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.
Zappi's 2026 CPG report finds brand-only buying halved to 10% while 32% pick cheapest option; private label and SKU simplification reshape shelves, with hybrid baskets rising to 67% and US private label trailing Europe.