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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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Blog CPG
The end of price-led growth: Why CPG brands need a new playbook
April 1, 2026
For the past three years, CPG growth has been powered by a relatively simple formula: Raise prices, protect margins and let inflation do the heavy lifting. Inflation provided cover, retailers ...
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Blog CPG
What consumers want from CPG brands in 2026
March 23, 2026
In 2026, it’s no longer enough for consumer packaged goods (CPG) brands to win in a single area like taste, price or convenience. Consumers are weighing multiple priorities at once, from improving ...
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Blog Innovation
New food & beverage brand categories to watch in 2026
March 9, 2026
New CPG categories rarely begin with a single breakthrough product. They emerge when consumers start thinking about familiar products differently. When that shift happens, brands begin designing new ...
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Blog Innovation
Strategies that help challenger brands win the market
January 30, 2026
We all know about legacy brands, those household or instantly recognizable brand names we’ve practically grown up with. But what about challenger brands? Challenger brands are the new players on the ...
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Blog CPG
From trend to core business strategy: Why sustainability became non-negotiable for CPG brands
November 21, 2025
Sustainability has been a big buzzword in the CPG space for over a decade. But more than just a passing trend, sustainability has become a core driving factor in consumers' purchasing decisions and ...
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Blog Innovation
From freezer to fork: What consumers really want in ready-to-eat meals
November 11, 2025
Convenience often wins these days — and few products deliver it quite like single-serve, ready-to-eat frozen meals. These meals offer a quick solution when you don’t have time or energy to cook. They ...
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Blog Brand
How brand analysts can track and support CPG brand health in a skeptical market
October 30, 2025
In September, U.S. inflation hit 3% for the first time since January. To deal with rising costs, consumers are cutting their spending across CPG categories and trading their branded products for ...
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Blog Advertising
From awareness to sales: How influencers drive growth for CPG brands
October 28, 2025
The collision of CPG and the influencer economy Over the past decade, influencer marketing has evolved from a niche social media tactic into an expected $32.5 billion global industry in 2025. And ...
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Blog Innovation
How CPG analysts can cut launch failures and accelerate innovation
October 9, 2025
For CPG brand analysts, stakes couldn’t be higher. Some of the current challenges they face include: Very high launch costs and failure rates Shifting consumer preferences Supply chain disruptions ...
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