Moment and the Margin Reality CPG Brands Are Avoiding
TikTok Shop is crossing $20 billion in gross sales, live shopping is pulling FMCG shoppers into impulse discovery, but the margin math behind creator-led commerce is harder than the brand-awareness story most CPG teams are telling internally.
Shopper demographics & segments
The 2026 Shopper Is Not One Person: What Generational Fragmentation Means for Your Range
From Gen Alpha entering grocery to older consumers seeking longevity nutrition, the shopper base is pulling in four directions at once, and a single range strategy will not cover it.
Retail media networks
Retail Media Networks in 2026: Where the Budget Is Going and What You Still Cannot Measure
CPG brands are sending close to 40 percent of their ad budgets into retail media networks, but the tools to prove what that spending actually buys are still catching up to the dollars.
Retail Media Networks in 2026: The Budget Is Massive and the Proof Is Still Thin
CPG brands are on track to direct half of all ad spend through retail media networks, but the measurement tools needed to justify that allocation are nowhere near ready.