Discover the Top 10 CPG Trends & Innovations [2026]

Executive Summary: What are the Top 10 CPG Trends in 2026?

The CPG industry is adapting to shifting consumer preferences, sustainability pressures, and digital innovation. Top CPG industry trends shaping the sector are:

1. Health and Wellness Focus: Health-driven choices continue to shape demand, with 72% of consumers willing to pay more for wellness-oriented products. Functional additives and clean-label goods are driving category growth, while the global health and wellness market is projected to expand to nearly USD 11 trillion by 2034.
2. Consumer Trust and Authenticity: Authenticity remains essential, with 88% of consumers valuing it in brand selection. Regulations such as the EU’s Digital Product Passport and blockchain-enabled traceability tools support transparency. The packaged food traceability market is expected to reach USD 12.8 billion by 2033.
3. Supply Chain Resilience: Nearly 97% of firms plan to re-engineer supply chains within two years to mitigate risks from inflation, tariffs, and disruptions. Cloud migration, predictive analytics, and AI-driven planning strengthen agility, with PepsiCo deploying AWS cloud systems to integrate generative AI across logistics and manufacturing.
4. Sustainability in Packaging and Products: With 90% of consumers preferring eco-friendly packaging, brands are prioritizing recyclable, fiber-based, and bioplastic alternatives. AI-powered recycling and carbon accounting platforms accelerate compliance, while the sustainability market in CPG and retail is projected to grow at a 9.1% compound annual growth rate (CAGR) through 2029.
5. Product Personalization: Four in five consumers expect personalized experiences, and brands delivering on this see higher conversion and loyalty. AI recommendation engines, tailored packaging, and connected devices support personalization. The personalized packaging market is forecasted to reach USD 77.7 billion by 2035.
6. Premiumization and Specialty Goods: Around 45% of US consumers seek premium products, associating them with sustainability and authenticity. Specialty food sales in the US surpassed USD 207 billion in 2023, while the specialty products market is forecast to reach USD 9.66 billion by 2029.
7. Omnichannel Strategies: Seamless integration across physical and digital channels allows brands to retain 89% of customers. US online CPG sales grew 10% year-over-year compared to just 2% for in-store sales. The omnichannel retail solutions market is projected to reach USD 24.70 billion by 2034.
8. Direct-to-Consumer Models: DTC accounts for one in seven global e-commerce dollars, giving brands direct access to customers and first-party data. The global DTC market is projected to reach USD 2.75 trillion by 2033, with subscription services and predictive restocking algorithms driving growth.
9. Influencer Marketing: 49% of consumers make purchases influenced by creators, with 87% of Gen Z more likely to buy from brands using influencers. Global influencer marketing platforms are expected to grow to USD 97.55 billion by 2030 at a CAGR of 23.3%.
10. Private Label Brands: Price sensitivity and value perceptions are improving store brands, with 53% of shoppers favoring private labels. Retailers such as Walmart, Kroger, and Costco continue to expand premium private-label lines. The private-label market is forecasted to reach USD 2.27 trillion by 2033.

Read on to explore each trend in depth – uncover key drivers, current market stats, cutting-edge innovations, and CPG leading innovators shaping the future.

Frequently Asked Questions

1. What are the challenges of CPG?

The consumer packaged goods (CPG) companies face growing competition for shopper attention, reduced consumer spending, and mounting pressure from retailers. At the same time, supply chain disruptions, rising raw material costs, and the push for digital transformation continue to strain operations

2. What is the future of the CPG industry?

AI-driven personalization is reshaping the CPG industry. Currently, 71% of companies use AI in at least one business function. As this trend continues, global consumer spending is projected to reach USD 4.5 trillion by 2025, creating new opportunities for targeted engagement and operational efficiency.

Methodology: How We Created the CPG Industry Trends Report

For our trend reports, we leverage our proprietary StartUs Insights Discovery Platform, covering 7M+ global startups, 20K technologies & trends, plus 150M+ patents, news articles, and market reports.

Creating a report involves approximately 40 hours of analysis. We evaluate our own startup data and complement these insights with external research, including industry reports, news articles, and market analyses. This process enables us to identify the most impactful and innovative trends in the CPG industry.

For each trend, we select two exemplary startups that meet the following criteria:

• Relevance: Their product, technology, or solution aligns with the trend.
• Founding Year: Established between 2020 and 2025.
• Company Size: A maximum of 200 employees.
• Location: Specific geographic considerations.

This approach ensures our reports provide reliable, actionable insights into the CPG innovation ecosystem while highlighting startups driving technological advancements in the industry.

Innovation Map outlines the Top 10 CPG Trends & 20 Promising Startups

For this in-depth research on the Top Consumer Packaged Goods Industry Trends & Startups, we analyzed a sample of 1K+ global startups & scaleups. The CPG Innovation Map created from this data-driven research helps you improve strategic decision-making by giving you a comprehensive overview of the CPG market trends & startups that impact your company.

Tree Map reveals the Impact of the Top 10 CPG Trends

The consumer demand for quality, transparency, and personalization continues to shape innovation in the CPG sector. The focus on health and wellness is prompting product reformulation, with brands adopting clean-label ingredients and functional nutrition.

Meanwhile, personalization is gaining ground. Companies offer tailored products through AI tools, quizzes, and customizable SKUs. As a result, consumers engage more directly with product choices.

In parallel, premium and specialty goods are attracting interest. Shoppers increasingly look for unique products that offer distinct experiences. At the same time, sustainability is influencing packaging, sourcing, and production decisions.

The companies are also investing in digitization and local sourcing to strengthen supply chains. These efforts improves responsiveness and reduces risk.

Retail strategies are also shifting. Omnichannel approaches blend digital and physical experiences, while direct-to-consumer (DTC) models allows brands to gather insights and improve margins.

Additionally, influencer marketing supports product discovery and consumer engagement. Private label brands are expanding by offering competitive prices and targeting niche segments.

Global Startup Heat Map covers 1K+ CPG Startups & Scaleups

The Global Startup Heat Map showcases the distribution of 1K+ exemplary startups and scaleups analyzed using the StartUs Insights Discovery Platform. It highlights high startup activity in the USA and Canada, followed by India. From these, 20 promising startups are featured below, selected based on factors like founding year, location, and funding.

Want to Explore CPG Innovations & Trends?

Top 10 Emerging Consumer Packaged Goods Trends [2026]

1. Health & Wellness Focus: 72% of Consumers Will Pay a Premium for Health-Oriented Products

The COVID-19 period shifted consumer priorities toward health and immunity. That mindset continues to influence purchasing behavior. By early 2024, US health and wellness sales rose 6.4% year-over-year.

Consumers make more intentional choices based on health benefits and personal values. In fact, 72% say they are willing to pay more for products that support wellness and offer personalization.

As a result, better-for-you products are gaining traction across categories. Natural and wellness items are growing faster than conventional alternatives in nearly every retail channel.

In the US, sales in the Natural Products channel have outpaced mainstream grocery. This shift reflects increased demand for organic, clean-label, and functional offerings.

Consumer healthcare products, such as over-the-counter (OTC) medicines, vitamins, and supplements, returned to growth in 2024. The dollar sales rose 4%, while unit sales increased 1%, reversing two years of post-pandemic decline.

New product launches continue to reflect health-focused innovation. Many of 2024’s top-selling introductions feature functional benefits like high protein, added vitamins, or natural ingredients. According to Circana, nearly one-third of consumers seek functional additives in food and beverages.

In beverages, 45% of consumers look for hydration benefits, while 18% seek energy support. These preferences have led to more electrolyte drinks, clean energy options, and caffeine-protein blends.

Unilever responded to this trend by creating a Health & Wellbeing division. The unit, built from acquired wellness brands, generated USD 2 billion in revenue and posted 20% sales growth in 2023.

Looking ahead, the global health and wellness market is projected to grow from USD 6.87 trillion in 2025 to nearly USD 11 trillion by 2034. This expansion reflects a CAGR of 5.4%.

Allen Family Foods makes Homestyle Soups

Canadian startup Allen Family Foods produces artisan soups and meals in pantry-stable, microwaveable tubs. These tubs eliminate the need for refrigeration while preserving freshness.

The startup prepares homestyle recipes using Canadian-sourced ingredients. It offers small-batch options such as Organic Tuscan White Bean & Kale Soup, Zuppa Toscana, Golden Cauliflower Soup, and 3 Bean & Beef Chili.

Allen Family Foods uses recyclable and reusable packaging to support portability. This design suits school lunches, workplace meals, and outdoor activities.

The brand focuses on plant-based and wholesome nutrition. It uses clean, real ingredients without additives to meet growing demand for healthier choices.

The tubs heat directly in the microwave for added convenience. This feature simplifies meal preparation for busy consumers.

FRULABEAUTY offers Fruit Formulated Haircare, Skincare & Bodycare

New Zealand-based startup FRULABEAUTY creates skincare, haircare, and bodycare products using fruit-based ingredients and science-backed actives. These include hyaluronic acid, vitamin C, and niacinamide.

The startup formulates vegan, cruelty-free solutions that are dermatologist-tested and made in New Zealand. These products suit all ages and skin types, including sensitive skin.

Its range includes hyaluronic cleansers, peptide serums, vitamin C moisturisers, and niacinamide-infused bodycare. Each item hydrates, brightens, and protects while maintaining ingredient transparency.

FRULABEAUTY offers bundled sets like hydration and glow kits to simplify routines. These packages improve accessibility and simplify daily care.

2. Consumer Trust & Authenticity: 88% Value Authenticity When Choosing Brands

Consumers continue to prioritize authenticity. One survey shows that 88% consider it important when choosing brands. Additionally, 91% expect brands to communicate authentically.

This expectation is stronger among younger shoppers. According to Edelman’s 2024 Trust Barometer, 84% of global respondents, and even more among Gen Z, want brands to reflect their values before making a purchase.

Trust also affects spending. In one study, 73% of Americans said they would reduce spending on brands that break their trust.

As digital engagement grows, consumers interact with brands across more channels. However, not all channels earn trust. McKinsey’s State of the Consumer 2025 reports that digital platforms are among the least trusted sources of purchase information. In contrast, friends and family remain the most reliable guides.

Governments and retailers are responding with transparency mandates. The EU’s Digital Product Passport rule, effective in 2024, requires most products sold in the EU to include digital records of origin, materials, and environmental impact.

Retailers are also adopting traceability tools. Carrefour, for example, uses blockchain for its Campero chicken. Each package includes a QR code that reveals the chicken’s journey from farm to transport, which offers visibility into food safety and sourcing.

In cosmetics, authenticity plays a key role. A 2024 Euromonitor survey highlights that inclusive beauty brands rely on transparency and representation to build loyalty. Brands like Fenty Beauty and The Ordinary support this through clear ingredient lists, ethical sourcing, and diverse marketing.

Further, packaging innovation supports trust-building. Some CPG brands use digital watermarks, NFC chips, or embedded sensors. These features allow consumers to verify product details, check for tampering, or access personalized offers through mobile apps.

The packaged food traceability market is expected to grow. Forecasts estimate a CAGR of 10.3% from 2026 to 2033, reaching USD 12.8 billion by 2033.

Novi creates Product Claim Verification Platform

US-based startup Novi provides a claims verification and marketing platform that converts product data into verified attributes for retailers, brands, and certifiers.

It centralizes information on ingredients, packaging, certifications, and marketing claims into one system. It uses AI and expert-guided workflows to validate compliance with retailer and certification standards.

The platform verifies values-based attributes such as cruelty-free, carbon-neutral, black, indigenous, and people of color (BIPOC)- owned, recycled content, and packaging alternatives. It then distributes verified badges to e-commerce platforms through API integrations.

Further, the platform generates claim risk scores within minutes to simplify onboarding. This feature enables faster approvals and ensures audit-ready compliance.

In 2022, the startup raised USD 40 million in funding led by Tiger Global, with follow-on investments from Defy.vc and Greylock.

Rare Goods delivers NFT-based Rewards Program

US-based startup Rare Goods offers a customer engagement platform that integrates rewards, incentives, and digital collectibles into consumer products and services.

Customers are able to scan packaging, enter codes, or complete simple actions, such as referrals, social sharing, surveys, quizzes, watching videos, or visiting locations, to get benefits. These include NFTs, discounts, and gift cards.

The platform uses blockchain-backed proof of purchase and NFT-based rewards to verify participation. It also features a wide range of gamified actions that engage users and deliver real-time incentives.

In addition, Rare Goods provides CRM tools that generate analytics on demographics, interests, social influence, and conversion rates. Brands retain full ownership of this data.

By keeping customer data private, the platform reduces reliance on third-party networks. It also enables marketers to automate engagement programs across various product categories.

3. Supply Chain Resilience: 97% of Firms Plan Re-Engineering Within 2 Years

Persistent inflation and commodity volatility continue to push firms to secure supply and reduce waste. At the same time, tariffs, trade tensions, and security concerns, such as semiconductor shortages and geopolitical shifts, keep risk mitigation in focus.

The recent disruptions have highlighted the value of resilience. One analysis notes that “companies with resilient supply chains came out ahead” during these challenges.

According to an RRD survey (Q3 2024), 51% of supply-chain decision-makers reported moderate to severe impacts on demand fulfillment.

In response, firms are reworking their supply networks. Nearly all, 97% plan moderate to major re-engineering within the next two years. These efforts aim to manage risk and adapt to shifting customer demand. For instance, 62% expect to outsource more production between 2024 and 2026. Meanwhile, 52% plan to expand warehousing or add distribution centers to build flexibility and buffer capacity.

Technology plays a growing role in supply-chain strategy. Predictive analytics and AI improve planning. Unilever’s factory in Dubai, for example, increased forecast accuracy by 30% using AI-driven demand tools.

Companies are also investing in real-time visibility. Leading firms collaborate closely with suppliers and maintain ongoing risk evaluations. In fact, 93% of respondents say they trust their supply-chain data, which supports more informed decisions.

Digital platforms are expanding across operations. Cloud systems, enterprise resource planning (ERP) tools, and control towers now support end-to-end visibility.

As a strategic move, PepsiCo announced a multi-year agreement with AWS in May 2025 to migrate its global supply-chain systems to the cloud. This initiative includes generative AI and predictive maintenance across logistics and manufacturing.

nordstar advances Sales, Distribution Logistics

UAE-based startup nordstar offers SDX, a platform to simplify sales, distribution, and logistics for CPG companies.

The platform consolidates functions, including pre-sales, mobile direct sales (X-Van), CRM, trade promotion planning, inventory management, analytics, and e-commerce, into a SaaS environment.

It ingests real-time data from sales, inventory, logistics, and customer touchpoints. Then, it applies AI and configurable workflows to improve route planning, demand forecasting, order accuracy, promotions, and performance tracking.

SDX supports mobile-first invoicing and payments. It also provides real-time dashboards with predictive analytics, integrates with ERP systems like SAP, Oracle, and Microsoft, and manages commissions with built-in audit trails.

nordstar’s platform includes role-based permissions, multi-language support, and access to training and support resources to enhance operational control.

Baskit builds a Go-To Market Platform

Indonesian startup Baskit offers a go-to-market platform that integrates distribution, financing, and omnichannel execution into one system. It supports brands of various sizes by digitizing wholesale and retail networks through the Baskit Business Suite.

The platform manages sales orders, inventory, POS transactions, CRM, and field sales automation. It syncs data in real time across the supply chain to improve coordination and visibility.

Further, Baskit Cash Flow pays brands upfront while offering 50-60 day terms to distributors to enhance liquidity. This approach unlocks working capital without disrupting cash cycles.

Baskit also offers modular ERP features. These include invoice and receipt management, analytics, and reporting tools that adapt to both small and large businesses.

In 2023, the startup raised USD 3.3 million in seed funding led by Betatron Venture Group. Other investors included Forge Ventures, 1982 Ventures, Orvel Ventures, Investible, DS/X Ventures, and angel investor Michael Sampoerna.

4. Increased Emphasis on Sustainability: 90% Prefer Brands with Eco-Friendly Packaging

Consumer interest in sustainable CPG products is shaping the market. In a January 2025 US survey, 54% of shoppers chose products with sustainable packaging in the past six months. Additionally, 90% said they were more likely to buy from brands using eco-friendly packaging.

Brands are responding to this shift. Procter & Gamble reports that 78% of its packaging is recyclable or reusable. The company also introduced the Air Capsule shipping pack. It starts as a flat envelope, improves transport efficiency by 25%, and transforms into a waterproof, rigid structure that is 40% lighter than standard cases. After use, it auto-deflates and is recycled.

New materials and digital tools are accelerating progress. Fiber-based packaging is replacing plastic in more categories. Further, Amazon removed 95% of its plastic air pillows in 2024 and replaced them with recycled paper void-fill.

Moreover, bioplastics from ocean sources are gaining traction. Seaweed-based films and chitin from shellfish offer alternatives to petroplastics. These materials improve recyclability and reduce carbon impact, as trees and seaweed act as renewable carbon sinks.

Additionally, the machine-learning robots sort recyclables more effectively. AI-enabled systems recover materials that previously ended up in landfills. Some companies use smart labels, such as QR codes, to guide consumers on how to recycle based on location. AI also supports packaging design by simulating material combinations to identify lightweight, durable, and biodegradable options.

Investment in sustainability remains strong. Climate and green tech startups raised USD 9.6 billion in the first half of 2024. A Morgan Stanley survey found that 77% of global investors prefer firms with strong ESG profiles. Moreover, 54% plan to increase their sustainable investment allocations within the next year.

The global sustainability market in retail and CPG is expected to grow at a CAGR of 9.1% from 2024 to 2029.

VarieT Technology provides Self-Heating & Self-Cooling Packaging

French startup VarieT Technology develops thermal battery technology that enables self-heating and self-cooling for packaging and portable containers. The system stores energy in a compact unit that heats food or beverages to boiling or cools them to 2-8°C within one minute. It operates without emitting CO2.

The startup integrates this dual function into thermoses, lunch boxes, delivery systems, and packaging. These products work without external power to offer convenience.

The platform includes customizable heating durations and supports blockchain-enabled recycling programs. These programs reward users for returning used batteries. The technology works with both metal and paper-based packaging.

VarieT Technology serves multiple sectors, including food and beverage, healthcare, military, disaster relief, outdoor gear, and consumer goods.

Snowkap advances Carbon Accounting & ESG Reporting

Singaporean startup Snowkap delivers an AI-powered carbon accounting platform that converts fragmented emissions data into actionable insights for compliance and climate strategy.

The platform integrates data from invoices, utility bills, ERPs, suppliers, and proxies into a unified system. It then applies AI-OCR parsing, anomaly detection, and auto-validation to calculate Scope 1, 2, and 3 emissions with traceability.

Snowkap uses a smart auto-fill engine that maps verified data across frameworks such as CDP, CSRD, GRI, TCFD, and BRSR to support reporting. This process reduces disclosure preparation time and maintains full audit trails.

Its hybrid intelligence engine improves data quality by lowering anomalies. It also speeds up Scope 3 alignment by six weeks and drafts most disclosure text within minutes. Besides, audit cycles are cut in half.

The startup also supports decarbonization efforts. It detects emission hotspots, analyzes product carbon footprints, and automates supplier onboarding through engagement hubs and proxy gap-filling tools.

5. Product Personalization: 4 in 5 Consumers Accept Personalized Experiences

Consumers and brands are adopting personalization as a key trend in the CPG sector. A 2024 BCG survey found that four out of five global consumers feel comfortable with personalized brand experiences and now expect them. Similarly, Deloitte reports that 80% of shoppers prefer brands offering personalization, with these customers spending nearly 50% more.

Shoppers often associate personalization with better value, convenience, and enjoyment. Many appreciate receiving tailored offers or loyalty rewards that allow them to secure the best price. Others value features like one-click reordering or surprise perks. These experiences deepen engagement, as companies that personalize effectively see more repeat purchases.

Additionally, personalization improves sales and conversion rates. Amazon’s one-click checkout and upsell tools, for example, increase conversion and cross-sell performance.

Technology continues to accelerate personalization in CPG. AI powers recommendation engines, virtual try-on apps, and custom formulation tools. Beauty brands use these tools to create tailored products. Lancôme’s website, for instance, displays product images on models that match each customer’s skin tone.

Further, Unilever has deployed 100 000 AI-enabled ice cream freezers worldwide. These units use image capture to optimize stock and improve product availability. As a result, stores saw up to 30% higher sales from better inventory management.

Meanwhile, customer data platforms (CDPs) and loyalty networks offer deeper insights into shopper behavior. The retail media networks are capturing more consumer data, with 35% of advertising budgets flowing through these platforms. This shift enables more targeted promotions and personalized messaging.

Moreover, the personalized packaging market is projected to reach USD 77.7 billion by 2035, up from USD 41 billion in 2025, with a CAGR of 6.6%.

Vestico offers AI Solutions for Content, Personalization & Sizing

UK startup Vestico delivers an AI-powered personalization platform that supports fashion and beauty retailers. It combines user-generated content, virtual try-on, and intelligent sizing to improve online shopping experiences.

The platform embeds personalized videos, images, and fit-based content into e-commerce sites. Shoppers are able to view products on people with similar body types or skin tones. Vestico’s AI provides instant size recommendations without needing garment measurements.

The startup’s platform uses asynchronous video technology that preserves website speed. It also follows GDPR-compliant privacy protocols and integrates quickly with existing systems. The AI engine learns from customer purchases to refine sizing at the product level.

Vestico increases engagement through shoppable videos and personalized social feeds. It automates content collection from Instagram, TikTok, and brand communities, giving retailers access to a consistent stream of relevant visuals.

Moreover, in 2022, the startup secured a GBP 250K investment to support its growth.

Litecard provides Personalized Wallets

Australian startup Litecard creates a digital wallet pass platform that enables brands to engage customers through email, SMS, and wallet-based experiences.

The platform issues branded offers, loyalty cards, and memberships directly into Apple, Google, and Samsung Wallets. The brands are able to distribute these passes via CRM systems, e-commerce platforms, point-of-sale integrations, or media links, without needing a separate app.

Litecard includes QR/tap functionality, real-time notifications, and analytics that link customer actions to specific campaigns.

It supports plug-and-play deployment across sectors such as fashion, hospitality, FMCG, grocery, and pharmacy. This setup allows quick creation of branded signup forms and wallet passes without integration delays.

Litecard also provides dashboards to manage user journeys, monitor conversions, and deliver timely, location-aware marketing. These tools allow for reducing reliance on printed cards and physical coupons.

6. Premiumization & Specialty Goods: 45% of US Consumers Seek Premium Products

Health, sustainability, and authenticity continue to influence consumer choices. Shoppers associate “premium” with clean ingredients, transparent sourcing, and ethical practices. Increasingly, they define quality by perceived value rather than legacy branding.

In August 2024, 45% of US consumers said they seek premium goods when selecting a store or brand.

Environmental concerns also shape purchasing behavior. PwC’s 2024 Voice of the Consumer survey found that 85% of respondents experience climate change effects. Moreover, 80% are willing to pay more for sustainable products. On average, some consumers will pay 9.7% more for items that meet environmental criteria, such as local sourcing, recycled materials, or low-carbon supply chains.

Specialty foods play a key role in premium growth. According to the Specialty Food Association, US specialty food and beverage sales reached USD 207 billion in 2023.

Retailers and brands use AI to gain consumer insights, personalize offerings, optimize inventory, and improve supply-chain responsiveness. E-commerce platforms and social media allows premium brands to reach targeted audiences. Shopify reports that digitally native CPG brands have increased online sales and use data analytics to refine product lines.

Further, loyalty programs and personalized offers justify higher prices. These tools reward engaged shoppers and reinforce brand value. In product development, technologies like AI formulation, 3D printing, and advanced packaging support faster innovation and consistent quality.

Moreover, established companies are acquiring premium brands to expand their portfolios. Molson Coors acquired Blue Run, a bourbon producer, in 2023 to enter the spirits category. That same year, Campbell’s paid USD 2.7 billion for Sovos Brands, owner of Rao’s, to strengthen its position in premium sauces.

Looking ahead, the specialty products market is expected to reach USD 9.66 billion by 2029, with a CAGR of 9.6%.

Crunch Bites delivers Premium Snacking

Indian startup Crunch Bites offers preservative-free, small-batch Indian snacks through curated Crunch Boxes and nationwide delivery.

The startup prepares traditional items such as chakri, murukku, sev, chana papdi, flat sev, kara boondi, namak para, and poha chivda. Each snack comes in 200 g portions and is packed into boxes containing five or ten varieties.

Crunch Bites features The Ultimate Crunch Boxes, assortments designed to offer a mix of textures and flavors while preserving freshness and authenticity.

The startup applies eco-friendly practices across sourcing, preparation, packaging, and delivery. These efforts also support fair economic models.

Crunch Bites also provides subscription options, pan-India delivery, and clear shelf-life details. These features enable customers to plan repeat purchases with ease.

Nomi Brew advances Specialty Coffee

US-based startup Nomi Brew makes sustainable specialty coffee and brewing hardware to reduce plastic pod waste.

The startup sources beans directly from producers under fair wage agreements. It provides whole-bean subscriptions and sells its Podbuster, a single-serve coffee machine with a built-in stainless steel burr grinder for fresh, bean-to-cup brewing.

Nomi Brew offers subscription discounts, coffee gifts, and branded merchandise. It manages each stage of the supply chain with a focus on authenticity, transparency, and accountability.

Its anti-pod approach combines environmental responsibility with improved flavor, convenience, and ethical sourcing. The startup also supports conscious consumption by aligning quality coffee with positive impact.

7. Omnichannel Strategies: Companies Retain 89% of Customers with Omnichannel Approaches

Consumers expect a seamless experience across physical and digital touchpoints. Surveys show that about 75% of shoppers use digital channels to research or select CPG brands.

Retailers and brands that meet this demand tend to retain more customers. One study found that companies with mature omnichannel strategies retain 89% of their customer base.

Younger generations treat channels interchangeably. Gen Z, for example, views the physical and digital world as a unified space and expects consistent service across both.

Online CPG sales continue to grow faster than in-store purchases. Between 2023 and 2024, US online CPG and e-grocery sales rose by 10%, while traditional in-store sales increased by only 2%.

At the same time, new formats like social commerce and “buy online, pick up in-store” (BOPIS) are gaining traction.

CPG brands are tapping into retailers’ expanded omnichannel infrastructure. By mid-2024, Walmart operated 4743 online and pickup grocery outlets. Kroger ran over 2000 click-and-collect locations, and Amazon supported 11 Amazon Fresh stores alongside its delivery network.

Advertisers are investing heavily in channel-specific marketing. US retail media spending is expected to reach USD 60 billion in 2025, growing at 20% annually, outpacing overall ad spend. A 2025 survey found that 65% of global marketers plan to increase their retail media budgets. This trend reflects how brands use in-store ads, e-commerce placements, and shelf promotions to influence buying decisions.

To connect these channels, CPG leaders are deploying AI, machine learning, customer data platforms, and advanced analytics.

These tools enable personalized recommendations, dynamic pricing, and smarter product assortments. For example, some personal-care brands used omnichannel data to improve product placement and saw a 16% revenue lift across physical and digital shelves.

Further, the omnichannel retail solutions market is projected to grow from USD 9.48 billion in 2025 to USD 24.70 billion by 2034, with a CAGR of 11.22%.

Digital Commerce Global creates a Digital Commerce Ecosystem

Irish startup Digital Commerce Global delivers an independent benchmarking platform that enables global brand manufacturers to assess and improve their digital commerce capabilities.

The platform uses its proprietary SEEC methodology, Strategy, Enablers, Execution, and Culture, to analyze over 250 000 data points. It evaluates performance across Amazon partnerships, digital shelf optimization, retail media networks, and technology stacks.

Digital Commerce Global provides anonymized peer intelligence from more than 60 global brands. This data allows organizations to understand their competitive position and prioritize investment decisions.

The startup’s platform identifies capability gaps and delivers cross-functional benchmarks. It also generates actionable insights tailored to sustainable, digitally driven growth.

myPocketCFO offers an AI-powered CFO

US-based startup myPocketCFO makes an AI-powered finance management platform that serves as a virtual CFO for small and medium businesses, especially in eCommerce and omnichannel sectors.

The platform automatically ingests transactions from Shopify, Amazon, banks, invoices, bills, and wholesale channels. It applies built-in CPG logic to manage accrual-based bookkeeping across sales, cost of goods sold, inventory, and chargebacks.

It updates books daily and supports real-time revenue recognition, expense categorization, and one-click reconciliation. The users are able to customize industry-specific charts of accounts to fit their needs.

myPocketCFO includes a conversational ESG Copilot. This tool aids in interpreting reports, running variance analysis, and answering unlimited questions. In-app collaboration features allow users to comment, chat, and share directly on financial data.

8. Direct-to-Consumer Models: Make Up 1 in 7 Global E-Commerce Dollars

Shoppers are increasingly choosing to buy directly from brands. According to NielsenIQ, consumers value after-sales support, expert advice, and detailed product information more when purchasing through direct channels than from retailers.

DTC brands often appeal to price-sensitive customers. They offer best-price guarantees, subscription discounts, loyalty rewards, and early access to new products.

Within CPG, DTC channels have expanded quickly. NielsenIQ reports that DTC accounts for roughly one in seven global e-commerce dollars.

For CPG companies, selling direct provides full control over the customer journey. The brands are able to manage pricing, service, and marketing while owning first-party data. Direct channels also generate zero-party data, which enables personalized marketing and guides product development.

AI supports DTC operations across supply chains, R&D, and marketing. Personalized recommendations and dynamic pricing improve conversion and retention. Companies use customer analytics to tailor website content and email campaigns.

Technology further enhances the DTC experience. Voice assistants, AR previews, and chatbots offer added convenience. Smaller brands benefit from lean cloud-based platforms, integrated CRM tools, and third-party logistics, which lower launch barriers.

To compete with retail, many DTC brands focus on fast shipping and easy returns. Some use flexible fulfillment models, such as dark stores or micro-fulfillment centers, to speed delivery.

Subscription-based services, like razors, pet supplies, and meal kits, rely on predictive restocking algorithms to automate shipments. AI-driven inventory systems allow for reducing stockouts and overstock, which is critical for serving dispersed online customers. On the payment side, one-click checkout and digital wallets simplify the buying process.

In 2024, global investment in DTC brands reached USD 3.9 billion. Much of this activity came through corporate acquisitions rather than venture rounds. For instance, Unilever acquired Dr. Squatch for USD 1.5 billion, while Hindustan Unilever purchased Minimalist for USD 350 million.

Looking ahead, IMARC Group projects the DTC market to reach USD 2.75 trillion by 2033, growing at a compound annual rate of 17.3% from 2025 to 2033.

C-gence delivers Direct to Consumer Marketing

Polish startup C-gence offers an AI-powered receipt scanning tool that supports direct-to-consumer and omnichannel marketing. It captures full transaction data in real time without requiring a mobile app.

The solution uses a proprietary web-based scanner. It processes receipts instantly on a webpage, which makes purchase data available for segmentation, analytics, trend analysis, and reporting.

C-gence removes retailer approvals, printed codes, and consumer form submissions to reduce promotional costs. At the same time, it lowers fraud risk and shortens promotion launch times.

The platform links offline and online shopping data. This connection gives brands clearer insights into consumer behavior and improves campaign performance.

The startup integrates with existing marketing and data systems. This enables personalized engagement and accurate measurement of consumer activations.

Voyantis provides Prescriptive AI

Israeli startup Voyantis creates a prescriptive AI platform that enables DTC companies to improve customer acquisition and retention. It focuses on profitability in a competitive market.

The platform transforms anonymized behavioral and transactional data into hourly predictions of each user’s future value. It then relays these signals through ad network APIs to optimize campaigns and direct spend toward users with higher lifetime value.

Voyantis uses signal optimization to convert predictions into platform-specific actions. These prescriptions guide ad algorithms on Google, Meta, and TikTok to prioritize users with strong potential.

The startup’s platform supports growth by identifying upsell opportunities and flagging users at risk of churn. It also enables personalized lifecycle interventions that encourage loyalty and repeat purchases.

In 2025, Voyantis raised USD 41 million in funding, bringing its total to USD 60 million.

9. Rise of Influencer Marketing: 49% of Consumers Make Purchases Influenced by Creator Content

Major brands are shifting budgets toward influencer marketing. A WFA survey shows that 54% of multinational marketers plan to increase influencer spend in 2025. Additionally, 61% expect influencer marketing to play a larger role in future campaigns.

This shift stems from changing consumer behavior and emerging commerce platforms. Social media now plays a key role in product research; 82% of consumers use it for this purpose. Among younger audiences, 55% of Gen Z prefer TikTok, while 52% of Millennials favor Facebook. These habits make influencer campaigns a logical choice.

Sprout Social reports that 49% of consumers make weekly or monthly purchases influenced by creator content. Among Gen Z, trust in influencers runs deeper. In fact, 87% of Gen Z shoppers say they are more likely to buy from brands that collaborate with influencers.

Several trends continue to drive influencer success in CPG. Video and live shopping formats lead the way. Platforms like TikTok and Instagram Reels generate strong engagement, and many CPG brands host live-stream shopping events. Influencers skilled in these formats often outperform traditional ads.

AI and virtual influencers also contribute to growth. According to Sprout Social, 37% of consumers show interest in brands using AI-generated influencers. However, an equal share expresses skepticism, which highlights the need for balance.

Meanwhile, demand for authentic content remains strong. About 64% of consumers prefer genuine, unbiased reviews. Additionally, 55% respond positively when influencers share discount codes or exclusive offers.

CPG brands are already seeing results. In the better-for-you beverage segment, grassroots campaigns have driven measurable sales. For example, Poppi, a prebiotic soda brand, partnered with TikTok and Instagram creators in 2023. These efforts led to 204 million impressions and 2.3 million social engagements, allowing the brand to reach 5 million new households in 2024.

Moreover, the global influencer marketing platform market is projected to reach USD 97.55 billion by 2030. Analysts expect it to grow at a compound annual rate of 23.3% from 2025 to 2030.

Hypefy enables Automated Influencer Campaigns

Croatian startup Hypefy offers an AI-powered platform that simplifies influencer marketing. It supports campaign creation, influencer selection, content approval, payments, and performance tracking.

The users begin by entering campaign details, target market, product description, and budget. The platform then generates an AI-driven brief that outlines strategy, audience focus, and content direction.

Once the brief is approved, Hypefy recommends a list of influencers sourced from Instagram and TikTok. It manages outreach, coordinates communication, and allows brands to review and approve content before launch.

The platform operates without subscriptions and supports both automated and manual workflows. It includes real-time dashboards that track performance across key metrics and provide detailed reports for internal teams or clients.

In 2025, Hypefy raised EUR 1.75 million to expand its AI capabilities and reshape influencer marketing.

Crafted provides Social Content Optimization

US-based startup Crafted delivers an AI-enabled platform for influencer and user-generated content (UGC) marketing. It connects social campaigns to retail conversion through a simplified workflow.

The brand launches campaigns with retailer-specific briefs. These briefs outline target audiences, store locations, and key messaging. Crafted then shares the opportunity across a vetted creator network, using pre-set rates based on historical reach and engagement data.

The startup includes ConvertAI, a digital rebate tool. This feature attaches to paid or organic media and allows shoppers to upload receipts or connect with retailers. Shoppers receive cash-back rewards via Venmo, PayPal, or gift cards. At the same time, the platform captures SKU-level purchase data.

Crafted manages the full campaign lifecycle. It handles creator selection, content approvals, and usage rights. Further, real-time dashboards track redemptions, customer locations, attribution insights, and overall performance.

10. Expansion of Private Label Brands: Market to Reach USD 2.27 T by 2033

Consumer preferences continue to evolve. A 2025 Simon-Kucher survey found that 53% of shoppers favor store-brand products over national brands, largely due to price and perceived value. However, fewer than 50% would stick with private labels if prices increased.

On average, US shoppers pay about USD 2 more for national brands compared to similar store-brand items. This price gap has grown by 38% since 2019. As a result, 71% of consumers cite price and 72% cite value as key reasons for choosing private brands.

Younger shoppers show strong interest in private labels. Gen Z and Millennials lead the adoption of new store-brand products. At the same time, demand for better-for-you options continues to rise. Retailers are responding by adding organic, plant-based, and eco-friendly store-brand lines.

Private-label expansion is widespread. Between 2024 and 2025, nearly all major retailers introduced new store-brand offerings. For instance, Walmart launched its bettergoods label, Amazon rolled out the Amazon Saver line, and Kroger expanded its Field & Vine produce brand.

Further, Costco’s Kirkland Signature label accounted for 30% of the company’s sales in 2024, totaling approximately USD 74.6 billion. Retailers are backing these efforts with investment; over 90% of US grocers plan to increase spending on private-label development over the next two years.

Store brands are evolving beyond generic offerings. Many match national brands in formulation and packaging. The retailers are also introducing premium private labels, including organic, artisanal, ethnic, and health-focused products. These items appeal to shoppers who want both value and quality.

Besides, the private-label market is projected to reach USD 2.27 trillion by 2033, growing at a compound annual rate of 5.7% from 2025 to 2033.

Chapter Foods supports CPG & Premium Private Label Manufacturing

Turkish startup Chapter Foods offers a platform that connects CPG brands and retailers with vetted co-manufacturers and suppliers worldwide. It aids in accelerating product development and private-label manufacturing.

The brands are able to post project details and instantly match with manufacturers across categories. These include confectionery, bakery, chocolates, jarred foods, sauces, condiments, nut butters, beverages, supplements, and dried or freeze-dried products. Besides, manufacturers and suppliers gain access to new revenue streams and ingredient sourcing opportunities.

Chapter Foods brings clean-label expertise. It runs programs that replace artificial flavors and colors in gummies and candies. It also provides scalable solutions for private-label SKUs and ingredient sourcing.

The platform replaces traditional outreach methods like trade shows and cold calls. It uses analytics and built-in protections to safeguard intellectual property throughout the process.

Supliful provides a Private Label Supplements Platform

US-based startup Supliful creates a private-label dropshipping and fulfillment platform. It allows entrepreneurs to launch supplement, wellness, and personal care brands without upfront inventory costs.

It enables users to select from over 250 products, including vitamins, specialty supplements, coffee, skincare, and pet care. They are able to apply custom designs using Canva-integrated templates and sync products with Shopify or TikTok stores for automated order processing.

When a customer places an order, Supliful fulfills it on demand from US centers. It applies branded labels, ships under the merchant’s name, and delivers directly to consumers.

The platform focuses on consumable products that support recurring revenue and offer higher margins. It also provides full US market access without customs or storage concerns.

In addition, Supliful offers services such as brand accelerator programs, professional store design, custom product formulations, and perpetual content rights for mockups.

Discover all CPG Trends, Technologies & Startups

CPG innovation is evolving beyond current mainstream practices. Regenerative ingredient sourcing, AI-driven trend forecasting, and smart packaging with embedded sensors are gaining traction.

Besides, circular product design, blockchain-based provenance, and hyper-local manufacturing are beginning to influence how brands produce and distribute goods.

Together, these developments signal a shift toward more agile and transparent CPG models. They reflect changing consumer expectations and growing demand for responsible, value-driven products.

The CPG Trends & Startups outlined in this report only scratch the surface of trends that we identified during our data-driven innovation & startup scouting process. Identifying new opportunities & emerging technologies to implement into your business goes a long way in gaining a competitive advantage.