Podcast Summary
Welcome to the thirty-sixth episode of The Digital Shelf Insider Podcast hosted by Shreshta Joy. In this conversation, we’re joined by Barry Thomas (Senior Global Thought Leader) and Rachel Dalton (Head of Retail Insights), Kantar, to unpack how inflation, value hunting, wellness priorities, and AI adoption are reshaping how US consumers buy CPG products in 2025.
Barry and Rachel break down why affordability is still the dominant purchase filter, how wellness and personal care remain inflation-proof, and why private label growth continues to accelerate as shoppers redefine what “value” means. They also explain how loyalty ecosystems like Walmart+ and Amazon Prime are quietly taking ownership of repeat purchase behavior, and why ratings, reviews, and creator content have become frontline trust signals for shoppers.
The episode also explores how AI is shifting discovery toward the agentic web, where brand visibility is no longer driven only by paid media, but also by structured data, social proof, and user sentiment that LLMs pull into summaries.
Key themes
Here’s what stood out in our conversation with Barry & Rachel:
The Cost-of-Living Consumer Reset
Shoppers are cutting back, stretching budgets further, and weighing value more carefully, even in higher-income households.
Wellness as Inflation-Proof Demand
OTC, personal care, and wellness-linked categories continue to grow in unit volume because health remains a non-negotiable priority.
Private Label Momentum
Store brands are gaining share as shoppers prioritize credible value over legacy brand familiarity.
Loyalty Moves from Brands to Platforms
Walmart+, Amazon Prime, and retailer loyalty ecosystems now hold more influence over repeat purchase behavior than traditional brand loyalty.
UGC as a First-Line Insight Engine
Ratings, reviews, and creator content shape trust, feed product development signals, and increasingly determine marketplace relevance.
Key Highlights
Here’s what brands must take note of to understand the CPG consumer reset:
- Consumers are still spending cautiously despite easing inflation.
- Wellness and personal care categories remain resilient and continue to grow.
- Restaurants face slower traffic as more food occasions shift back to home.
- Social commerce is redefining discovery, especially for challenger brands.
- AI-driven discovery (agentic commerce) will accelerate UGC’s role in visibility.
Takeaways
Here are some practical actions CPG brands can apply today:
- Prioritize value communication, not just price changes.
- Treat loyalty ecosystems as a distribution strategy, not just media placements.
- Use reviews and UGC as real-time feedback loops for product and packaging.
- Track where consumers actually discover the brand; often outside search.
- Prepare for AI-led brand visibility where structured data and sentiment drive reach.
Conclusion
This episode is essential listening for CPG and retail teams navigating shifting consumer behavior in a cost-conscious environment. As wellness, value signaling, and UGC become new growth levers, brands must adjust how they compete for relevance, not only on price, but on credibility and proof.
If you’re responsible for consumer insights, marketplace performance, brand strategy, or retail media, this conversation with Barry Thomas and Rachel Dalton offers a grounded look at how the modern shopper is evolving and how brands must adapt to win.
Barry and Rachel also co-host Retail Sound Bites, Kantar’s podcast, where they decode global retail shifts and shopper behavior. Listen here: https://retailiq.kantar.com/retail-sound-bites
Watch now!
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
