This year’s Predictions Report brings forward some of the most urgent shopper dynamics shaping the future of CPG. Here are the signals that matter, distilled into bold direction for the next five years.
Shoppers are transforming faster than brands can react
Economic pressure is splitting demand in two, with a consumer group upgrading their baskets and another doubling down on value.
At the same time, consumers are limiting waste and buying only what they know they will use. Stock-up behavior is fading. Traditional assumptions such as “new shoppers will replace old ones” no longer hold.
Gen X and Boomers represent 133 million people in the US
Gen X and Boomers are entering smaller household stages that fundamentally rewrite purchase patterns. In nine years, the youngest Gen Xers will be 55 and firmly in empty nester territory. These shifts demand a reset in pack sizes, pricing architecture, and how brands enable consumption rather than storage.
Shoppers also expect more from brands
Authenticity, transparency, and brand storytelling influence decisions more than heritage. This opens the door for emerging and mid-sized brands that deliver ingredient integrity, originality, and real connection.
Against this backdrop, CPG faces multiple headwinds. Volume growth is under pressure. Store brands will intensify their share grab. Digital behaviors and click-and-collect are reshaping the path to purchase, and AI is beginning to shop on behalf of consumers.
These eight predictions offer a clear starting point for leaders who want to stay ahead of the next wave of disruption. The brands that win will respond proactively, build relevance across income tiers, and rethink how they show up for shoppers whose expectations have permanently changed.
The next wave of shopper change is already here
Speak with an expert and keep your brand ahead of the curve.
