CONSUMERS REDEFINE VALUE Sally Lyons Wyatt, Circa- na’s global executive vice president and chief advisor, says shifting behaviors de- mand a new approach from brands. Circana’s data reveals that value has become increa- singly personalized. Mass merchants, club stores, and value retailers continue to attract budget-conscious shoppers, while e-commer- ce gains momentum thanks to innovations from the bi- ggest players in retail. Consumers are prioritizing in-home food and beverage spending while redefning ‘value’ with an emphasis on convenience and functionality. Te CPG industry must strategically identify ways to stimulate demand and remain proftable. Sally Lyons Wyatt / Circana’s global executive vice president and chief advisor DATA-DRIVEN GUIDANCE FOR A COMPETITIVE MARKET Circana emphasizes that understanding the inter- play of value, health, and demographics is critical for navigating the next phase of market evolution. With modest sales grow- th expected through 2026, companies that can leve- rage data insights to meet changing consumer expec- tations will be better posi- tioned to capture market share. ...Continuation of page 24 DEMOGRAPHIC SHIFTS IMPACT DEMAND Circana’s outlook also iden- tifes demographic changes as a signifcant factor in shaping category perfor- mance. Tighter budgets among low-income and Hispanic households are afecting spending patter- ns, while declining birth ra- tes and slower immigration growth could dampen de- mand in certain categories over time. Retailers and manufac- turers will need to adapt product portfolios and mar- keting strategies to refect these population shifts, par- ticularly in urban markets where growth is slowing. HEALTH AND WELLNESS GAIN INFLUENCE Health-conscious purcha- sing patterns are reshaping the food and beverage sec- tor. Many consumers are adopting higher-protein diets, cutting back on alco- hol and snacks, and seeking premium products with functional, health-driven ingredients. Tis wellness-driven shift presents opportunities for brands to align products with evolving nutritional preferences, particularly as more shoppers look for foods that support active lifestyles and long-term we- ll-being. 26�NOVEMBER / DECEMBER 2025 ABASTO.COM ECONOMY FOCUS