#5 - Unpacking CPG Trends — from GLP-1s to New Pockets of Growth

How can companies achieve real measurement, meaningful household growth, and true accountability in a fragmented, fast-moving marketplace? That’s one of the biggest questions and pressing challenges facing brands and retailers today. In this episode, Cara Pratt, President, Global Retail and Media, at Circana, is joined by DeeDee McCoy, Director of Omnichannel Marketing at Chomps, and David Parisi, SVP of Client Partnerships at Ibotta, to unpack the real barriers holding brands back from peak performance and what’s needed in the culture of measurement going forward.

Dynamics are always shifting in the CPG world, and in today’s market, avenues for growth range from health and wellness to AI-driven personalization to a renewed focus on fundamentals. Wei Lin Wong, Circana’s president of CPG, joins the podcast to share the latest ripple effects of GLP-1 medications and explore other opportunities for businesses still navigating stiff headwinds.

Even as uncertainty continues in the overall marketplace, foodservice operators have reasons for optimism and opportunities for growth. David Portalatin, SVP and industry advisor, food and foodservice at Circana, joins the podcast and unpacks what’s happening – and could happen – in the away-from-home arena.

Television is entering one of its most consequential moments, as marketers face more choices, faster innovation, and higher expectations for accountability. This episode brings together Dave Slowik of Circana and Chris Grillo of Tubi for a focused conversation about how TV is evolving into a more accountable, commerce-connected growth engine and what planners should prioritize during this Upfront and NewFront cycle. 

Sally Lyons Wyatt, Circana’s Global EVP & Chief Advisor, Consumer Goods & Foodservice Insights, joins the podcast to explore the fascinating dynamics of today’s unprecedented multigenerational marketplace. Building on CEO Stuart Aitken’s recent emphasis on the importance of life stages in the modern market, Sally dives into key trends and actionable insights for brands looking to connect with their customers. In this episode, she unpacks: How an unprecedented seven generations are making this market the most demographically diverse Why brands must adopt multi-layered approaches that respect generational diversity Opportunities for innovation to meet the needs of younger consumers who are spending more on food and beverages The emergence of AI as a co-creator that accelerates innovation, optimizes formulations, and personalizes consumer experiences Stay tuned for regular episodes packed with insights to keep you informed, inspired, and ready to shape the future with confidence.

Circana’s President and CEO, Stuart Aitken, joins the podcast and unpacks: The ways in which AI is becoming embedded in everyday decisions, transforming how consumers live and how businesses operate. How consumers are showing remarkable resilience and intentionality in today’s dynamic marketplace. What businesses need to know about navigating an unprecedented six-generation landscape. Stay tuned for monthly episodes designed to keep you informed, inspired, and ready to shape the future with confidence.    

There are more stories to share from Circana’s New Product Pacesetters, our annual roundup of the top-selling CPG new products. In this special episode, Joan Driggs and Lisa Maas dive into the role social media and influencers have in new CPG product launches. From grandma bands and pickleball tournaments, to merch and in-store engagement, learn what successful connection looks like. Highlights: Marketing Strategies: Learn about effective marketing efforts, including social media campaigns, influencer partnerships, and grassroots initiatives that drove these products to success. Consumer Engagement: Understand how CELSIUS Essentials performance drinks, Liquid Death Iced Tea, and Barebells protein bars are connecting with their target audiences through unique and relatable content. New Product Pacesetters: Read the full report and watch the webinar replay to learn more.

For the past six years, Circana has collaborated with NYU's Stern Center for Sustainable Business to produce a report on sustainability in the consumer packaged goods (CPG) marketplace. While sustainability-marked products in the U.S. continue to gain share, their research shows that shares of sustainability-marked products are much larger in the UK and Germany. This episode dives into the comparison between the U.S., UK, and Germany, offering insights and inspiration for CPG manufacturers and retailers. Highlights: Many categories with low shares of sustainability-marked products in the U.S. have high shares in EMEA. U.S. manufacturers should revisit claims that matter to shoppers. A market leader moving to sustainability drives the trend for the category. Failing to do so opens the door for challenger brands, which could erode loyalty and share. In Europe, much of the increase in sales of sustainable products is driven by retailers. European retailers are incentivized to adopt sustainable practices, with regulations providing both incentives and penalties. European consumers consider the lack of sustainability to be a barrier to trial.

There are more than 150,000 convenience stores across the U.S., and while multiple chains make up the majority, these typically small-format stores can vary widely from urban to suburban to rural. To some consumers, it might be the store where they purchase auto fuel. For others, it serves as their local grocer or a place to grab morning coffee. Circana’s Anthony Dostal, director of retail insights for the convenience channel, talks about the state of the convenience channel, including consumer behavior, competition, and strategies for growth. Highlights: While location and price remain the primary influencers of convenience store selection, the quality of products and services is becoming an increasingly significant factor. Inflation and economic headwinds are affecting discretionary purchases and driving consumers to look for better value. The competitive arena for c-stores is vast, and includes other convenience stores, grocery, dollar, club, and quick service restaurants. Foodservice is a top opportunity for regaining traffic and sales in c-stores, but other opportunities include expanding private label offerings and leveraging loyalty programs. Some retailers are leaning into digital engagement, including ordering and home delivery.

Household spending has shifted due to high inflation and economic uncertainty. Consumers are prioritizing essential items like groceries while often forgoing discretionary purchases, including games, apparel, and prestige beauty. Circana’s Sally Lyons Wyatt, global EVP and chief advisor for consumer goods and foodservice insights, and Adam Mellott, vice president of consumer and shopper insights, provide valuable insights into the current state of household spending, the role of retailers, and the resilience of consumers during challenging times. Highlights: Consumers are carefully weighing their options at the shelf, which doesn’t necessarily mean the end of indulgent and premium purchases. Many retailers, notably within the dollar channel, are putting value – including convenience and affordability – front and center, which is proving attractive to a wider audience of shoppers. Urban and rural consumers are reacting to economic uncertainty in different ways, which will impact product assortments, oftentimes within the same retail chain.   While tariffs haven’t impacted CPG prices yet, consumers will be tracking prices carefully. Innovation – from product development to assortment – can be critical to locking in consumer loyalty during challenging times.