Are US Shoppers Rewriting the Rules of CPG Loyalty? | Ft. Barry Thomas & Rachel Dalton
Description
Inflation may be cooling on paper, but consumers are still behaving like value hunters; trading down in some places, trading up in others, and using social proof more than ever to justify what they buy. In this episode of the Digital Shelf Insider Podcast, host Shreshta Joy is joined by Barry Thomas and Rachel Dalton from Kantar to unpack how US shoppers are resetting their expectations in 2025.
They explain why private label and challenger brands are gaining traction, why wellness categories are proving inflation-proof, and how the restaurant slowdown is reshaping at-home consumption. The discussion also explores how loyalty ecosystems like Walmart+ and Amazon Prime are influencing purchase behavior, and why ratings, reviews, and creator content have become frontline insight systems for CPG marketers.
You’ll also hear why AI will accelerate this reset, from agentic commerce shaping discovery to “metadata marketing,” where brand visibility is determined as much by structured information and UGC as by advertising.
If you manage brand growth, retail insights, or marketplace performance, this episode offers a realistic view of how the new CPG shopper is forming preferences and what brands must do to stay relevant, trusted, and chosen.
Barry and Rachel also co-host Retail Sound Bites, Kantar’s podcast, where they decode global retail shifts and shopper behavior. Listen here: https://retailiq.kantar.com/retail-sound-bites
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