Book a Strategy Call
Our latest Perspective reveals how inflation reshaped shopping missions, traffic patterns, and channel migration, making frequency the new engine of FMCG growth.
Manufacturers and retailers risk losing relevance as shoppers adopt newly ingrained habits that permanently shift where and how they buy.
Why it matters
The shopper has rewired the FMCG landscape—making frequency, mission clarity, and value signaling the core drivers of tomorrow’s growth.
Smaller, more frequent trips now expand conversion moments:
Multiplying opportunities for impulse, trial, and reinforcement across every visit.
Value is judged by total mission economics:
Forcing brands and retailers to rethink pricing, pack sizes, and trip‑based strategy.
Channel migration is accelerating:
Club and eCommerce capture high‑value missions as grocery trips leak into more disciplined, value‑focused formats.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“Smaller, more frequent trips don’t weaken growth. They have a huge potential to multiply it. Think about it–shoppers are in the store more often. That’s more chances for impulse, more chances for trial, more chances for repeat–that’s more chances all around. Those chances earn relevance and have the potential to reinforce habit, but only for those brands and retailers that show up strong, consistently, and with purpose. As competition intensifies around trips, a small group of players is already beginning to separate as breakaway leaders.”
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
