The shifts reshaping FMCG

Going into 2027, five trends are about to be built into FMCG packs, ranges and launch plans: fibre catching up to protein, GLP-1s changing the basket, treats surviving a tighter budget, own label closing in on the brands, and AI moving in on the shop. Everyone agrees they're real. Far fewer have tested how they play out.

So we asked. We put the options in front of consumers across the UK, US, Australia and New Zealand, and recorded what they picked rather than what they said in the abstract. Some of it confirms what you'd expect. Much of it doesn't.

What's inside:

• Fibre: a plain 'high in fibre' claim came dead last, and benefit-led claims beat it by more than three to one
• Protein: shoppers understand 'nutrient dense', yet they still choose 'high protein' by a wide margin
• Treats: when money gets tight the treat doesn't disappear, it just relocates
• Own label: it has won some categories outright, while others are still up for grabs
• AI shopping: it already shapes the shortlist, not the final click, and the real divide is age, not category

Who this is for:
FMCG brand, marketing and innovation teams planning 2027 ranges, packs and launches.

Reading about a trend tells you it exists. Testing it tells you how it plays out.