Spotting a trend is one thing – but understanding how it plays out live on-shelf is another. From fibre to protein, here’s what happens when 2027’s biggest fmcg trends get tried and tested by the real taste-makers: everyday shoppers.
Going into 2027, five trends are about to be built into fmcg packs, ranges and launch plans: fibre catching up to protein, GLP-1s influencing spend, treats surviving a tighter budget, own label closing in, and AI moving in on the shop. Everyone agrees they’re real. Fewer have tested how they play out.
So we asked. Across four markets. Not what shoppers said in the abstract, but what they picked when we put the options in front of them.
Some of our research confirms what you’d expect. Much of it doesn’t:
-
A plain ‘high in fibre’ claim came dead last. Benefit-led claims beat it by more than three to one.
-
Shoppers understand ‘nutrient dense’, yet they still choose ‘high protein’ by a wide margin.
-
Money gets tight and the treat doesn’t disappear – it just relocates.
-
Own label has won some categories outright, while others are still up for grabs.
-
AI shopping already shapes the shortlist, not the final click – and the real divide is age, not category.
Remember – reading about a trend tells you it exists. Testing it tells you how it plays out.
Complete the form below to download your free report now.
The Grocer may use your contact data to keep you informed of its products and services by email. You can withdraw your marketing consent at any time by clicking the unsubscribe link in such email or by sending an email to dataprivacy@wrbm.com. More information on our processing can be found in our Privacy Notice. By submitting this form, you acknowledge that you have read and understand our Privacy Notice
No comments yet