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.
Omnichannel shopper journey
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.