The Consumer Packaged Goods (CPG) sector reevaluated the way marketers promote products in 2025, and as we move into 2026 the industry must prepare for what comes next by understanding the emerging trends reshaping consumer expectations. These themes were explored in Trend Predictions for the CPG Industry in 2026: Conscious Consumption Takes Center Stage, a webinar hosted by Naturally Chicago, which offered a clear look at how consumer expectations are evolving across food, beverage, and wellness.
Throughout the insight‑rich discussion, one message stood out: while some shifts in the CPG landscape appear isolated, the most meaningful changes are interconnected. The panel emphasized that these linked trends will shape whether CPG brands gain or lose relevance in the coming year.
Below are three key trends that will guide how CPG brands navigate in 2026 and why they matter.
Conscious Consumption Becomes Non-Negotiable
Conscious consumerism has moved from a niche mindset to a baseline expectation. Shoppers increasingly demand transparency around sourcing, labor, and environmental impact, pushing brands toward sustainable action through eco‑friendly and regenerative agricultural practices that align with consumers’ values of reducing consumption. At the same time, a growing “return to real” movement reflects consumer preference for simple, minimally-processed foods with recognizable ingredients over complex, ultra-processed options.
Conscious consumerism: Otherwise known as ethical or mindful consumerism, is the practice of making purchasing decisions based on a product’s environmental, social, and ethical impact, rather than price or convenience alone.
For CPG brands, sustainability can no longer live solely in marketing language. Proof, clarity, and authenticity are essential. Brands unable to clearly explain where products come from risk losing trust in an increasingly value-driven space.
Smarter, AI-Enabled Decision Making Redefines the Path to Purchase
AI is reshaping how consumers shop for and evaluate products. AI agents are beginning to manage shopping decisions, from recommending products to comparing prices and ingredient lists. As a result, brands must think beyond traditional discovery and ensure they are easy to find within AI-driven ecosystems.
At the same time, consumers are using digital tools to verify claims around sustainability, sourcing, and nutrition in real time. This shift raises expectations for accuracy and credibility across every consumer touchpoint.
Intentional Value Replaces Blanket Trade-Down Behavior
While price sensitivity remains a reality, consumers are not simply trading down across the board. Instead, purchasing behavior has become more intentional. Many shoppers rely on private-label products for everyday staples while selectively purchasing premium brands that align with personal values or deliver clear functional benefits.
Health and wellness play a central role in this decision-making, with growing demand for products that offer tangible functionality such as protein, gut health, immunity support, and nutrient density. Retailers are adapting accordingly, responding to shifting consumption patterns with smaller portion sizes, particularly as GLP-1 weight-loss drugs influence eating habits, and with assortments that better reflect how consumers balance value, health, and purpose.
Where Strategy Converges for CPG Leaders in 2026
These trends do not exist in isolation. Conscious consumption, AI-driven decision making, and intentional value are deeply interconnected and collectively shaping the future of the CPG industry. Brands positioned to succeed in 2026 will be those that simplify without losing substance, embrace technology without sacrificing trust, and deliver value that feels meaningful rather than transactional.
“The biggest takeaway for me was the idea that today’s consumer decisions are increasingly interconnected. Conscious consumption, technology, and value expectations are converging, and brands that treat them as isolated trends risk missing how consumers actually shop. Staying ahead of these efforts are the key to staying relevant to consumers.” – Sarah Gray, Senior Strategist
For CPG leaders, the path forward is less about chasing individual trends and more about building clarity, credibility, and alignment with how consumers want to shop, eat, and live.
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