5 Big Consumer Trends in the CPG Industry for 2026

The CPG landscape is shifting fast. Shoppers are rethinking how they buy everyday essentials, and which brands deserve their loyalty.  

Not only do consumers compare product prices and share their reviews on social media, they’re asking tougher questions: Is the product worth the splurge? Does it offer enough value to look past the cost? And of course, all of this is influencing their purchasing behavior.  

We analyzed 286 million of online consumer conversations relating to CPG using Brandwatch Consumer Research. 

Below, we'll explore five big CPG trends brands and marketers need to be aware of going into 2026.  

Let’s get to it. 

Trend #1 Spending power is declining

Shoppers are getting less for their money, and they focus on value. 

Money is on consumers’ minds. Recent studies show that 74% of consumers globally are concerned about rising prices for everyday purchases.  

Mounting financial pressure is a recurring theme in CPG conversations, from South Africa to Canada and the US. It’s especially prominent when people talk about groceries.  

Conversations like these about prices and groceries grew 10% in 2025 compared to the previous year, continuing a five-year upward trend. When we zoomed out beyond CPG and looked at mentions of prices and costs across all online conversations, we saw a 12% increase compared to 2024, showing that this concern extends far beyond the grocery aisle. 

To navigate rising costs, consumers are becoming laser-focused on value for money. Some are making obvious swaps – cooking at home instead of ordering takeout. Others switch to cheaper brands and bulk shopping with wholesalers.  

Batch cooking has also emerged as a popular topic in these conversations, with kitchen gadgets playing an important role in meal prepping. (Our research into food trends shows air fryers are especially popular among people looking to stay healthy on a budget.) 

Shoppers will continue stretching their budgets in creative ways – and it’ll extend beyond food. Brands that want to win with price-conscious consumers should go beyond discounts and focus on communicating clear value.  

For consumer electronics brands that could mean offering tiered product lines, ranging from basic models with limited features (think slow cookers with only three heat options: low, medium, and high) to advanced, programmable multi-cookers. Other CPG brands might consider offering product bundles (for example, hair and skincare bundles), flexible sizes, transparent pricing that helps shoppers make decisions about how to spend their budgets. 

Trend #2: Perceived value wins consumers over

Emotional connections justify premium spending – even on tight budgets. 

Despite mounting financial pressures, consumers are willing to spend money when products deliver benefits beyond basic functionality. The "worth it" threshold isn’t just about quality and price; it’s about how purchases make people feel.  

According to a recent Deloitte study, as much as 40% of consumer perceptions of a brand’s value stem from factors other than price. Emotions play into whether consumers feel something is “worth it” – and they'll pay more when brands get this right.  

What constitutes value for consumers may not always be obvious. Sometimes it's aspirational, something "flex-worthy" to share on Instagram or show off to friends. Other times, it's deeply personal, like a specific scent or comfort food that brings back childhood memories. Or it could be a product that delivers a confidence boost. 

Consumers spend when brands nail and properly communicate the value equation.  

Brands shouldn’t compete on price alone; they need to compete on emotional payoff. Think about creating value that extends beyond the product's direct purpose, something compelling enough to get customers off the couch and go looking for your brand.  

Trend #3 Quality and connection keep local shopping alive

Local stores compete on experience, not price.  

In-person retail traffic is still far below pre-pandemic levels. Although, a recent study found that 65% of consumers say they want to shop locally – they just can’t do so as often as they’d like. So, what’s stopping them? 

In online discussions, shoppers often compare prices and product selection between local stores and online marketplaces. Many note that while local stores are more convenient, they often have higher prices and limited product availability. 

Local businesses win consumer loyalty when they deliver consistently – whether through exceptional service or superior product quality, or both. 

Personal connections create the strongest loyalty. When store employees know their customers and make them feel valued, shoppers keep coming back, even when prices run a bit higher. There’s something about supporting a business that actually knows you. It creates a bond that goes beyond comparing price tags. 

Consumers are always weighing their options: price versus convenience, quality versus cost, quick transaction or feeling good about supporting a neighborhood business. For brands selling through local retailers, the winning strategy isn’t trying to beat prices; it’s focusing on what local stores do best: staff expertise, immediate availability, and personalized service.  

Trend #4 AI is quietly eroding trust in CPG

Consumers want convenience but not at the cost of feeling exploited.  

Mentions of AI in shopping-related conversations surged 117% in 2025 compared to the previous year, continuing a sharp upward trend we’ve witnessed in the last three years. 

For shoppers, AI powers personalized experiences, like virtual try-ons, product recommendations, and streamlined checkout. But this convenience often raises concerns with consumers.  

Many shoppers are growing skeptical about what AI means for their personal data. They question what happens with their shopping patterns and browsing history, and they feel uncomfortable when personalization feels too personal. A recent study shows that 66% of shoppers say no to letting AI make purchases for them, even if it automatically tracks discounts and saves money.  

Dynamic pricing is also among consumer concerns. When prices adjust based on individual shopping behavior, it can feel exploitative rather than helpful. And hyper-personalized product recommendations can feel manipulative or invasive – crossing the line from helpful to creepy. Talk about surveillance pricing and data privacy jumped 78% in discussions about retail and AI.  

Transparency builds trust, and brands looking to maintain a good relationship with their customers should focus on being more transparent. Be explicit about data collection and give consumers control over their privacy settings. Use AI to enhance experiences without over-personalizing. The brands that win will deploy AI in ways that respect consumer privacy while delivering genuine value – not just collecting as much data as possible. 

Trend #5: The experience economy is reshaping shopping

Memorable in-store moments influence repeat business as much as the product. 

In a world where consumers can buy almost anything online, the experience itself has become a key differentiator. What draws shoppers into physical retail spaces isn’t just convenience; it’s how the experience makes them feel. And brands are seeing real results when they invest in experiences. Smart mirrors in apparel stores, for example, have increased conversion rates by up to 35%. 

People don’t just talk about what they bought; they talk about how they encountered the products they bought, from store layout to visual representation to local product adaptations.  

This shows in consumers’ discussions online.  

In their posts, people don’t just say, "I bought macarons." They snap photos of the artful arrangement that made them stop and stare. 

Foodies are excited to shout about discovering menu items they can’t get anywhere else. 

And when vinyl collectors talk about record stores, they focus on the sensory experience, such as the music playing in the background, and the nostalgia triggered by a forgotten album cover.  

These experiences turn everyday purchases into memories and give consumers something worth talking about among themselves – and with the rest of the world online. 

Social media now plays a major role in shaping where consumers shop in person. Many discover products and places through Instagram and TikTok posts, with visual content setting expectations for real-world visits. Research shows that social media-driven discovery is translating into billions in economic impact. For example, a recent study by TikTok found that it boosted New York State's economy by upwards of $1.8 billion in 2023. 

When the in-person experience matches what consumers saw online – or exceeds it – consumers become enthusiastic advocates, sharing their own posts and recommendations – promoting the brand or product further. 

Seasonal shopping amplifies this. Our recent research into holiday shopping revealed a wave of nostalgia for in-store experiences that capture the magic of the season, and that desire extends beyond the holidays.  

For CPG brands, the shelf is only part of the story. Products are part of an experience, not just a transaction. How they’re presented, explained, and experienced in-store plays a critical role in driving repeat purchases and long-term loyalty. 

Round-up

The consumer-packaged goods industry is experiencing a fundamental shift – but it’s not the one you might expect. 

It's not that consumers suddenly care about experience over price. It's that they're now forced to justify every purchase, which means every touchpoint gets scrutinized. The price tag. The Instagram post that led them there. The in-store presentation. How AI personalizes (or creeps them out). Whether supporting local feels worth it. 

With economic pressure building up, consumers are looking for value, but value doesn’t always mean the lowest price. It's the feeling that a purchase was worth it: emotionally, practically, or socially. Trustworthy and personalized experiences create that feeling. Cheaper products alone don't. 

The entire customer journey is the product. The brands that thrive right now understand that every customer touchpoint – from discovery to checkout to post-purchase – either builds or chips away at the feeling that choosing your brand was the right decision. Get that right, and you become the go-to. Get it wrong, and you’re a one-time purchase. 

How we uncover these trends (and how you can too)

This analysis is based on 286 million online conversations over a 12-month period, pulled from social media, forums, review sites, and blogs with the help of Brandwatch Consumer Research.  

We looked at what people are actually saying about CPG products through the lens of pricing, emotional value, local versus online shopping, AI privacy, and in-store experiences to understand where consumer expectations are heading.  

Looking to dig deeper into your corner of the CPG market? 

With Brandwatch Consumer Research, you can zoom in on what matters to your business: 

• How does your brand show up in value-for-money conversations vs. competitors? 
• What are shoppers saying about your product quality compared to cheaper alternatives? 
• Where's the friction in your customer journey – from discovery to repeat purchase? 
• Are consumers talking about your local retail presence positively or negatively? 
• How do people feel about your brand's use of personalization and AI? 

Whether you're launching a new product line, testing premium pricing strategies, or trying to understand why shoppers choose you over other brands, the real-time conversation data is already out there.