Loyalty & personalisation
Loyalty in 2026: The Next Era Will Be Earned, Not Bought, and AI Is Deciding Who Shows Up
Tesco Clubcard, Kroger Boost, and Albertsons for U are each moving toward AI-driven personalisation at the household level, and that shift is changing which brands even get seen by the shopper.
Loyalty in 2026: AI Personalisation Is Rewriting the Rules of the Shopper Relationship
Tesco Clubcard, Kroger Boost, and Albertsons for U are moving from points mechanics to household-level AI offers, and the brands still treating loyalty as a media buy are funding their own replacement.
Loyalty in 2026: Why the Next Era Will Be Earned, Not Bought
AI-driven personalisation is pulling grocery loyalty programmes away from blanket discounts and toward SKU-level relevance, and the brands still treating these programmes as a discount channel are falling behind.
Social commerce & live shopping
TikTok Shop at $20 Billion: The Margin Reality CPG Brands Cannot Keep Ignoring
Livestream sessions are now a genuine FMCG discovery channel, but creator fees, platform commissions, and promotional depth mean most CPG brands are funding awareness, not profit.
TikTok Shop at $20 Billion: What CPG Brands Still Get Wrong About Social Commerce Margins
Livestream sessions are now a genuine FMCG discovery channel, but most brands are running social commerce as a subsidized awareness play while the margin leaves with the creator.
TikTok Shop, Livestream FMCG, and the Margin Gap CPG Brands Are Not Closing
Social commerce is now a genuine FMCG discovery channel, but most CPG brands are funding awareness at the cost of margin and calling it a growth strategy.
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.
Omnichannel shopper journey
The Omnichannel Shopper in 2026: Trip Missions Are Fragmenting Faster Than Your Channel Strategy Can Follow
Quick commerce now captures the majority of online FMCG sales in India, click-and-collect dynamics are reshaping Western baskets, and the measurement gap across channels remains the biggest unresolved problem for commercial teams.
The Omnichannel Shopper in 2026: Trip Missions Are Fragmenting and the Measurement Gap Is Getting Expensive
Amazon's claim to second-largest U.S. grocer status, click-and-collect momentum, and the path-to-purchase measurement gap that commercial leaders can no longer afford to ignore.
Sustainability claims & regulation
The EU Green Claims Directive Is Arriving: What Brands Must Stop Saying by September 2026
With the EU Green Claims Directive enforceable from September 2026, brands face a hard choice between verifiable specificity and legal exposure across every SKU in EU distribution.
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.
Health & wellness as shopper trigger
Protein, GLP-1, and Smaller Packs: Health Is Now the Shopper's Default Filter in 2026
Circana and Food Dive data put GLP-1 household penetration at 23 percent today and 35 percent by 2030, but the bigger commercial signal is the broad health lens those drugs have normalised across the entire shopper base.
Oral GLP-1s, Protein Demand, and Clean Label: How Health Is Hardwiring a New Shopper Default in 2026
As oral GLP-1 medications extend appetite suppression for years and protein demand keeps climbing, health is no longer a segment filter but the shopper's baseline expectation across every category.
GLP-1, Protein Demand, and Pack Shifts: How Health Is Rewriting the Shopper's Default Settings in 2026
GLP-1 adoption, rising protein demand, and single-portion pack shifts are restructuring what shoppers reach for, forcing brands to rethink their portfolio architecture now rather than later.
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.