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Brand-only buying halves to 10% as private label and hybrid baskets reshape CPG shelves
Zappi's 2026 CPG report shows brand-loyal shoppers collapsed from 21% to 10% while 32% now pick the cheapest option. Hybrid baskets jumped from 53% to 67%, 80% of US consumers rate private label equal or better, and SKU rationalization can lift sales 2-5pp with up to 400bps margin gains.
Total Retail · 5/15/2026, 1:47:49 AM