“Growth this holiday season and into
Chris Costagli
2026 will favor brands that optimize
trip frequency and mission
completion, not broad reach. Claims
led, time-bound bundles will convert
late-season intent into repeatable
behavior that manufacturers and
retailers can leverage to bolster
loyalty. Use benefit claims to guide
baskets and protect margin. The
overlooked edge is designing
promotions around benefit outcomes
rather than price depth.“
Vice President, Thought Leadership, F&B Insights Lead
NIQ
