Navigating the Headwinds: What’s Next for CPG in a Shifting Economy

Written By Parker Cho

A recap of the Industry Update held on October 8, 2025

The October Industry Update brought together a powerhouse group of CPG experts to dissect the mounting challenges facing brands as they enter 2026. From economic pressures to shifting digital strategies and regulatory complexity, the panel delivered clear, honest insights into how brands can adapt and thrive.

Moderated by Heather Terry, the conversation was lively, strategic, and grounded in real-world brand experience. Each panelist contributed actionable wisdom across areas like consumer behavior, compliance risk, e-commerce realities, and pricing strategy. The speakers delivered grounded perspectives and strategic foresight valuable for both emerging founders and seasoned operators.

Panelists tackled key issues including:

  • Why Q1 2026 may be even more difficult than Q4, especially for brands not tightening their strategies now

  • What to know about "ultra-processed" food regulation, and how it may catch even natural brands off guard

  • How consumers are focusing less on origin stories and more on functional benefits like fiber, protein, and sleep

  • Why brands should own their digital footprint and treat DTC + Amazon as core storefronts, not afterthoughts

INDUSTRY EXPERTS

Key Takeaways

Pricing, Value & Consumer Behavior

  • Consumers are scrutinizing purchases more than ever; brands must clearly communicate why they’re worth the price.

  • Private label is gaining ground, but branded products can stand out by emphasizing function, quality, and brand trust.

  • Founders should revisit positioning: lead with benefits, not buzzwords.

Retail & Channel Strategy

  • Retail delistings are real. Focus on depth of performance over breadth of placement.

  • Not every product belongs in every channel. Know your retail fit and protect your margins.

  • Build stronger retail partnerships by showing up with velocity, story, and shopper insight.

Digital Strategy & DTC

  • Your website and Amazon presence are core discovery tools. Treat them like flagship storefronts.

  • DTC can still drive growth, but you need to layer in community, content, and clarity.

  • With CAC rising, brands must optimize for retention and organic engagement.

Regulatory & Labeling

  • Watch out for shifting definitions: “natural,” “clean,” and “regenerative” have growing legal implications.

  • Claims should be specific and supportable, especially in DTC copy and on-pack.

  • State-level regulation is expanding; compliance must be proactive, not reactive.

Consumer Trends & Brand Positioning

  • Most consumers don’t understand technical or wellness claims. Brands need to simplify messaging.

  • Build relevance by aligning with how shoppers actually feel: tired, overwhelmed, cautious.

  • Wellness is evolving from aspirational to functional and results-driven.

 Strategic Mindset for 2026

  • Don’t chase every trend. Focus, say no more often, and play your long game.

  • Be agile, but don’t panic. Stability and clarity will be competitive advantages.

  • Invest in what you can control: brand, team, product, and digital presence.

On-Demand Webinar

Miss the event or want to rewatch? Check out the full recording below:

Further Resources

Thank you so much to our our amazing speakers for sharing their expertise! Check out further resources offered below:

  • Contact Social Nature to reach your ideal target market: health-minded shoppers to drive trial at retail, and collect authentic reviews for syndication (pro tip: helps you get picked up by OpenAI). Naturally Network members get exclusive discounted pricing on digital product sampling campaigns — helping you scale smarter and faster. Learn more [HERE]

  • Pattern is offering a complimentary Amazon Scorecard and G.E.O. Scorecard (an audit of how your brand appears in LLMs like ChatGPT) to any interested brands. Using Pattern’s 46T+ data points, we’ll assess current performance and pinpoint opportunities for growth.

    To request one or both scorecards, contact Cali Johnson, Category Lead at cali.johnson@pattern.com. 

  • Check out these resources available at no cost to founders from SPINS:

    • SPINS Ignite:   Wonderful trend support from SPINS for your subcategory to help to build retailer pitches and watch market trends.  https://www.spins.com/ignite/

    • SPINS Resources:  Sign up to receive notification of our thought leadership and webinars.  Great trends to be able to quote in retailer pitches and keep up with industry dynamics.  Explore what's posted on the site as well.  https://www.spins.com/resources/

Parker Cho
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Naturally Network @ Newtopia Now 2025