The Shifting Consumer Dynamics with NielsenIQ's Marta Bowles

The CPG Guys are joined in this episode by Marta Bowles, Chief Communications Officer and Global Marketing Centers of Excellence at NielsenIQ. This conversation is all about NIQ's latest consumer habits and trends report published Sept 2025. We also cover what to expect in 2026.

Follow Marta on LinkedIn at: https://www.linkedin.com/in/martabowles/
Follow NielsenIQ on Linkedin at: https://www.linkedin.com/company/nielseniq/posts/?feedView=all

Consumer habits report download : https://nielseniq.com/global/en/insights/report/2024/mid-year-consumer-outlook-guide-to-2025/

Here's what we asked her : 

1. Marta, let's start by understanding what these reports are, when did you release them and what data inputs went into them?
2. Your report says 2026 will be defined by consumer caution—even among financially thriving households. Why do you think this cautious mindset is sticking around, and how should brands respond to this ‘insurance mentality’ consumers seem to have?
3. Two-thirds of consumers say brand trust is very important. In a world where ‘less is more,’ how can brands earn and maintain that trust—especially when shoppers are cutting back and being more intentional with their purchases?
4. AI is rewriting product discovery, but there’s still distrust in AI-driven shopping. How do you see this tension playing out? Will consumers embrace AI as a shopping assistant, or will skepticism slow adoption?
5. You talk about retail media networks and creator commerce as game-changers for visibility. How do you see the balance shifting between traditional retail strategies and these new digital-first approaches in 2026?
6. Historically, shopping started with intent — increasing, platform like TikTok Shop show us that it now begins with inspiration. How is the consumer changing how they shop?
7. Private label is no longer just a trade-down option—it’s becoming a first choice. What’s driving this shift, and how should national brands rethink their competitive playbook?
8. Your report mentions anti-obesity medications, functional snacking, and commodity volatility as catalysts for change. Which of these trends do you think will have the biggest impact on CPG innovation in 2026—and why?
9. We see a note on consumers to prioritize core expenses over many CPG items own 2026. What does this mean?
10. Marta, with all the uncertainty and change consumers are navigating, what makes you most excited about 2026? And why should brands and retailers see this as a year of opportunity rather than just challenge?

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