The CPG Guys

The CPG Guys are joined in this episode by Marta Bowles, Chief Communications Officer and Global Marketing Centers of Excellence at NielsenIQ. This conversation is all about NIQ's latest consumer habits and trends report published Sept 2025. We also cover what to expect in 2026.

Follow Marta on LinkedIn at: https://www.linkedin.com/in/martabowles/
Follow NielsenIQ on Linkedin at: https://www.linkedin.com/company/nielseniq/posts/?feedView=all

Consumer habits report download : https://nielseniq.com/global/en/insights/report/2024/mid-year-consumer-outlook-guide-to-2025/

Here's what we asked her : 

1. Marta, let's start by understanding what these reports are, when did you release them and what data inputs went into them?
2. Your report says 2026 will be defined by consumer caution—even among financially thriving households. Why do you think this cautious mindset is sticking around, and how should brands respond to this ‘insurance mentality’ consumers seem to have?
3. Two-thirds of consumers say brand trust is very important. In a world where ‘less is more,’ how can brands earn and maintain that trust—especially when shoppers are cutting back and being more intentional with their purchases?
4. AI is rewriting product discovery, but there’s still distrust in AI-driven shopping. How do you see this tension playing out? Will consumers embrace AI as a shopping assistant, or will skepticism slow adoption?
5. You talk about retail media networks and creator commerce as game-changers for visibility. How do you see the balance shifting between traditional retail strategies and these new digital-first approaches in 2026?
6. Historically, shopping started with intent — increasing, platform like TikTok Shop show us that it now begins with inspiration. How is the consumer changing how they shop?
7. Private label is no longer just a trade-down option—it’s becoming a first choice. What’s driving this shift, and how should national brands rethink their competitive playbook?
8. Your report mentions anti-obesity medications, functional snacking, and commodity volatility as catalysts for change. Which of these trends do you think will have the biggest impact on CPG innovation in 2026—and why?
9. We see a note on consumers to prioritize core expenses over many CPG items own 2026. What does this mean?
10. Marta, with all the uncertainty and change consumers are navigating, what makes you most excited about 2026? And why should brands and retailers see this as a year of opportunity rather than just challenge?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined by Chris Riegel CEO of STRATACACHE  with retail solutions that allow them to be partners in creating an in-store evolution, fitting into retail existing ecosystem by connecting different technologies to truly drive a frictionless store visit.

This episode is sponsored by STRATACACHE

Find Chris Riegel on LinkedIn here: https://www.linkedin.com/in/chris-riegel-6931a28/
Find STRATACACHE on LinkedIn here: https://www.linkedin.com/company/stratacache/
Find STRATACACHE online here: https://www.stratacache.com/en/

Chris answers these questions:

1. 1. You are hosting a full day focused on retail media inside the physical store—a deliberate choice given how much attention off-site and digital retail media still get. What convinced you that the store deserved its own moment right now? 
   2. Is it fair to say the industry is moving from speculation to proof? What triggered that shift?
   3. We’ll have voices from BCG, McKinsey, EMARKETER, and Solomon Partners in the room. When consultants, analysts, and investors all start telling a similar story, what does that signal to you?
   4. One of the themes we’ll explore during the day is the idea that the traditional funnel has collapsed and influence now happens closer to the moment of purchase. Why is the store uniquely resilient in that new influence model?
   5. Why do you think shoppers still trust in-store media more than online media? Is that trust something retailers can scale without breaking it?
   6. We’ll hear during the day that agentic AI is compressing margins in digital retail media. Help connect the dots for our audience—why does that dynamic actually elevate the strategic value of physical stores?
   7. If AI makes digital media more efficient but less differentiated, does the store become one of the few environments where context still matters more than targeting?
   8. Why is that shift so foundational to unlocking real retail media scale in stores?
   9. We’ll have IAB and measurement leaders talking about standards. From your perspective, how important is measurement alignment to making in-store media credible to brands and CFOs?
   10. What separates retailers who are moving from pilots to platforms from those who are still stuck in experimentation?
   11. We’ll also explore how the store is becoming a fully expressive media environment—not just screens, but experience. For brands listening, what does “store-native creative” really demand of them?
   12. What outdated thinking do you hope gets challenged during this event? Is the biggest barrier today technology, standards, or internal politics?
   13. Looking ahead to 2026, what will define success for retailers who fully embrace in-store media versus those who don’t?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in thi

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by returning guest Nik Modi, Co-Head of Global Consumer & Retail Research at RBC Capital Markets for a 2025 retrospective and 2026 preview.

Follow Nik Modi on LinkedIn at: https://www.linkedin.com/in/nik-modi-675926/

Follow RBC Capital Markets on LinkedIn at: https://www.linkedin.com/company/rbc-capital-markets/

Follow RBC Capital online at: https://www.rbccm.com/en/=

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Jerry Tsai and Phillip Guerra, co-founders of The Happy Start, manufacturer of award-winning baby products are designed to support your infant's early development. Created with pediatric experts and trusted by clinics, daycares, and hospitals.

Follow Jerry on LinkedIn at: https://www.linkedin.com/in/jerry-tsai/
Follow The Happy Start on LinkedIn at: https://www.linkedin.com/company/the-happy-start/
Follow The Happy Start online at: https://www.thehappystart.com/

This episode was recorded in Seattle at Amazon Accelerate 2025.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Chris Jones, Founder & CEO of Plant Therapy, your shortcut to wellness, transforming ordinary rituals into mood-enhancing practices. This way, you can experience more of those blissful 'ahhhhh' moments from your everyday.

Follow Chris on LinkedIn at: https://www.linkedin.com/in/chrisjones00/
Follow Plant Therapy online at: https://www.planttherapy.com/

This episode was recorded in Seattle at Amazon Accelerate 2025.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Neil Saunders, Manging Director & Retail Analyst at GlobalData Retail.

Follow Neil on LinkedIn at: https://www.linkedin.com/in/neilretail/
Follow GlobalData Retail on LinkedIn at: https://www.linkedin.com/company/globaldataretail/

This episode was recorded in Seattle at Amazon Accelerate 2025.

Neil answers these questions:

1. Neil, What are some of the biggest surprises you’ve encountered working with consumer/retail data over the past few years?
2. From your point of view, what are the top 2‐3 trends in retail & CPG that everyone should be aware of in 2025 going into 2026?
3. As e-commerce continues to expand, what role do you see Amazon playing in shaping the biggest retail trends for 2025 and beyond?
4. How are consumer behaviors changing post-pandemic, especially around value, quality, and brand loyalty?
5. Inflation, supply chain disruption, and shifting distribution channels — how are those reshaping what CPG brands need to do differently now?
6. How are stores like Amazon helping small businesses adapt to supply chain changes and still get products to consumers quickly?
7. How are analytics, AI, and data science changing the game for merchandising, promotions, and forecasting in CPG retail?
8. What do you see as the elements of a strong brand-retailer partner relationship these days? How have those changed? Given shelf space is often limited, what makes a CPG brand more “shelf-worthy” in the eyes of retailers right now? What makes Amazon a unique partner for independent sellers compared to traditional brick-and-mortar retailers?
9. What innovations or retail models are you watching that might seem niche today but could become mainstream soon?
10. What advice would you give to CPG companies in terms of investing in people, data, or technology over the next 1-3 years?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Allen Warch, VP Food & Fresh Merchandising at Dollar General.

Follow Allen on LinkedIn at: https://www.linkedin.com/in/allen-warch-032b8331/
Follow Dollar General on LinkedIn at: https://www.linkedin.com/company/dollar-general/

This episode was recorded while walking a DG Market Store near Nashville, TN

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• Honest leaves DTC
• Pepsico Leadership changes
• Kraft Heinz has a new CEO
• GMI receives sell rating

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Chad Waetzig, CMO at Crunch Fitness and Justin Bajan, co-founder of Familiar Creatures, a creative agency,

Follow Chad on LinkedIn at: https://www.linkedin.com/in/cwaetzig/
Follow Crunch Fitness online at: https://www.crunch.com/
Follow Justin on LinkedIn at: https://www.linkedin.com/in/justinbajan/
Follow Familiar Creatures online at: https://www.familiarcreatures.com/

Chad & Justin answer these questions:

1. Justin - You went from career copywriting to launching Familiar Creatures in 2018. What was the pivotal moment or calling that prompted that leap? 
2. Chad - Your career spans from P&G to hotel hospitality to Disney before Crunch. How have those diverse experiences informed your leadership and innovation as CMO?
3. Both - When you first started working together, what was the big idea or insight that connected Crunch’s marketing goals with Familiar Creatures’ creative vision?
4. Both - Crunch’s “No Judgments” ethos is core to the brand. How do you both bring that to life strategically and creatively in campaigns?
5. Chad - How do you strike that balance between being bold and staying inclusive?
6. Chad - Walk us through how a Crunch campaign comes to life—from the marketing brief to the creative execution. Justin -  What’s that back-and-forth like between you?
7. Both - Looking at your work together, what’s one campaign or idea you’re most proud of—and what made it resonate?
8. Both - What’s the toughest creative or strategic challenge you’ve tackled together, and how did you work through it?
9. Justin - Fitness marketing can be tricky—people’s emotions around health are personal. How do you ensure the tone feels fun, motivating, and never off-key?
10. Chad - Crunch operates in gyms but also digitally with streaming classes. How do you think about building campaigns that bridge the in-person and digital worlds?
11. Justin - What have you each learned about building strong brand–agency relationships that others could take away
12.  Chad - Where do you see Crunch’s marketing and creative going in the next 5 years—and how do you see brand + agency collaborations evolving in that future?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Angela Martin, VP of Customer Insights & Branding at Dollar General. With approximately 20,000 stores, they serve communities across the country, from right around the corner. DG exists to provide convenience, quality, and value, so their customers can get back to what's important. 

This episode was recorded at DG headquarters in the Hall of Values.

Follow Angela on LinkedIn at: https://www.linkedin.com/in/angela-martin-a177b3a4/
Follow DG on LinkedIn at: https://www.linkedin.com/company/dollar-general/
Follow DG online at: https://www.dollargeneral.com/about-us/history

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.