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.
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.
Retail media networks
Retail Media Networks in 2026: The $140 Billion Market Where Proof Still Lags the Spend
CPG brands are routing nearly 40 percent of ad budgets through retail media networks, but incrementality measurement has not caught up with the money, and that gap is where budget gets wasted.
Retail Media in 2026: The $140 Billion Market Where Measurement Still Lags the Money
CPG brands are directing 39 percent of ad spend through retail media networks and expect to reach 50 percent, but the tools to prove what that money actually buys remain underdeveloped.
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.
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.
Private label dynamics
Private Label in 2026: Share Holds, Premium Accelerates, and the Cost Wave Makes the Gap Wider
With Western European retailer-brand share near 30 percent and US share above 21 percent, private label is no longer retreating after inflation. The premium tier is pulling ahead, and a second cost wave is making national brands harder to justify at shelf.
Private Label in 2026: Share Sticks, Premium Tier Accelerates, and the Gap Between Retailer Brands and National Brands Is Narrowing Fast
Western European retailer-brand share sits near 30 percent and the US is above 21 percent. The real story is what is happening at the top of the range, where premium private label is pulling in shoppers who were never just looking for the cheapest option.
Private Label in 2026: Share Gains Stick, Premium Tier Accelerates, and Retailer Brands Get Serious
Western Europe's private label share is closing in on 30 percent and the US is past 21 percent, but the real story is what is happening at the premium end of the shelf and who is investing to own it.