Unpacking the Adaptive Shopper, the E-shaped economy, and the five forces that influence action heading into 2027.
The middle class isn’t just getting squeezed anymore — it’s splitting into its own strained tier. Meanwhile, the same shopper is balancing affordability, convenience and quality within one household, often on the same trip.
State of the Industry 2H 2026 breaks down what’s actually happening in the aisles, the channels and the economy behind them, and what it means for brands and retailers heading into next year.
What’s inside:
- The Adaptive Shopper: three routines now shaping every trip
- The E-shaped economy: how upper, middle and lower households are each responding to pressure
- Five forces that could speed up reallocation in 2027, from AI-driven shopping to the retail media squeeze
- Channel, retailer and aisle health boards for 2026 into 2027
- Strategic actions for brands and retailers to win the Adaptive Shopper
This preview covers food and CPG findings. Download the full report for non-food categories, too.
If you’re a brand, this report answers:
If you’re a retailer, this report answers:
- Where to spend if the value message isn’t landing the way it used to
- Which quality claims are worth making, and which ones need proof behind them
- How to show up when AI is doing more of the deciding before a shopper reaches the shelf
- Where retail media dollars are actually paying off, and where they’re just keeping pace
- Which channels and formats are gaining ground heading into 2027, and which are losing it
- Why fewer shoppers are sticking to one store, and what that means for how you compete for the trip
- What’s driving the promo treadmill, and whether deeper discounts are even working anymore
- Where private label is picking up share, and where it’s stalling
Gain your momentum, going into 2027. Get the full report.
In case you missed it, catch up with our Advantage360™ Proprietary Shopper Study, No. 5 – Different Shoppers. Different Directions.
