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.
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.
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.
In-store experience & digital shelf
In-Store Experience in 2026: Discovery Zones, Digital Shelf Signals, and the Confidence Gap
Physical stores are reclaiming their role as discovery engines, but only when digital shelf tools like QR codes, ratings, and planogrammed sampling close the gap between browsing and buying.