CPG marketers face a choice in 2026: lean into the challenges reshaping the industry or lose ground to competitors that do. Driving that urgency are consumers’ uncompromising expectations for personalized, seamless experiences across every channel. They’re also inflation-weary and more price-conscious than ever, making it harder to earn their brand loyalty—and easier to lose.
But these same pressures are creating opportunities for brands that align their strategies and move fast.
9 CPG Marketing Trends to Track in 2026
The forces reshaping CPG marketing—among them, new consumer behaviors, economic pressure, and rapid technological change—aren’t novel. But in 2026, these dynamics are converging in ways that demand tighter alignment across marketing, sales, and operations. Personalization (trend 2), for instance, depends on first-party data (trend 9), which requires a clear value exchange (trend 6) to earn consumer trust.
Here’s a closer look at these trends and how brands can respond.
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Wellness Marketing
Shoppers are buying health outcomes, not just products. According to a 2025 Circana report on snacking habits, 64% of US consumers said they actively seek snacks they perceive as good for them—a preference that has grown steadily since 2020. The increased use of weight-loss medications is feeding this shift. Users eat smaller portions, so they want that food to deliver more nutritional value.
CPG brands are responding to this trend. Nestlé’s Vital Pursuit line and Conagra’s “On Track” badges, for example, target GLP-1 users directly. Meanwhile, younger consumers are driving a clean-label push. Nearly 40% of Millennials and Gen Z follow specialty diets by choice, one report shows, and 90% actively avoid specific ingredients, such as artificial sweeteners and high-fructose corn syrup. Marketers can win by ditching vague “better-for-you” claims in favor of messaging that ties ingredients to outcomes—think “25g protein to support muscle retention” instead of a generic “high-protein” label.
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Personalized Marketing Experiences
Nearly two-thirds of consumers say a brand that doesn’t deliver personalized interactions could lose their business, according to Twilio’s “The State of Customer Engagement Report.” Indeed, the payoff for getting it right is significant: Businesses that lead in personalization enjoy compound annual growth rates 10% higher than those that lag, and they also see higher shareholder returns, according to Boston Consulting Group. The key is evolving from basic segmentation to one-to-one engagement at scale, such as sending a timely coupon for a product someone buys regularly or recommending complementary items based on browsing behavior.
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Omnichannel and Social Shopping
It’s not unusual for a single purchase journey to span a TikTok ad, a Google search, an in-store visit, and a retailer app. Indeed, 86% of US CPG sales now come from omnichannel shoppers, according to NielsenIQ, so a unified presence across touchpoints is essential. Social media is proving influential in these journeys, particularly for Gen Z consumers, half of whom said a social media advertisement drove them to make a purchase, according to a 2025 YouGov report. Success means treating social commerce as an extension of the omnichannel strategy: building creator and influencer partnerships, producing short-form videos, and providing an easy checkout experience within the platforms where consumers spend their time.
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Authentic Branding
Consumers support brands that do what they claim to do. The vast majority (87%) indicated they would stop supporting a brand if its actions conflicted with its stated values, research shows. Instead, they’re looking for indicators of authenticity, citing transparency about processes and materials (69%), unfiltered reviews (62%), and use of a distinct brand voice (55%) as strong signals of trust. For CPG marketers, this means amplifying real customer voices, being upfront about trade-offs like price or sourcing, and following through on brand values.
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Smart Packaging
Smart packaging turns a static container into a marketing opportunity. QR codes and augmented reality experiences can convert packaging into an interactive touchpoint, and consumers are responding. In fact, 79% of consumers said they are more likely to purchase products with scannable codes that provide helpful product information, according to a GS1 report. Brands are using scannable codes for transparency—showing sourcing, ingredients, or sustainability credentials—and to enhance engagement, linking to recipes, loyalty rewards, or gamified experiences. The key is making codes prominent and giving consumers a reason to scan.
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Value-Based Marketing
CPG brands not only compete against each other but against private-label products, too. Nearly three-quarters (72%) of consumers said they view store brands as strong alternatives to national brands, per separate NielsenIQ research, and 54% said the brand doesn’t matter if the product meets their needs. In other words, CPG brands often can’t compete on price alone. To win, they need to boost perceived value. Loyalty programs, personalized promotions, and subscription benefits, for example, give shoppers reasons to stick with a brand even when cheaper options sit on the same shelf.
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Subscription Models
Subscriptions convert occasional purchases into predictable revenue. According to Mintel, 62% of US consumers have tried food or beverage subscriptions, and 83% of parents find them convenient. The model works best when it gives consumers control over delivery schedules, program pauses, and cancellation. In fact, nearly half of US consumers said easy cancellation policies encourage them to subscribe in the first place, Mintel notes. Brands like Native (which offers a 25% discount for subscribers) and Gillette (which offers a free razor with subscription) are examples of subscription models that compete on value rather than price.
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AI and Other Emerging Technology
Fifty-five percent of AI deployments in CPG generate tangible business value, on par with other industries, according to the Infosys Knowledge Institute’s “AI in CPG: Business Value Radar 2025” report. The most viable AI applications include product development, loyalty program optimization, and demand forecasting. Behind-the-scenes uses, such as ad targeting, send-time optimization, and content generation, are also proving their worth. The bigger challenge is no longer consumer acceptance—most shoppers are now comfortable interacting with AI-powered tools. It’s organizational readiness. The same research found that CPG companies are behind other sectors in preparing their workforce for AI. In addition, most initiatives require appreciable improvements in data architecture, operating models, and cross-functional alignment.
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First-Party Data
CPG brands are working to reduce their reliance on retailers and third parties for consumer data. First-party data—information collected directly from consumers—gives brands more control and yields deeper insights into the metrics that drive growth. Ideally, companies can collect that data through loyalty programs, mobile apps, and direct-to-consumer channels, but only if consumers see a reason to share it. Just 19% of consumers trust retailers to use their data responsibly, according to a 2025 survey by market research firm Press Ganey Forsta, yet 69% are willing to share it when they get more personalized and rewarding experiences in return. It’s up to marketers to devise incentives that consumers deem worthwhile in exchange for their data.
Uncover Insights and Drive Revenue Growth With NetSuite for CPG
Personalization, omnichannel engagement, and first-party data strategies all depend on a unified view of each customer—something nearly impossible to achieve when marketing, sales, and operations run on disconnected systems. NetSuite ERP for Consumer Packaged Goods brings customer, inventory, financial, and other operational data together into a single cloud platform, giving CPG brands the visibility they need to make informed, real-time decisions. Marketing teams can track profitability by SKU, channel, promotion, and customer to spot margin issues early. AI-assisted forecasting helps anticipate demand shifts before they strain inventory or erode profits. When everyone works from the same data, CPG brands can act faster and deliver the personalized experiences consumers expect while protecting the bottom line.
The trends are clear. So is the risk of inaction: Competitors are investing in the same capabilities, and consumer expectations will only rise. CPG brands that connect the dots across these nine areas won’t just keep up; they’ll set the pace.
CPG Marketing Trends FAQs
What is the fastest-growing CPG category?
Private-label products have outpaced national brands in both dollar and unit sales in recent years. Within branded CPG, health and wellness products—particularly functional beverages and high-protein foods—are seeing strong growth as consumers seek products with specific health benefits.
What are the biggest marketing challenges currently facing CPG brands?
CPG marketers face pressure from multiple directions: private-label products gaining share, consumers expecting personalized experiences across channels, and difficulty collecting first-party data when trust is low. Success requires integrating strategies across marketing, sales, and operations and investing in technology that unifies customer data.
How can CPG companies benefit from CRM software?
CRM software gives CPG brands a unified view of customer interactions across channels, making it easier to personalize marketing, track buying patterns, and spot upsell or cross-sell opportunities. When CRM data is integrated with inventory and financial data, it also helps align marketing efforts with supply chain realities.
