The CPG Trends of 2026

As 2025 comes to an end, consumer packaged goods (CPGs) will be looking to grow in the new year. Charisse Hughes, SVP, Chief Growth Officer at Kellanova, the international food company formerly known as the Kellogg Company, outlined five trends for CPGs to watch out for in 2026 in a publicly released report. Here is a brief overview of the trends Hughes identified: 

1. CPGs should focus on “lightweight, content-forward experiences” such as short-form videos and personalized landing pages to connect and strengthen their consumer base. 
2. Measuring the brand’s value to consumers is key. Use different methods to gather consumer insights and use this data to drive the brand moving forward. “Precision comes from proving, not guessing,” Hughes says in her report. 
3. Agentic AI changes how consumers find new products and make purchasing decisions, which could be a challenge for CPGs that rely on customer loyalty as these AI agents can recommend alternative products. As such, CPGs should seek to invest in certain AI interfaces that integrate e-commerce and loyalty programs. 
4. Consumers are increasingly seeking brands that emphasize purpose. CPGs should align with their community of consumers and turn connection into storytelling moments. 
5. In a competitive marketplace, speed is essential. CPGs will need to be agile in their workflows to ensure rapid testing, iteration and coordination across the brand’s channels. 

“The CPG brands that thrive in 2026 combine human understanding with technological precision,” Hughes says. “They meet consumers where they are, anticipate their needs and respond in ways that are meaningful, relevant and effortless.”

Read Hughes’ full report here.