C.A. Fortune

😷 Cold & Flu Season Shopper Trends September through November marks the start of cold & flu season, with most shoppers significantly concerned about the Flu, Common Cold, and Sinus Infections. Only 28% report significant concern about Covid-19. 💊 Preventative measures (vitamins/supplements/cleaning supplies/Tissues) are likely to be bought in advance of the season. Tea and soup/broth are also purchased occasionally. OTC medications are primarily purchased as needed (32% of shoppers); 24% of households purchase at the start of cold & flu season. Priorities for OTC meds: effectiveness, speed, availability, and duration. 36% of shoppers report that they are also eating a healthier diet. 68% of shoppers claim to protect themselves during cold and flu seasons with vitamins and supplements. However, only 23% of shoppers reported purchasing more of these items during this season. 🛍️ Pickup & Delivery sales increase when household members are under the weather.  51% of shoppers opt for Pickup & Delivery when they are sick  28% do this when others in their household are sick.  Overall throughout the year, 22% of shoppers use Pickup & Delivery. ℹ️ Shoppers gain awareness of cold/flu products from:  In-store displays - 49% Packaging - 43% Healthcare providers – 42% TV ads  - 40%  Social media/online reviews only 20% Thank you to Jacob Duban for this content.  Source: Kroger Consumer Digest

🌱 Plant-Based Protein: The Post-Hype Era Has Arrived During the Covid-era boom, Plant-Based Protein (PBP) brands surged 50% to a $1.5B market cap as consumers sought health-forward, meat-free options. Four years later, the category cooled to around $1.2B — a correction, not a collapse. 📊 The wellness movement behind PBPs hasn’t faded — it’s matured. Only 4% of adults have fully switched, but 30% purchase them occasionally. Among these flexitarians, over 40% cite health and dietary variety as their top motivators. 🔥 What’s driving the next phase? Growth will depend on flavor innovation and product satisfaction. If brands can close the sensory gap with animal protein — and connect authentically with sustainability-minded shoppers — the category could stabilize or even rebound. 📈 Key Consumer Insights •  “Flexible” audiences offer room to grow — 24% identify as flexitarian, vegetarian, or vegan. •  Variety rivals health — 42% buy PBPs for variety, 45% for health. •   Nutrition matters — 31% would buy more if PBPs were healthier than meat. •   Flavor sells — 35% want familiar flavors, 34% want bold and interesting ones. •   Education opportunity — 57% say it’s hard to know which PBPs are best. 👉 Plant-based protein is entering a new, more sustainable growth phase — less hype, more refinement. Success now hinges on improving taste, nutrition, and clarity for curious flexitarians who crave variety as much as health. Thanks to Jack Backus for this content. Source – Mintel, ‘Plant Based Proteins’

🍜 Why Global Flavors Are the Next Big Opportunity for Brands & Retailers Consumers—especially younger shoppers—are eager to explore international flavors. As U.S. cultural diversity grows, this curiosity is only expected to expand. The opportunity for brands and retailers is clear: deliver global tastes in convenient, familiar ways. 🔑 Consumer Mindset 71% are open to trying new cuisines if they fit their diet & lifestyle 64% prefer sauces and seasonings as an easy entry point Many lean toward familiar brands, finding unfamiliar international ones intimidating Consumers show the highest interest in curry, five-spice, and shawarma flavorings 41% prefer to shop for global flavors at traditional supermarkets 📲 Tools for Discovery 52% of Gen Z discovered cuisines via social media 42% of consumers rely on restaurants to discover new cuisines 34% get inspired through cooking shows 💡 Opportunities for Brands & Retailers Offer smaller sample sizes to lower the barrier to trial Use international assortments as a point of differentiation in traditional retail Lean into social media and digital marketing to spark curiosity and drive trial As global flavors move from trend to expectation, the brands and retailers who make them approachable and accessible will win consumer loyalty. ℹ️ If you have questions or would like to learn more, contact us at C.A. Insights: CAFAnalytics@cobllc.onmicrosoft.com #ConsumerTrends #CPG #FoodInnovation #RetailStrategy #GenZ #GlobalFlavors Thanks to Chou Khang for this content. Source: Mintel, ‘Regional & International Cuisines – US – 2025

🍂 Holiday 2025: What Retailers Need to Know as Shoppers Start Early 🎁 Fall has only just begun, yet consumers are already shifting into holiday shopping mode. Why? Lingering inflation and uncertainty around tariffs have many worried that gifts will be more expensive this year. The result: shoppers are starting earlier, spending more cautiously, and watching value more closely than ever before. 🔎 The Data Behind the Shift - Nearly half of shoppers will begin shopping before Halloween. - Holiday sales are expected to reach $1.6 trillion (up 3% vs. 2024’s 4%). - E-commerce will continue to outpace total growth, climbing 7%–9%. - Average consumer spend is expected to dip 5%, down to $1,552 across gifts, travel, and entertainment. While 41% of consumers worry about higher prices, 30% already plan to cut back—a signal that discretionary categories may face tighter competition. 📦 What About Tariffs? Most retailers have already stocked up for the season, and many ordered earlier than usual to sidestep tariff delays. That means prices for holiday 2025 are relatively insulated for now. But absorbing cost increases isn’t a sustainable long-term strategy—2026 could look very different. 💡 The Takeaway for Retailers & Brands - Lean into value: Promotions and bundles will resonate with shoppers looking to stretch their budgets. - Capitalize on early demand: With shopping starting sooner, October may be the new December. - Double down on digital: With e-commerce growth outpacing total retail, online experiences and convenience remain critical. - Prepare for what’s next: Tariff impacts may not bite this season, but they’re looming—long-term planning is key. 👉 The 2025 holiday season won’t be defined by runaway spending but by strategic choices—from retailers looking to preserve margins to consumers carefully weighing value. Those who adapt early will be best positioned to capture share in an uncertain climate. ℹ️ If you have questions or would like to learn more, contact us at C.A. Insights: CAFAnalytics@cobllc.onmicrosoft.com #CPG #FoodAndBeverage #ConsumerTrends #HolidayShopping #RetailStrategy #Tariffs #ConsumerSpending Thanks to Jessica Janson for this content. Source: CNBC, “Inflation, Tariffs Weigh on Consumers as Holiday Shopping Season Starts Early”

Congratulations to our exceptional Director of Paid Media, Frederic Zhang, on being named as one of the 2025 40 Under 40 honorees by Path to Purchase Institute! Please join us in celebrating Fred’s accomplishment, and learn more about this year’s P2PI class of 40 Under 40 at the following link: https://lnkd.in/dhNzHmKD

🥤 Shifting Beverage Behaviors: From Thirst to Lifestyle ✨ Walk into any store or café and you’ll notice it: beverages aren’t just about quenching thirst anymore. They’re about identity, wellness, and values. Here’s what today’s shoppers are telling us: 💪 Health & Functionality Drinks do more than hydrate — think electrolyte waters, protein shakes, immunity boosters, and plant-based blends. Functional is mainstream. 🌎 Flavor & Smart Sweetness Shoppers are sugar-savvy, exploring bold global flavors, comparing labels, and trying new formats — cans, bottles, ready-to-drink or mix-at-home. 🥂 Premium Meets Value Even in tight times, consumers pay for quality experiences: cold brew, craft sodas, small batch kombucha. However, accessible pricing still matters. ☕ Occasion Matters Morning rituals, afternoon boosts, evening indulgence — beverages follow the rhythm of the day. The winning brands show up at the right moment. ♻️ Simple Sustainability Clear, visible eco-actions win over complex messaging: recyclable cans, refillable bottles, transparent sourcing. Simplicity resonates. 💡 The Bottom Line: The aisle reflects modern life: health, experimentation, quality, and trust. Brands that thrive will: - Anticipate functional needs ✅ - Innovate without overcomplicating 🎨 - Balance indulgence with wellness ⚖️ - Make sustainability simple ♻️ - Align with lifestyles, not just thirst 🌟 👉 The future isn’t just selling a drink — it’s earning a role in someone’s lifestyle. Are you ready to evolve? ℹ️ If you have questions or would like to learn more, contact us at C.A. Insights: CAFAnalytics@cobllc.onmicrosoft.com #CPG # BeverageTrends #ConsumerTrends #ShopperBehavior #WellnessLifestyle #BrandInnovation #FlavorInnovation Thanks to Aaron Yablon for this content. Sources: NielsenIQ ‘Beverage Trends Report, 2024’; Circana, U.S. Beverage Shopper Insights, 2024’; Mintel, ‘Functional Drinks in the U.S., 2024’ 

🌐 The Shifting Landscape of CPG in 2025: 4 Trends You Can’t Ignore The CPG industry is under pressure. As consumer preferences evolve and government regulations tighten, many companies are struggling to keep pace. Slowing sales, ingredient reformulations, and market uncertainty are creating new challenges—and new opportunities. Here are four key trends shaping the remainder of 2025: 1️⃣ Manufacturers battle headwinds Inflation has curbed consumer spending, and companies are bracing for unpredictable tariffs and rising commodity costs. 2️⃣ Smaller, sector-focused M&A Growth is happening, but primarily through targeted, smaller-scale mergers and acquisitions—often within the same categories. 3️⃣ Consumers demand functionality With health top of mind and budgets stretched, shoppers increasingly expect food and beverages to deliver functional benefits. 4️⃣ Artificial dyes are out – what’s next? Following Health Secretary Robert F. Kennedy Jr’s call for the removal of artificial dyes, many wonder which ingredients may be scrutinized next. 🔎 Staying ahead of these shifts is crucial for brands seeking to avoid pitfalls and capitalize on growth in a rapidly evolving market! ℹ️ If you have questions or would like to learn more, contact us at C.A. Insights: CAFAnalytics@cobllc.onmicrosoft.com #CPG #ConsumerBehavior #FoodAndBeverage #ConsumerTrends #CPGInnovation #IngredientTransparency #BrandStrategy #RegulatoryTrends Thanks to Chou Khang for this content. Source: “4 Trends That Could Define the Rest of 2025,” Food Dive

Congratulations to our E-Commerce for contributing to our partners' success through developing & implementing high reach, revenue-driving Amazon Ads strategies.

Last week, we teamed up with SPINS for an insightful conversation on what separates the fastest-growing CPG brands from the pack. Now the recording is live! Hear from Meagen A., VP of BUILD, Lauren Hulett, SVP of Client Engagement at C.A. Fortune, and Benji Fitts, Director of CGS Growth Strategy at SPINS, as they dive into the habits, systems, and strategies that helped brands scale smart & fast and share actionable insights on what it takes to grow from $1M to $10M – and beyond. Whether you're a founder, operator, or sales leader, this one’s for you. Watch the full webinar using the following link: https://lnkd.in/eStUwP_r

We are always grateful for the opportunity to gather in person. Last week, our Engagement team connected at our Chicago headquarters, while our Minnesota team members met to enjoy the local State Fair together. These moments of connection keep us inspired and energized as we head into the busiest seasons of the year!