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This Perspective reveals how women are redefining value, trip behavior, and health priorities across food and beverage.
As inflation reshapes routines, brands must adapt now to win repeat trips, justify price, and sustain growth.
Why it matters
Women now control the growth levers in food and beverage, forcing CPG brands to rethink value, health, and channel strategy.
Women are prioritizing value
that is clear, credible, and immediately justified, raising the bar for pricing and premium.
Higher trip frequency among women
creates more chances to win, shifting growth from big baskets to everyday relevance.
Health and protein are becoming routine needs,
expanding opportunity for brands that integrate function into daily consumption.
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.
“Women are raising the bar for what earns a place in the basket. As spend concentrates around offerings that deliver immediate justification and everyday relevance, especially in health, the growth model shifts toward consistency over spikes. Repeatability, clarity, and usefulness now matter more than momentary excitement. The strategic advantage lies in deeply understanding what women expect at each level of the system: the retailer, the brand, and the product.”
–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.
