Data—not brands—shape our shelves.

If you’ve noticed protein suddenly everywhere, beauty promises moving into drinks, or unfamiliar ingredients showing up in foods, this episode explains why—and what that means for us as shoppers.

Scott Dicker of SPINS and I decode what’s hot heading into 2026—and how the trends that often appear first in supplements move next into the foods and beverages we buy for our health and wellness. This isn’t about chasing trends; it’s about understanding what’s real, what’s useful, and what’s coming next.

We also unpack how Gen Z and Millennials are influencing what ends up on shelves—and how knowing the story behind these shifts help shop with more confidence, clarity, and intention.

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