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Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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zappi pumpkin spice
Blog Innovation
The economics, marketing and psychology behind Pumpkin Spice: Fall’s most enduring flavor
September 30, 2026
Pumpkin spice is the ultimate fall flavor. The global pumpkin spice market is valued at $1.25 billion. Starbucks alone sells 20 million Pumpkin Spice Lattes every year, accounting for nearly 10% of ...
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Innovation Spotlight: Fanta’s Haunted Collection
Blog Innovation
Innovation Spotlight: Fanta’s Haunted Collection
September 22, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched Fanta’s Haunted Collection, ...
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Blog Innovation
How to win with protein now that it’s a mainstream CPG trend
September 8, 2026
Protein is everywhere across food and drink categories right now — bread, pasta, snack cheese, even coffee. Mintel data shows food and beverage launches carrying a high-protein claim quadrupled ...
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Blog Innovation
How matcha moved from tradition to trend
August 14, 2026
Matcha has become one of the biggest trending products in 2026. The matcha market is currently worth $5.5 billion in 2026, with experts predicting the market will hit $8.9 billion by 2033. A historic ...
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Blog CPG
6 big bets for CPG leaders in 2026 and beyond
May 4, 2026
Growth in CPG is getting harder and harder as consumer preferences and organizational calibrations continue to shift. Overall, consumers are more value-driven, loyalty is less predictable, portfolios ...
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Blog AI
Closing the AI gap: How CPG brands can unlock growth and efficiency
April 29, 2026
AI isn’t a future-state conversation for CPG brands. It’s already reshaping how products are discovered and purchased. But most CPG organizations are stuck in a strange middle ground with high ...
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Blog Innovation
The value gap: What consumers care about vs. what they’ll pay for
April 20, 2026
Today’s CPG shopper still cares deeply about sustainability, ethics and brand values. But at the same time, they’re working with tighter budgets and more scrutiny over every purchase. The result is a ...
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Blog Innovation
How consumers find and choose CPG products today
April 15, 2026
The path to purchase is much more fragmented and far less controlled by brands than it used to be. Consumers discover products across multiple channels, evaluate far more options and make more ...
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Blog Brand
Why brand loyalty is collapsing across CPG brands
April 6, 2026
For decades, brand loyalty was one of the most powerful advantages in CPG. Strong brands didn’t just drive awareness, they drove repeat purchases. They justified premium pricing through this loyalty ...
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The State of Creative Effectiveness: Social Video
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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