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.
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.
Private label dynamics
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.
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.