Search Results

Remember how Mondays used to start? Walmart’s weekly Beats Report would hit your inbox, and you held your breath. If your item price had been beaten somewhere else, you knew what came next: price-protection conversations, maybe an unplanned Rollback, and an awkward huddle with finance. As a Walmart buyer, I watched that same ritual play out with every vendor. Back then, the week had a tempo. Today, the clock never stops. Sophisticated AI price monitoring and Amazon’s algorithm have turned a weekly pulse into a live wire. There’s no hiding, no pause button. A single low price anywhere can echo everywhere. Amazon isn’t just comparing UPCs. It matches by price per unit across families, sizes, and formats. If it’s published, assume it’s visible. That’s how a weekend deal becomes the market price by Tuesday—and why frequent price promotions can punch holes in price integrity that take weeks to close. Feeling pressed? You’re not alone. Across categories, manufacturers say their number one pain point is maintaining price integrity across channels. Transparency, algorithmic matching, and relentless promotions are pulling prices lower, and keeping them there. The ripple effects are real: Margin erosion, brand dilution strained retailer relationships. Add third-party sellers and it’s no surprise that even strong brands struggle to hold the line. Our first instinct? Fight price with price. But that sprint ends painfully. Undisciplined promotions, club packs without guardrails, and siloed, account-by-account decisions only fuel the fire. Decisions made for one account trigger price cuts in others. Swapping counts without changing consumer value doesn’t fool unit-level matching. And single-use promo codes? They get scraped and spread, with leaks everywhere. Those old “configuration tricks”? They rarely work now. So how do you win? Not by chasing price drops. Instead, rebuild discipline in an always-on marketplace. Leaders now treat price integrity as a capability, not a reaction. It’s part of their operating system—governed, data-driven, and strategically aligned. They’re asking new questions: Who owns price in a transparent marketplace? How do we align Sales, Marketing, and Finance when one decision ripples everywhere? How should our assortment, price pack architecture, and promotional design evolve to defend value? These are complex questions, with no one-size-fits-all answer. We’re helping many brands modernize MAP enforcement, rebuild governance, and protect brand equity in an AI-driven marketplace. Quick example. A mid-size health and wellness brand recently faced significant marketplace price erosion, hurting margin and retailer trust. By uncovering root causes of compression and defining targeted actions, they’ve begun regaining control of their narrative and profitability. They’re not done, but that clarity around the drivers, and a  roadmap to address them, has already put them on stronger footing. Price integrity isn’t about being the lowest. It’s about being the clearest and most consistent. Shoppers reward that. Retailers appreciate it. Your P&L depends on it. And if you miss those Monday Beats, think of it this way: They once told you where you stood after a weekend; today the feed updates every hour. The principle is the same. You may not beat the algorithm, but you can protect your brand. Those who listen and act with discipline will stay in rhythm with the market. As for the rest? The beat moves on without them. Jason Reiser is Chief Executive Officer, Market Performance Group

Fresh data signals the Grocery channel is holding its ground: Trips are improving,and promotions are helping steady unit performance. According to new findings from the MPG OmniPulse Q2 Retail Insights report, Grocery’s resilience is clear, but so is the pressure from leakage into Club, Mass, and Online. Today, MPG InsightsLab Sr. Director Lucretia Nesbitt shares a quick top line on: Where trip momentum is building across formats What stabilizing units and promotions hint at for the aisle How value, regional, and fresh-focused banners are carving out momentum Which core trip drivers deserve protection in your portfolio, and where can you recapture leakage to other channels? Connect with MPG InsightsLab Lucretia Nesbitt and Grocery Commerce GM Chris Skyers for retailer-specific plans that turn insights into your category play for greater share of wallet. Our InsightsLab team goes far beyond retail analysis, combining world-class expertise with robust data sources and proprietary tools to turn signals into actions that accelerate growth. Lucretia Nesbitt is Sr. Director and Head of InsightsLab for Grocery at MPG. She joined MPG in 2025 coming from NielsenIQ. Lucretia i s skilled at leveraging marketplace intelligence and cutting-edge solutions to inform business strategy, strengthen customer relationships, and uncover growth opportunities.

New data from MPG’s OmniPulse Q2 Retail Insights report shows the Drug channel is rapidly evolving into a wellness destination. Refills and recommendations are expanding pharmacy trips into broader health and wellness missions, lifting baskets and reshaping how shoppers engage with care. The question: When 200 million shoppers make that shift, will they put your brand in the basket or your competitor’s?  Today, MPG InsightsLab VP  Liz Di Maria  shares some of the findings on: Which consumer behaviors are transforming the Drug channel into a trusted health and convenience hub How refill and recommendation journeys are expanding pharmacy missions into fuller wellness baskets The scale behind this shift and what it could mean for brand opportunity Forward-thinking suppliers are already harnessing this momentum to reshape growth strategies and win share. To learn more and accelerate your business growth in this fast-evolving space, connect with  Liz Di Maria  and MPG Omnichannel Healthcare SVP  Brian Granger . Our team goes far beyond retail analysis, combining world-class expertise with robust data sources and proprietary tools to turn signals into strategies that accelerate growth. Liz DiMaria is the Vice President, InsightsLab, at Market Performance Group. She joined MPG in 2023 coming from NielsenIQ. Liz is a results-driven trusted strategic business partner with 14+ years in CPG retail analytics and insights leadership and 3 years in client and internal global communications.

The income divide in consumer spending is widening —and it’s reshaping the marketplace. That’s one of the key findings from the new MPG OmniPulse Q2 Retail Insights Report. Today, MPG InsightsLab VP Liz Di Maria shares a quick topline on: The signals behind the widening income gap How the channel mix is shifting —and what to watch next Want to dig deeper into what this means for your brand? Consumer confidence may look steady, but inflation, tariffs, and slowing job growth are weighing heavily—while Fed rate cuts and high-income spending momentum are sending the top of the market in a different direction. Connect with MPG InsightsLab VP Liz Di Maria and the MPG team for income-based pack, channel, and message maps that can drive brand growth in this challenging landscape. Our MPG OmniPulse: Quarterly Retail Insights report goes beyond trendspotting —it’s your guide to the forces reshaping retail, shopper behavior, and where the biggest growth opportunities are taking shape. Liz DiMaria is the Vice President, InsightsLab, at Market Performance Group. She joined MPG in 2023 coming from NielsenIQ. Liz is a results-driven trusted strategic business partner with 14+ years in CPG retail analytics and insights leadership and 3 years in client and internal global communications.

If your alarm wasn’t already blaring, Walmart just cranked the volume. Generative AI hasn’t just shown up; it’s been hard at work reshaping retail for two years while many brands kept fine-tuning yesterday’s playbook. Today’s headlines—Walmart consolidating dozens of bots into “super agents” and Amazon sharpening Rufus and Cosmo to parse every image, keyword, and voice cue—aren’t gentle wake-up calls. They’re a siren. Brands that still treat GenAI as a side project aren’t buying time; they’re losing share, margin, and visibility every quarter the alarm goes unanswered. Why the urgency? GenAI no longer sits on the analytic sidelines. It translates live signals—text, images, bar codes, shelf cameras, even voice prompts—into commercial actions. When Walmart’s shopper agent, Sparky, scans a fridge and suggests a replenishment bundle, it skips the old promo cycle. When supplier-facing tools spot a looming stockout, they don’t send a report; they place orders, launch retail media, and update PDP content. Late adopters pay twice. Short term, they surface less because engines favor clean, machine-readable content. Long term, those engines learn from proactive brands, widening the gap. Call it a flywheel—only this time, it spins at algorithmic speed. Brands are already rewiring the shelf for AI. For example, a leading skincare brand targeting Gen Z shoppers—who turn to AI before they buy—overhauled its online experience by rebuilding product pages to talk the language of AI: answering real shopper questions, putting authoritative proof front and center (like clinical citations), and spotlighting creator reviews and tutorials consumers trust. The result: more prominent placement in AI responses, higher-intent traffic, and a measurable lift in conversion. We’re seeing the same gains in our work. We recently helped a mid-sized beauty brand rebuild its Amazon digital shelf for GenAI discoverability—adding visual label tags to images and rewriting PDP copy for Rufus and Cosmo. That kind of momentum doesn’t happen by accident—it happens by design. This shift has a name: generative engine optimization (GEO). Unlike traditional SEO, it focuses on making content discoverable by AI agents, not just search engines. Yet GEO is lagging: 47% of brands have no deliberate strategy or don’t know if they appear in AI agent responses, and another 47% have only just begun. Meanwhile, AI agents are becoming commerce channels: two-thirds of adults already interact with brands via AI, and 13% now start shopping there. If you’re not optimized, you fade from view while others rise. So how do you keep pace? Put upskilling first—this is critical! Then tackle these essentials to make your brand more discoverable, relevant, and actionable for AI agents: Start with capability, not tools. Establish an AI working group comprising Sales, Operations, and Legal, with senior-level sponsorship. Give them the power to greenlight quick tests and responsibility for data hygiene and IP protection. Focus on training by function and level, set adoption and ROI KPIs, and broadcast early wins. Remember, this is an enterprise lift . Companies that capture value treat gen AI as organizational change—rewiring workflows, putting senior leaders over governance, and scaling with clear roadmaps, KPI tracking, role-based training, and human-in-the-loop controls—not just buying new tech. For organizations seeking a head start, we’re partnering with CPGs to train cross-functional groups through practical sessions that translate into daily work. The unlock here isn’t one tool; it’s new workflows that stick. Review your current AI platform against the best available .  The IT-led efforts to use ‘legacy’ tech partners, initiated two years ago, are hindering your team's ability to use the ‘best’ models being built and leveraged today. Standardize the data agents ingest . With Walmart’s “super agents” scaling, clean, consistent cost, margin, pack, ESG, and other core attributes are now a competitiveness issue—not housekeeping. Audit and normalize those fields now so agents flag your items as low-friction. Expand presence where AI agents learn . Prioritize content on Reddit, Quora, and YouTube, frequent sources for AI model training, to boost discoverability. Make every digital asset GenAI-ready.  Add descriptive alt text to hero shots, and overlay benefit text on secondary images in a way both people and AI can read—short phrases, high-contrast type, simple fonts, sized for mobile. Rewrite PDP headlines in conversational language. Engines like Rufus reward fresh, semantically clear content that answers intent. Link retail‑media spend to live supply.  Let campaigns throttle up when inventory is healthy and down when DCs tighten. Few things burn cash faster than ads that send shoppers to an empty shelf. The takeaway is clear: Every day you hesitate, someone else’s SKUs feed the machine—training it to recommend their products and optimize their supply chains. Answer the alarm now and your brand surfaces first, ships faster, and spends smarter. Ignore the alarm, and you’re not just snoozing. You’re sleeping through the biggest retail transformation of our generation…and you won’t like what you wake up to.

-By Rachel Tetreault, General Manager, Omnichannel Healthcare Consumers aren’t waiting for healthcare to come to them—they’re redefining it on their own terms. Drugstores, once a transactional stop for refills and flu shots, are now the most accessible gateways to everyday wellness. As shoppers demand holistic health solutions, seamless digital integration, and trusted guidance, the channel is being rewritten in real time. From proactive self-care to beauty and nutrition, Drug is becoming the new front door to healthier lives and, for CPG brands, a powerful engine for growth. Are you ready to evolve with it, or be left behind? Health-first shopping is exploding: Pharmacies are the most trusted, most convenient wellness hubs, sitting within five miles of 89% of U.S. homes. More than 200 million customers  shop the drug channel, driving 4.7 billion visits annually 45% of shoppers visit drugstores every month Shoppers are not just coming for prescriptions. From immunizations, diagnostics, and consultations to supplements, snacks, and beauty products, today’s drugstore has become a hub for holistic care and everyday lifestyle needs. Yet too many CPG suppliers still view the drug channel as a narrow, transactional space. Today’s retailers are re-engineering their stores and digital assets around health and wellness services, products, and on-demand advice.  Moving beyond chronic sick care, it’s about meeting consumers wherever they are on their wellness journey and helping them live healthier lives. Our Omni Healthcare team has been deeply engaged in this transformation, reframing the channel to align with modern consumer health needs and create a true growth engine. While some brands are flattening or pulling back investment, early movers are already winning share. With retailer-specific strategies, data-driven activation, thought leadership, and the right partner, CPG leaders can innovate, not just distribute. Why the Drug Channel Matters More Than Ever Post-COVID investments in clinics, immunizations, diagnostics, and digital fulfillment have transformed pharmacies into health-anchored, omnichannel hubs. These moves are driving traffic, trust, and loyalty, creating repeat visits, subscription-style adherence programs, and margin-accretive baskets. Over half of drugstore shoppers visit two to three times monthly, with 64% of trips driven by urgency or promotions, making each visit a highly intentional moment for brands to activate. Importantly, 71% of in-store shoppers picking up prescriptions also purchase from a broad selection of branded and private-label wellness products. This is no longer a single-category play. It’s an omnichannel healthcare ecosystem  where beauty, wellness, personal care, and lifestyle intersect. The stakes—and rewards—are significant. The channel exceeds $54 billion in sales , with CVS and Walgreens alone driving $16 billion  in health-related retail. And the shopper mix is shifting, moving beyond aging consumers managing conditions. Younger shoppers increasingly see drug retailers as essential health partners, while Gen X and Boomers maintain strong loyalty. Shoppers are also more likely to lean into loyalty and rewards programs, creating opportunities to build lasting relationships. Winning in a Health-First, Omnichannel World Success in this reinvented channel demands fluency and flexibility.  A one-size-fits-all approach will fail. You must learn each retailer’s dynamics and strategic direction, pivot to support their efforts, and tailor strategies to accelerate speed to scale. For example, CVS is evolving into a health-first destination with localized assortments and omni-fulfillment, especially at the intersection of beauty and wellness. Walgreens is doubling down on community trust, personalized service, and data-driven engagement. Independent pharmacies—nearly 19,000 strong—remain deeply rooted in communities and offer hyper-local influence, often as part of a Group Purchasing Organization (GPO). GPOs amplify reach and efficiency by pooling the buying power of thousands of pharmacies and healthcare providers, giving suppliers a single entry point. One GPO partnership can unlock scale, streamline contracting, and instantly connect your brand to a vast network of trusted customers. To accelerate growth, leverage retailer tools and data to understand your shopper, monitor competitor activity, and identify opportunities to expand your brand’s role. Develop joint business plans that drive awareness through upper-funnel marketing, then customize efforts to each retailer’s strategy, store fleet, and shopper demographics. And remember what makes this channel unique: Immediacy drives trips. Sixty-four percent of visits are need-it-now occasions. Loyalty is built-in. CVS has 74M rewards members; Walgreens has 100M+. Omnichannel integration matters.  From BOPIS to same-day delivery, shoppers move seamlessly between digital and physical touchpoints. For CPG suppliers ready to embrace this evolution, the benefits are clear: Higher frequency and deeper loyalty.  Meet shoppers where they already build trust and habits. Premium positioning. Drugstores are wellness-driven destinations—ideal for launches and category expansion. Unified activation. PDP optimization, loyalty bundles, and wellness-centric cross-category solutions drive bigger baskets. Localized relevance. Hyper-targeted activations deliver outsized impact in community-driven environments. Need proof the right approach works? One major consumer health brand faced declining preference in the drug channel despite category growth. By partnering with our team to pivot—leveraging pharmacy-led solutions, digital offers, and hyper-local assortment planning—they regained category leadership at a top-three retailer and delivered a 12% lift in baseline sales in just 16 weeks. As the industry converges at NACDS TSE, conversations will center on digital acceleration, loyalty, and creating value across both front and back of store. But one truth stands out: This channel is no longer just a box to check—it’s a lever for sustainable brand growth. So ask yourself: Are we still treating the drug channel as a transactional afterthought? Are our pricing, promotions, and formats aligned with how shoppers actually use this channel today? And perhaps most importantly, is our current structure built to keep pace, or is it time to bring in a partner who can help connect the dots, strengthen retailer relationships, and accelerate results? The channel is evolving at breakneck speed. But if you’re ready to reimagine drug as a health-first omnichannel experience supporting consumers at every stage of their wellness journey,  this could be your most powerful engine for growth. At a Glance: The Drug Channel Opportunity The Scale You Can’t Ignore • 4.7B shopper visits annually • 200M+ customers shop Drug each year • 45% of all market shoppers visit monthly • $54B+ in channel sales • 71% of prescription trips include additional wellness purchases • 89% of U.S. homes are within 5 miles of a drugstore • 74M CVS & 100M+ Walgreens loyalty members Why It Matters Drugstores are evolving into health-first, omnichannel wellness hubs —no longer just for prescriptions Shoppers of all ages are seeking trusted, convenient health, beauty, and wellness solutions Retailers are re-engineering stores and digital assets  for holistic care, driving repeat visits and margin-accretive baskets Early movers are already winning share , loyalty, and stronger retailer partnerships How to Win Tailor strategies   to each retailer Leverage data-driven activation + omnichannel integration Meet shoppers where they are seamlessly   Tap into GPOs and independent pharmacy networks for scale The Drug Channel is no longer just a box to check—it can be your next growth engine. Want to see how MPG is helping CPG brands accelerate in this evolving channel? Contact Rachel Tetreault at rachel.tetreault@mpgllc.com .

Ask yourself: How much disruption can your supply chain really handle? Tariffs announced one week, delayed the next, then suddenly back on the table, every shift forces suppliers to scramble. Yes, retailers have been rushing to stock ahead of potential reciprocal tariffs, temporarily filling ports, but everyone knows the rebound won’t last. NRF’s Global Port Tracker is still projecting a double-digit drop in imports through the fall, with some months expected to plunge nearly 20% year over year. For small and mid-size businesses especially, it’s a daily gauntlet: longer lead times, rising freight costs, canceled sailings, and retailer scorecards that won’t wait for geopolitical uncertainty to settle.   Delays upstream force last-minute pivots downstream, and the pressure doesn’t stop at the warehouse door. Miss one delivery window, and fines stack up. Non-compliance with ever-growing retailer logistics requirements chips away at already thin margins. It’s not just tariffs that sting; it’s the inefficiency they expose in a disconnected supply chain. When you’re spending more time reacting than planning, it’s tough to keep your team focused on driving the business forward. So, how connected is your order-to-cash process? When an order comes in, do all the moving parts, ERP, 3PL, retailer EDI, speak the same language? Or does it feel like a relay race with too many dropped batons? ERP setup, 3PL management, and retailer EDI all have one thing in common: They require significant upfront investment in technology and people…only for you to later spend even more time figuring out why retailers are deducting for the very processes you worked so hard to put in place.   In short, here’s what these terms mean. ERP, Enterprise Resource Planning, is the system you rely on to run your business. EDI, Electronic Data Interchange, is the format retailers use to send purchase orders and invoices. And 3PL, Third-party Logistics, is the warehouse partner that picks, packs, and ships on your behalf. In theory, they work seamlessly. In reality, each handoff is a potential fail point, especially when tariffs force rapid shifts in sourcing or timing.   We’ve all seen how deductions creep in when it’s not working right. Maybe it starts as a small pile you promise to clear “later,” until later never comes. Or when you finally dive in, it’s too late and the claims get buried in a catch-all “co-op spend” bucket. Was it a compliance issue? A mislabeled shipment? A missed EDI transmission? Regardless, the charges add up fast, quietly eating into your bottom line. Even when you identify the root cause, the fix often requires cross-functional collaboration you may not have the time or resources to coordinate.   The suppliers that navigate these storms well have a few key things in common: communication, collaboration, and most importantly, a connected supply chain. From manufacturing to warehousing, transportation, order management, invoicing, deduction management, and sales…every link knows how the process works, what information is needed to keep it running, and how to communicate when the inevitable error occurs. That kind of alignment doesn’t happen by accident. It takes a disciplined approach and, often, experienced partners who know how to bridge the gaps.   Why does this matter more than ever? Because retailer demands for data and connectivity grow more stringent by the day. Non-conformance doesn’t just take dollars out of your business; it can disrupt distribution entirely. And if you’re waiting to hear from your buyer that performance has slipped, you’re already too late. Staying ahead requires real-time visibility, actionable data, and an integrated supply chain that not only meets retailer expectations but stays ahead of them.   The payoffs for getting it right? Significant. Take a mid-sized CPG brand we worked with whose 3PL couldn’t keep up with retailer requirements. Logistics fines were eating up 2% of sales, and because they were shipping only their own products on purchase orders, transport costs climbed to 5.2%. By consolidating retailer shipments, tightening compliance processes, and streamlining their order-to-cash workflow, those logistics fines dropped to 0.6%, and transport costs fell to 1.8%. The result? Hundreds of thousands saved, redirected toward growth instead of patching holes.   And this isn’t an isolated case. When ERP, retailer EDI, 3PL management, and deduction recovery are integrated into a single, end-to-end process, you gain more than efficiency. You gain visibility, predictability, and the confidence that you’re meeting retailer requirements before the fines hit. Our team has seen how this connected approach can reduce average days sales outstanding by 40 days and cut retailer chargebacks to a fraction of typical industry levels, unlocking time and resources for growth instead of firefighting.   Tariffs will come and go. Retailer scorecards will keep evolving. And there will always be another disruption around the corner. But an integrated, well-managed supply chain supported by the right processes, systems, and partners who bring every piece of the order-to-cash puzzle together seamlessly—can steady the ground beneath you. Done right, it reduces cost, accelerates payment, and unlocks capacity for growth. Done poorly, it quietly erodes profitability until you’re too busy playing defense to move the business forward.   Are you ready to stop reacting to chaos and start building a supply chain that is resilient, connected, and prepared for what comes next?

We’re proud to share that  Drug Store News  has named 10 MPG leaders as  2025 Top Women in Health, Wellness & Beauty . Their passion and expertise fuel the ideas and execution that power our joint success, and we couldn’t be prouder to celebrate this recognition with you.  Please join us in congratulating:  Business Excellence Award Winners    Kassi Bender  Jill Fitzgerald   Kristine Glancy    Ashley Harris  Erin Hyde  Mary Beth Johnson   Mary Perrin    Rising Stars    Amy Ketterer    Katherine Oslund    Rachel Turner    This recognition is more than a point of pride for us—it reflects the energy, tenacity, ingenuity, and collaborative, high‑performance spirit our teams strive to bring to your business.  Now in its seventh year, this industry honor celebrates women who are making an outsized impact across the evolving landscape of retail pharmacy, with a focus on Health, Wellness, and Beauty. This year’s awards will be presented in November at the Sheraton Grand Chicago Riverwalk. Until then, please join us in celebrating all of this year’s honorees!

Would you believe some of your most overlooked growth opportunities are in the aisles of Farm & Ranch stores? I was skeptical at first, too. But the more I dug in, the more I realized these retailers are quietly becoming a surprising growth engine for CPG brands. In today’s environment, where inflation has reshaped consumer behavior and private label continues to pressure volume, brands are rethinking where incremental growth will come from. Increasingly, they’re finding it in unexpected places. It’s no secret dollar stores are gaining share and becoming a go-to for food, health, and household staples. But they’re not the only high-growth channel making room for everyday CPG. In recent years, brands have been testing new paths to growth across the home improvement channel—from Home Depot and Lowe’s to regional hardware leaders like Ace Hardware. But one vertical within this space has quietly emerged as a high-potential contender: Farm & Ranch. Often viewed as niche or rural, this channel is far more dynamic than it gets credit for. Today, it serves a broadening consumer base, offers evolving assortments, and represents significant whitespace for CPG expansion. From bottled water and snacks to pet treats, OTCs, and seasonal décor, these retailers have evolved to become much more than feed and farm supply stops. Altogether, the channel spans close to 3,300 stores and drives $25+ billion in annual retail sales. Some of the standouts, with strong regional presence and loyal followings? Midstates Group, Rural King, Fleet Farm, and Blain’s Farm & Fleet, to name just a few. And while not always grouped with traditional Farm & Ranch, Menards deserves a callout. Think of it as a Farm & Ranch store on steroids. With its massive Midwest footprint, aggressive pricing, and wide assortment, Menards appeals to DIYers, homeowners, and rural shoppers alike. Its scale and cross-category reach make it a natural fit for brands looking to test and scale everyday essentials beyond mass. And then there’s the incredibly important network of independent farm and ranch retailers. In our experience working closely with this segment, independents are a powerful path to drive awareness, trial, and long-term loyalty. With deep community roots and fiercely loyal shoppers, these are trusted, relationship-driven destinations where personal recommendations still carry real weight. Across the country, independents source their products through distributors like Orgill and Tennessee Co-Op., which serve over 13,000 independent locations. For suppliers, this means access to scalable distribution without the complexities of dealing with each location individually. And because these stores are nimble, they’re open to creative programs, curated assortments, and promotional tests that larger chains might shy away from. What really sets this channel apart, though, is how the customer shops here. These aren’t quick convenience trips. They’re purposeful visits tied to real life: picking up dog food, refilling propane, restocking cleaning supplies, or prepping for weekend projects. That lifestyle-driven behavior creates sticky moments for brands to become part of the rhythm. Retailers see the opportunity, and they’re responding. From assortment expansion and digital infrastructure to loyalty programs and targeted promotions, we’re seeing more of them lean in—creating stronger platforms for brands to connect with shoppers. Importantly, this isn’t a one-size-fits-all channel. Every retailer has its own footprint, shopper mindset, and path to success. Winning here depends on understanding each retailer’s unique dynamics and knowing if your brand has the right portfolio for this landscape. Ask yourself: Are you a category leader with strong brand equity? Is your product a basket builder or tied to a seasonal or lifestyle project? Can it support home, outdoor, or DIY activities? Is it impulse-friendly—ideal for checkouts or seasonal endcaps? What’s already in the set? Where’s the white space? Does your message resonate with traits like practicality, quality, and durability? Can your supply chain support large orders, custom pallets, or special packaging? Are you able to localize marketing and meet regional expectations? I’ll admit, when I first started digging into this channel, I underestimated just how much volume was there for the taking. I’ve since learned (the humbling way) that Farm & Ranch is anything but niche. Fortunately, we’ve got people on our team who were way ahead of me. E.A. Langenfeld , now part of the MPG family, has been in these aisles for decades. They’ve helped brands find the right assortment, the right tone, and the right strategy to succeed here, and I’ve seen how quickly the impact can add up when those pieces click into place. Just recently, they worked with a household paper goods brand looking for fresh opportunity. They developed and executed a strategy tailored for the Farm & Ranch channel. Now in its second year, that brand holds a strong inline position and runs a robust promotional calendar—delivering consistent, profitable growth. Farm & Ranch retailers are evolving fast, blending everyday essentials with lifestyle-driven merchandising to become the new general store. The loyalty is there. The traffic is steady. And the consumer is open to discovery—especially from brands that speak to their way of life. So I encourage you: Rethink where your product belongs. If you’re looking for smart, scalable growth beyond the usual suspects, Farm & Ranch might just be the white space you didn’t know you were missing. And if you’re even slightly curious, I’d love to compare notes because the brands leaning in now are already seeing the upside. Are you missing yours?

Amazon Prime Day turns 10 this year—and all signs point to it being the biggest one yet. In 2024, shoppers spent over $14.2 billion globally in just two days. But this year, Amazon is expanding the event window, which means even more opportunities for your brand to shine. At the same time, Walmart, Target, and other retailers are doubling down on competing promotions, making it critical to stand out across the board. Prime Day isn’t just a flash sale—it’s a strategic moment to drive long-term momentum, lift organic rank, and pull new-to-brand customers into your funnel ahead of Q4. Now is the time to pressure-test your strategy and fine-tune what’s already in motion. As we enter the final stretch, Jason Omenn, Vice President, eCommerce, offers these tips to help brands of all sizes win big on Prime Day and beyond. Think Inventory First—be in stock, on time With Prime Day demand peaking, out-of-stocks can mean more than just missed revenue—they hurt your organic rank and limit future visibility. Make sure your inventory has now been fully received in Amazon’s fulfillment network. For 1P sellers, we recommend that brands have multiple channels as back up including 1P Direct Fulfillment and third party distribution. For 3P sellers, shipping in products by small parcel can still get products into FBA, in addition to including FBM offers. Revisit Pricing—shoppers want value, not just discounts With everyday costs still top-of-mind for many households—and the potential for price shifts from tariffs later this year—consumers are shopping more intentionally. Many are likely to use Prime Day to stock up ahead of the holidays, trying to lock in prices before they rise. Instead of racing to the bottom, offer differentiated value: create bundles, highlight exclusive SKUs, or promote loyalty-driving offers that protect your margin while driving urgency. Be Smart With Promotions—go beyond just the deal Deep discounts still drive clicks, but smart promotions drive conversions. Coupons and Prime Exclusive Discounts can provide a huge visibility lift—especially if you’ve got strong ratings, inventory, and a competitive offer. Aim for at least 20% off to maximize deal placement. Maximize Visibility Success starts before Prime Day kicks off. Launch your PPC and DSP campaigns early to warm up your audiences and position your products for maximum exposure. Focus on bestsellers and high-intent search terms—and increase bids in the final 10–14 days leading up to the event. For brands looking to build awareness and drive conversion, Sponsored Brands and Sponsored Brand Video can be highly effective—especially for challenger brands trying to boost visibility and bring in new-to-brand shoppers. Strengthen Your Off-Amazon Strategy Now’s the time to turn up the volume outside the Amazon ecosystem. Email, paid social, influencers, and owned media should all drive targeted traffic to your Amazon listings. Set clear KPIs for offsite traffic, monitor performance closely throughout the event, and don’t be afraid to pivot. If something isn’t landing, be agile—shift spend, refine targeting, and double down where you're seeing traction. Make sure your offsite efforts are tracked through Amazon Attribution, so you can measure effectiveness and apply learnings in real time. Think Bigger Than Amazon Retail media spend is growing across the board, and consumers aren’t shopping in silos. Brands without a multi-channel presence are missing out—especially during tentpole events like Prime Day, when competitors are everywhere. Ensure your messaging, pricing, and promotions are coordinated across platforms —whether it’s Amazon, Walmart, Target, or others. Consumers will be comparing, and consistency is key to winning the cart. Deliver a Seamless Experience Getting the sale is only half the battle—keeping that customer is where the long-term value lives. Make sure you’re set up for fast, Prime-eligible shipping, low-friction returns, and timely post-purchase engagement . First-time customers gained during Prime Day can become repeat buyers with the right experience. Use follow-up campaigns and remarketing efforts to keep the momentum going into Q4. Wrapping Up: Prime Day Is More Than Just a Flash Sale The brands that win on Prime Day aren't just chasing day-of conversions—they're building brand equity, generating full-funnel performance, and setting themselves up for strong Q3 and Q4 momentum. Now’s the moment to refine what’s in motion and close any gaps. Need help dialing in your strategy, creative, or media execution? Reach out to Jason Omenn at Jason.omenn@mpgllc.com  or any member of our team—we’re here to help you maximize every opportunity and turn Prime Day into a growth catalyst for your business.

Remember when launching a Direct to Consumer (DTC) brand just meant setting up a Shopify site, plugging into a few ad platforms, and watching orders roll in? That era is over. Not because DTC is broken—far from it—but because it’s matured. In 2025, thriving brands are redefining what DTC means . Today, DTC is no longer a single-channel model. To win, brands must unify Amazon, retail, and wholesale into one connected strategy. Why? Because CAC is rising. Shipping is pricier. Viral TikTok brands can crowd a category overnight. And customer expectations? Higher than ever.    To optimize your connected commerce strategy, brands need full-funnel omnichannel approaches , integrating Amazon, retail, and wholesale to meet customers where they are and drive sales. Social commerce on platforms like TikTok Shop is accelerating category disruption, forcing brands to diversify and amplify their approach. Building a true omnichannel ecosystem allows for more touchpoints and better customer engagement, creating a holistic strategy that’s built for long-term DTC growth.  So what are the remedies in   the new DTC Prescription? (You remember I’m a Pharmacist, right?)  Here are eight strategies to scale sustainably and stand out in a crowded market:    Build on platforms like Shopify, with tighter feedback loops powered by first-party data tools . This isn’t about just  the platform, but the stack around it. AI-driven insights help brands understand customer behavior and lifetime value (LTV). These tools provide real-time feedback to inform smarter ad spend and enable highly targeted campaigns that boost short-term sales and long-term growth. The result? An enhanced customer journey and a more sustainable business model producing better ROI and margin.    Remember, retail partnerships play a bigger role than ever . Leading DTC brands drive retailer.com and in-store sales through highly targeted DSP, Meta, Google, and CTV ad buys. Aligning paid media strategies across retail and direct channels increases exposure, captures high-intent shoppers, and boosts both online and offline sales—creating a seamless omnichannel experience from discovery to purchase.    The halo effect isn’t a bonus…it’s a strategy. Winning brands have designed campaigns that intentionally create a halo effect and drive strong performance across platforms and channels. TikTok Shop campaigns, in particular, have driven measurable lifts in Amazon sales. Quick example: MPG recently helped a challenger beauty brand grow retail sales by +26%, boost Amazon conversions by +29%, and improve overall ROAS through a carefully integrated TikTok Shop campaign as part of a full-funnel strategy. The key takeaway? When channels are aligned, performance multiplies.    Defensibility is non-negotiable . With TikTok Shop entries going viral overnight, brands must move fast and engage communities where their customers already are—Reddit, organic social, and beyond. Community management is essential to retain and attract customers. And authentic creative—like UGC and modular landing pages using real customer language—is critical to driving conversions.  Holistic media strategies and MMM tools optimize spend and drive growth . With CAC and shipping costs rising, brands need to ensure their media mix delivers. Retail media is booming and algorithms keep changing. AI-powered MMM tools help you accurately attribute performance, reallocating spend in real time to the channels that drive results—whether that’s Meta, Google, TikTok, or a CTV campaign tied to a big-box retail push.    Performance creative is pivotal to driving conversions and loyalty . Authentic UGC, paired with branded video and static ads, builds consumer trust. Creative must align with brand identity, ensuring landing pages reflect ad angles and messaging. Ensure to speak to your audience in an authentic way, helping them feel more connected to the brand.   Shift to LTV, Loyalty, and Owned Data. More brands are leaning in here to drive sustainable growth—especially as tariffs and rising costs squeeze margins. Subscriptions, product bundles, and smarter business model tweaks are boosting LTV, lowering blended CAC, and improving marketing efficiency.   Work smarter with AI.   Consider how AI can support efficiency. When used thoughtfully, AI can be a helpful tool for streamlining certain processes. In our experience and that of our clients, automation can lighten the load on repetitive tasks, creating more space for creative work like campaign development, voice refinement, and deeper customer engagement.   In today’s fast-moving landscape, it’s about connecting the dots faster, and confidently navigating what’s ahead. That’s never been truer for the DTC landscape. The next generation of DTC brands won’t just sell. They’ll build ecosystems. Are you ready to lead one?

Advances in technology and science are ushering in an unprecedented new era of conscious consumer behavior focused on proactive self-care and natural health management  Fueled by these trends, the supplement industry remains dynamic, shaped by evolving consumer expectations, technological innovation, and an increasingly digital retail landscape. The latest data from the VMS (Vitamins, Minerals, and Supplements) sector reveals a resilient market, where consumer demand remains strong despite economic uncertainties. With wellness trends expanding beyond traditional health concerns to encompass mental well-being, personalization, and alternative delivery formats, the opportunities for innovation have never been greater, says Kristine Urea, Market Performance Group General Manager, Strategic Intelligence. Kristine shares her insights on the six macro trends reshaping this industry, critical areas of innovation and acceleration, the future of supplementation, and what’s needed for suppliers to succeed in this evolving environment. Consumer Trends: The Expanding Role of Nutrition in Holistic Health Consumer attitudes towards health and wellness have undergone a seismic shift post-pandemic. While traditional concerns like immunity and overall physical health remain paramount, there is a growing focus on mental well-being. Over 40% of consumers report paying more attention to mental health which includes not only cognitive health but also stress and sleep support, and 22% of the U.S. population—equivalent to fifty-five million adults —expresses willingness to purchase supplements specifically for mental wellness. This marks a turning point for VMS brands, as the stigma around mental health declines, particularly among younger generations. Both Millennials and Generation Z are highly focused and open to the idea of supplementation to support their mental wellbeing, in addition to overall health, including energy metabolism, muscle recovery, and immune function.  Given this increase in demand, ingredients like Magnesium, recognized for its benefits in relaxation and sleep, is now used by 27% of U.S. adults and has notably increased its share within VMS, posting an impressive +28% 4-year CAGR within the Nielsen US AOC market.   Market Performance: Strong Fundamentals with Areas of Acceleration Household penetration of VMS products remains high at 91%, supported by increased consumer spending per household (+7.8% vs YAG) and high repeat purchase rates (88% of consumers buying repeatedly).8 This solid performance underlines the integral role supplements play in daily routines across diverse consumer groups. The retail landscape for VMS is undergoing a profound transformation and now FDMe sales total more than $34.55B including Amazon and TikTok Shop. Amazon's influence continues to expand, while mass-market and natural/specialty retailers maintain steady, albeit slower, growth. Direct to Consumer/E-commerce channels, particularly Amazon, have emerged as a dominant force in the industry. Holding a 42.5% market share9, Amazon drives category growth through its "Subscribe & Save" programs, extensive product assortments, and aggressive digital marketing. Notably, the top-selling VMS products on Amazon boast over 100,000 reviews, highlighting the platform’s ability to influence purchasing decisions at scale. According to the latest Kalodata, TikTok Shop Nutritional Supplements sales have grown to more than $285MM in the latest six months and, based on current growth rates, are expected to reach more than $500MM annually this year, as the role of personal recommendation continues to have a direct influence in driving consumer conversion in the space. Interestingly, given this direct correlation of social influence to consumer conversion, digital media spending on VMS has outpaced comparable personal care categories, with brands ramping up marketing efforts in January to capitalize on New Year’s wellness resolutions. This underscores the importance of omnichannel engagement, as consumers increasingly rely on online resources for health education and product discovery. Innovation in Supplement Formulation and Delivery One of the most notable developments in the VMS industry is the rise of alternative supplement formats. Traditional supplement formats, including capsules and tablets, retain dominance at 52% market share11, yet alternative forms such as powders, chewables, liquids, and even novel offerings like shots are rapidly gaining consumer interest in enjoyable, convenient, and experience-driven solutions. Gummies remain particularly appealing, accounting for 22% of the market11 and significantly favored by consumers under 555, highlighting the increasing preference for formats that are both functional and offering unique consumer experiences to building regimens through pill formats only. Moreover, emerging ingredient trends showcase a strong consumer preference for clinically effective, natural, and transparent formulations. Products utilizing probiotic kombucha powders, bioavailable plant-based ingredients, and targeted mood supplements like mushrooms, adaptogens and saffron extracts are gaining traction. Additionally, the "Ozempic Effect" is driving increased demand for protein supplements and probiotics, as GLP-1 users seek supportive nutritional solutions. Consumer preferences for more natural approaches to GLP-1 supplementation are also propelling the growth of ingredients like Berberine, recently recognized as a top-performing ingredient on platforms like Amazon. The Future: Personalization, Digital Growth, and the Next Frontier of Wellness Looking ahead, the VMS industry is positioned for continued expansion, albeit at a moderated pace. Market growth is expected to continue at a steady pace in the long term as consumers seek more personalized and targeted solutions, fueled by advancements in technology and AI-driven health assessments. With direct to consumer/e-commerce channels set to lead category growth through 2026, brands must embrace digital-first strategies. Investment in social media influence, targeted advertising, and education-based marketing will be key drivers in capturing consumer trust and loyalty. Brands that embrace the changing landscape and focus on innovation, transparency, and consumer-centric marketing will be best positioned to thrive. To succeed in this evolving environment, brands should focus on three key areas: 1) Prioritizing Meaningful and Differentiated Innovation in Delivery Formats and Experiences The days of a one-size-fits-all approach to supplementation is fading. Consumers, especially younger generations, are looking for products that seamlessly fit into their daily routines, provide convenience, and offer a superior user experience. While capsules and tablets still hold the majority share, the growth in powders, chewables, and liquid-based solutions indicates a shift toward more engaging and enjoyable consumption formats. To stand out in a crowded market, brands must focus on truly differentiated innovation. The next phase of growth will come from products that not only deliver health benefits but also elevate the overall supplement experience—making it more convenient, effective, and enjoyable. 2) Emphasizing Transparency in Product Sourcing and Ingredient Integrity Consumers are more educated than ever and are actively seeking out products that align with their values and expectations. The demand for cleaner, responsibly sourced, and clinically backed ingredients continues to grow. However, trust remains a critical factor in purchasing decisions, with consumers prioritizing familiar brands over newer entrants in the space. To build and maintain trust, brands must be forthright about their ingredient sourcing, manufacturing processes, and scientific backing. Clear and accessible labeling, third-party certifications, and transparent sustainability initiatives will play a crucial role in strengthening consumer confidence. Additionally, the rise of plant-based alternatives and sustainable packaging solutions presents opportunities for brands to align with consumer demand for environmentally responsible products. Those that proactively communicate their sustainability efforts and ethical sourcing practices will foster deeper connections with their audience. 3) Marketing with Solution-Forward Benefits and Consumer Education As the supplement aisle becomes increasingly crowded, brands must shift their marketing approach from simply highlighting ingredients to clearly communicating the tangible benefits of their products. Consumers don’t just want to know what’s in their supplements; they want to know why  it matters to them and how it fits into their personal wellness journey. This requires a shift toward solution-based messaging—helping consumers easily identify products that address their specific needs, whether it is stress management, gut health, cognitive support, or athletic recovery. Instead of overwhelming shoppers with scientific jargon, brands should invest in education-driven marketing that simplifies complex information and provides clear guidance on product selection, increasingly from a peer group with whom they identify.  Thus, digital platforms, particularly social media sites and influencer-driven content, have become powerful tools for consumer education. Short-form videos, interactive quizzes, and personalized recommendation engines can help guide consumers toward the right solutions for their health goals. A Call to Action for the Industry We are now at an inflection point. Consumers are demanding more—more innovation, more transparency, and more personalized solutions. Brands that take an initiative in these three areas will be the ones that lead the industry forward. The future of supplementation is not just about selling products—it’s about delivering holistic wellness experiences that are convenient, trustworthy, and tailored to individual needs. Those that embrace this shift will not only drive category growth but also forge deeper, more meaningful relationships with consumers in the years to come as they undoubtedly look to expand their regimen as new health benefits naturally come into focus as we age. Now is the time for brands to step up, rethink their strategies, and create the next generation of nutrition products that truly make a difference. MPG’s Strategic Intelligence & Analytics solutions help CPG brands anticipate trends, optimize performance, and make data-backed decisions with confidence. Using proprietary retail tools, AI-powered insights, and customized reporting, we transform complex data into actionable strategies that drive real growth. Unlock the power of data. Reach out to Kristine Urea at Kristine.urea@mpgllc.com for curated insights and solutions to accelerate your business growth in this area. References: MIntel, 2025 Global Consumer Trends; Mintel, Managing Stress and Mental Wellbeing - US – 2023; Jama Network; Trends in Public Stigma of Mental Illness in the US, 1996-2018; Mintel, Millennials and Health – US – 2024; Mintel, Vitamins, Minerals & Supplements – US – July 2024; Mintel Ingredient Watch: Magnesium – US – February 2024; Nielsen NIQ, Total US xAOC; 260 Weeks Ending 12/28/2024; Numerator Panel, Total US All Outlets; 5-Year Data Ending 12/28/2024; Stackline, Amazon – VMS, 52 Weeks Ending 12/28/2024; Kalodata, TikTok Shop, Nutritional Supplements, 6 Months thru 1/2025; Nielsen NIQ, Total US xAOC, 52 Weeks Ending 1/25/25; FDMe defined by combining: Nielsen NIQ Scan Food, Drug, Mass retailers, Nielsen NIQ Homescan Panel Club Channel; SPINS: Natural Channel; Stackline: Amazon; Kalodata, TikTok Shop Annual Projection; Data synthesized thru 52 Weeks Ending 12/28/2024