消费品包装商品（CPG）2026年脉冲 CPG Pulse 2026

CPGPulse2026

GLOBAL

FOLLOWWHAT'SSHAPINGCPGBASKETS

Everydaypurchasesarecreatingvaluablemomentsformarketerstoconnectwithshoppers.Drawingoncommercedatafrom

hundredsofbrandsandretailersandsurveyinsightsfrom6,300+

consumersglobally,Criteo’sCPGPulse2026revealshowshoppingbehaviorisevolvingandwheremarketerscanturnroutinepurchasesintolastinggrowth.

Standoutinsightstoknow:

•CPGdemandismovingdifferentlyaroundtheworld.Food&GroceriesarefuelinggrowthinEMEAandAPAC,whilelargerordervaluesarehelpingoffsetsofterdemandacrosstheAmericas.

•Digitaljourneysarebringingmorebrandsintoview.Moreshoppersareincreasingtheironlinespending,whilebrowsingacrossretailersisexpandingthenumberof

brandstheyencounterandconsider.

•PurchasedecisionsarestayingopenasAIentersthejourney.Promotionsmotivateactionacrossgenerations,youngershoppersshowgreateropennesstoadsandnewbrands,andshoppersinfluencedbyadvertisingalsoreporthigherAIusage.

•Everydaypurchasesarecompoundingintolastingvalue.Repeatbuyersspend

substantiallymoreovertime,withmanyreturningtomaketheirnextpurchasewithinjustfourweeks.

Takestock:

Q3trends

andseasonalityshifts

01

Mapthe

groceryrun:

HowCPGjourneystakeshape

02

everycart

builds

value

Makecount:

What

shopper

03

Standouton

theshelf:

Wheremarketerscanwin

04

01

Takestock:

Q3trendsand

seasonalityshifts

AMERICAS

ShoppersintheAmericasaregoingbiggeratcheckout

CPGsalesdeclined6%year-over-yearforNon-Foodand4%forFood&Groceries.

However,shoppersplacedlargerorders,withaverageorder

valueup8%forNon-Foodand17%forFood&Groceries.Food&Groceriesperformedparticularlystrongly,generating12%

revenuegrowthdespitean8%declineintraffic.

Source:CriteoCommerceData.Retailer-levelclassificationbasedonpartners’vertical

taxonomy.CPG,includingFood&GroceriesandNon-Foodcategoriessuchasfragrances,

cosmetics,andpersonalcare.Year-over-yearQ3-to-datechange,comparingJul1–Aug18,

2026withJul1–Aug18,2025,acrosseligiblecommercepartnersandsitetypesintheAmericas.

Year-over-yearCPGperformancebysegment,

Americas,Q3-to-date2026

-6%

Sales

-4%

-3%

ConversionRate

3%

-3%

Traffic

-8%

2%

Revenue

12%

8%

AOV

17%

-15%-5%

5%15%

CPG(Non-Food)

CPG(Food&Groceries)

EMEA

EMEAshoppersare

checkingoutwithmoreFood&Groceries

Food&GroceriesoutperformedNon-FoodinEMEA,withsalesup11%andrevenueup6%.A4%increaseintrafficanda7%riseinconversionratehelpeddrivethisgrowth.

Non-Foodsalesdeclined5%andrevenuefell3%,despitea3%increaseinaverageordervalue,highlightingasharpdivergencebetweenthetwosegments.

Year-over-yearCPGperformancebysegment,

EMEA,Q3-to-date2026

-5%

Sales

11%

-1%

ConversionRate

7%

-4%

Traffic

4%

-3%

Revenue

6%

3%

AOV

-5%

-15%-5%5%15%

Source:CriteoCommerceData.Retailer-levelclassificationbasedonpartners’vertical

CPG(Non-Food)CPG(Food&Groceries)

taxonomy.CPG,includingFood&GroceriesandNon-Foodcategoriessuchasfragrances,cosmetics,andpersonalcare.Year-over-yearQ3-to-datechange,comparingJul1–Aug18,2026withJul1–Aug18,2025,acrosseligiblecommercepartnersandsitetypesinEMEA.

APAC

APACshoppersarestockinguponFood&Groceries

Food&GroceriessignificantlyoutperformedNon-FoodinAPAC,withsalesvolumeup13%andrevenueup11%.Growthwas

supportedbya10%increaseintrafficanda3%riseinconversionrate.

Non-Foodsalesvolumegrewjust2%,whilerevenuedeclined8%asaverageordervaluefell10%.Averageordervaluealsodeclined2%forFood&Groceries,despitestrongdemand

acrossthesegment.

Year-over-yearCPGperformancebysegment,

APAC,Q3-to-date2026

2%

Sales

13%

0%

ConversionRate

3%

1%

Traffic

10%

-8%

Revenue

11%

-10%

AOV

-2%

-15%-5%5%15%

Source:CriteoCommerceData.Retailer-levelclassificationbasedonpartners’vertical

CPG(Non-Food)CPG(Food&Groceries)

taxonomy.CPG,includingFood&GroceriesandNon-Foodcategoriessuchasfragrances,cosmetics,andpersonalcare.Year-over-yearQ3-to-datechange,comparingJul1–Aug18,2026withJul1–Aug18,2025,acrosseligiblecommercepartnersandsitetypesinAPAC.

AMERICASHOLIDAY

Health&Beautywasthe2025holidaystandoutintheAmericas

Whenlookingatproductlevelclassifications,Health&Beautysalesrose26%abovetheOctoberbaselineinNovemberand

remained23%higherinDecember.

Food&Beveragessawamoregradualincrease,rising5%inNovemberand14%inDecember.Thispointstostronger

holidaymomentumforHealth&BeautyacrosstheAmericas.

Source:CriteoCommerceData.Product-levelclassificationbasedonproduct

catalogssuppliedbyCPGpartners.MonthlysalesforFood&BeveragesandHealth&BeautyacrosseligiblecommercepartnersandsitetypesintheAmericas,Q4

2025.SalesareindexedtoaverageOctober2025sales.

180

150

120

90

60

30

0

Q42025salesindexbyCPGcategory,comparedwith

Octoberbaseline,Americas

123

126

114

105

100

100

OctoberNovemberDecember

Food&BeveragesHealth&Beauty

EMEA

FESTIVESEASON

Health&BeautystoletheshowlastNovemberinEMEA

Health&Beautysalessurged37%abovetheOctoberbaselineinNovemberandreturnedtotheinitiallevelsinDecember.

Food&Beveragesgrewmoresteadily,rising8%inNovemberand10%inDecember,highlightingasharperholidaypeakforHealth&BeautyacrossEMEA.

Source:CriteoCommerceData.Product-levelclassificationbasedonproduct

catalogssuppliedbyCPGpartners.MonthlysalesforFood&BeveragesandHealth&BeautyacrosseligiblecommercepartnersandsitetypesinEMEA,Q42025.SalesareindexedtoaverageOctober2025sales.

180

150

120

90

60

30

0

Q42025salesindexbyCPGcategory,comparedwith

Octoberbaseline,EMEA

137

108110

100100102

OctoberNovemberDecember

Food&BeveragesHealth&Beauty

APAC

PEAKSEASON

Q42025salesindexbyCPGcategory,comparedwith

Octoberbaseline,APAC

CPGsalesheldsteadyQ42025inAPAC

CPGsalesremainedrelativelystableinAPACthroughoutQ4

2025.Food&Beveragesrose4%abovetheOctoberbaselineinNovemberand3%inDecember,whileHealth&Beauty

increased1%inNovemberand4%inDecember.Overall,bothcategoriessawlimitedseasonalvariation.

150

120

90

60

30

0

100100104101103104

OctoberNovemberDecember

Source:CriteoCommerceData.Product-levelclassificationbasedonproduct

Food&BeveragesHealth&Beauty

catalogssuppliedbyCPGpartners.MonthlysalesforFood&BeveragesandHealth&BeautyacrosseligiblecommercepartnersandsitetypesinAPAC,Q42025.SalesareindexedtoaverageOctober2025sales.

02

Mapthegroceryrun:HowCPG

journeystakeshape

FREQUENCY

Restockingroutinesvarysharplyacrossmarkets

GroceryandhouseholdshoppingismostfrequentinJapanandGermany,where69%and61%ofshoppers,respectively,makepurchasesdailyorseveraltimesaweek.Francestandsapart,withjust24%shoppingthisoftenand40%shoppingeverytwoweeksorlessoften.

Howoftendoyoushopforgroceriesorhouseholditems?

US

UK

FR

DE

JP

KR

38%

22%

40%

43%

12%

45%

24%

40%

36%

31%

8%

61%

21%

10%

69%

47%

19%

34%

50%

0%25%

75%100%

Weekly

Dailyorseveraltimesaweek

Everytwoweeksorlessoften

Source:CriteoShopperSurvey,June2026(N=3,496).Base:Categorybuyersinpast30days.

12

CHANNELS

In-storeisinfavorforgrocerypurchases,onlineismorecommonforbeautybuys

PhysicalstoresremaincentraltoCPGshopping,especiallyforgroceriesandhouseholdproducts,which60%and64%ofrecentbuyers,respectively,purchasedexclusivelyin-store.DigitalchannelsplayalargerroleinHealth&Beauty,with57%ofcosmeticsandperfumepurchasesinvolvingonline.

100%

75%

50%

25%

0%

Thinkingaboutyourrecentpurchasesinthefollowingcategories,whereweretheymade?

43%

45%

60%64%

57%

21%

21%

19%

16%

29%

36%

34%

20%

24%

11%

Petproducts(incl.petfood)Cosmetics,perfumes

Personalhygiene(excl.cosmetics,perfumes)

GroceriesHouseholdproducts(cleaners,

toiletpaper,etc.)

OnlineBothInaphysicalstore

Source:CriteoShopperSurvey,June2026(N=6,042).Base:Categorybuyersinthepast30days.

13

CHANNELS

Mostaresplittingtheirbudgetbetweenclicksandbricks

Globally,29%ofshoppersreportsplittingtheirspendingevenlybetweenonlineandphysicalstoresforgroceries,personalhygieneitems,andpetfood.Another19%spend51%–90%oftheirbudgetonline,while17%spendmorethan90%inphysicalstores.

Thinkingaboutyourgrocery,personalhygiene,andpetfoodpurchasesinthelast30days,howmuchdid

youspendonlineversusinphysicalstores?

GLOBAL

United

States

United

Kingdom

France

Germany

Japan

South

Korea

Morethan90%online

12%

13%

12%

11%

7%

5%

23%

51%–90%online

19%

18%

24%

15%

17%

9%

29%

50%online/50%in-store

29%

35%

30%

29%

30%

21%

31%

51–90%in-store

24%

22%

21%

23%

28%

35%

12%

Morethan90%in-store

17%

13%

12%

21%

18%

29%

5%

Source:CriteoShopperSurvey,June2026(N=3,496).Base:Categorybuyersinthepast30days.

14

CHANNELS

Onlinecartsareringingupmorespend

Globally,37%ofrespondentsreportspendingmoreonlineongroceries,personalhygiene,andpetcarethantheydidayearago,comparedwith18%whoarespendingless.Another45%reportspendingaboutthesameamountonline.

Comparedwithayearago,howmuchdoyouspendonlineongroceries,personalhygiene,andpetcare?

GLOBAL

United

States

United

Kingdom

France

Germany

Japan

South

Korea

Muchmore

11%

17%

13%

12%

8%

5%

10%

Somewhatmore

26%

26%

30%

25%

24%

24%

29%

Aboutthesame

45%

40%

41%

34%

44%

61%

47%

Somewhatless

12%

11%

12%

17%

15%

7%

11%

Muchlessonline

6%

7%

5%

12%

8%

2%

4%

Source:CriteoShopperSurvey,June2026(N=3,496).Base:Categorybuyersinthepast30days.

15

CHANNELS

Thegroceryrunistakingmorepathsforyoungershoppers

Superstoresandbig-boxretailersremaintheleadinggroceryshoppingoptionacrossgenerations,preferredby65%ofshoppersglobally.Youngershoppersarealsoembracingabroaderchannelmix:GenZleadsinpreferenceforlocalgrocerystores(55%)andhome-deliveryproviders(25%),whileMillennialsleadinpreferenceforonlinemarketplaces(46%).

Whichareyourpreferredwaystoshopforgroceries?(Selectallthatapply)

AllRespondents

GenX

Millennials

GenZ

Superstores/big-boxstores(Walmart,Costco,E-martetc.)

65%

65%

66%

63%

Localgroceryretailers

(Eitherphysicaloronline)

51%

50%

49%

55%

Onlinemarketplaces

(Amazon,ThriveMarket,etc.)

42%

38%

46%

44%

Onlinehomedeliveryproviders(FreshDirect,Instacart,etc.)

21%

18%

23%

25%

Source:CriteoShopperSurvey,June2026(N=3,496).Global(US,UK,FR,DE,JP,&KR).Base:Categorybuyersinthepast30days.

16

CROSS-RETAILER

Cross-retailerbrowsing

expandsbrandconsideration

Acrosseverymarket,shoppersbrowsingmultipleretailersencountermoreCPGbrandsthanthosebrowsingasingleretailer.ThedifferenceisgreatestinSouthKorea,where

multi-retailershoppersviewapproximately5.7brandsonaverage,comparedwith2.1brandsatasingleretailer.

Source:CriteoCommerceData.Grocery,HouseholdSupplyandHealth&Beauty

purchasesmadeJul25–Aug7,2026,withbrowsingactivitymeasuredduringthe

previousmonth.HundredsofretailersandbrandsacrosstheUS,UK,France,Germany,Japan,andSouthKorea.

6

5

4

3

2

1

0

Global—Averagenumberofbrandsviewedacrossmultiple

retailersvs.asingleretailer

#ofBrandsviewedacrossmultipleretailers#ofBrandsviewedonanyindividualretailer

USUKFRDEJPKR

DISCOVERY

Shopperspreferbrowsingthefullshelf

Globally,41%ofshoppersprefertoseeallavailableoptionsandfilterforthemselves,comparedwith33%whopreferpersonalizedrecommendations.Browsingthefullassortmentleadsacrossmostmarkets,whileSouthKoreastandsoutwithastronger

preferenceforpersonalizationat44%.

Whatisyourpreferredshoppingexperiencewhenpurchasinggroceriesorhouseholditems?

Global

US

UK

FR

DE

JP

KR

Showmeeverything(Ibrowseall

optionsandfiltermyself)

41%

44%

51%

37%

40%

37%

36%

Personalizedrecommendations

(basedonmytastesandpurchase

history)

33%

33%

32%

30%

28%

31%

44%

Fewer,curatedpicks(expertlyselected“bestof”options)

11%

12%

7%

18%

14%

9%

8%

Idon’thaveapreference,orit

depends

15%

11%

10%

15%

18%

23%

13%

Source:CriteoShopperSurvey,June2026(N=2,696).Base:Onlinegroceries/householdproductsbuyersinthepast30days.

18

Youngershoppersaremostopentoadsandnewproductdiscovery

CPGpurchasedecisionsremainopentoinfluence.Sales

motivateactionacrossgenerations,with78%purchasingatleastonediscounteditem.

Youngershoppersshowevengreateropennesstodiscovery:MillennialsandGenZaremorelikelythanGenXtotrynew

brandsandsayadvertisingmotivatedtheirpurchases.

Source:CriteoShopperSurvey.June2026(N=3,496).Global(US,UK,FR,DE,JP,&KR).Base:Categorybuyersinthepast30days.Question:“Thinkingaboutyouronline

purchasesofgroceries,personalhygieneorpetcareproductsinthelast30days,whichofthefollowing,ifany,apply?”.

78%

Purchasedatleastoneitembecauseitwas

onsaleinthepast30days

GenX

78%

Millennials

78%

GenZ

79%

60%

Purchasedatleastonenewbrandin

thepast30days

GenX

51%

Millennials

67%

GenZ

68%

52%

Saidadsmotivatedatleastsomeoftheirpurchasesinthepast30days

GenX

44%

Millennials

56%

GenZ

60%

19

AI

ChatGPTisopeninganewaislefordiscovery

CPGdiscoveryisexpandingbeyondtraditionalsearchengines.FromJanuarythroughJuly2026,ChatGPT’sshareofproductlandingswas1.6xthatof

searchengines,onaverage.ChatGPTreferralsarealsoreachingcheckout:InJuly,86%ofCriteoCPGclientsrecordedatleastoneChatGPT-referredtransaction.

ShareofProductPageLandingsReferredbyChatGPTvs.SearchEngines

1.6x

ShareofCriteoCPGPartnerswithatleast1

ChatGPT-referredTransaction

86%86%

85%

79%

81%78%

75%

JanFebMarAprMayJunJul

Source:CriteoData,GlobalCPGclientswithconsistentadspendineachmonthbetweenJanuaryandJuly2026.

20

ShoppersaremostcomfortablelettingAIreorderpersonalcareproducts

Globally,40%ofrespondentsfeelcomfortableallowinganAIassistanttoautomaticallyreorderpersonalcareitemswhensuppliesrunlow.

Householdcleaningproductsfollowat34%,whilegroceriesandstaplefoodsrankthirdat32%.Atthesametime,one-thirdofrespondentssaytheywouldnottrustAItoreorderproductsautomatically.

Source:CriteoShopperSurvey,June2026(N=6,307).Global(US,UK,FR,DE,JP,&KR).Question:“ForwhichofthefollowingcategorieswouldyoufeelcomfortableallowinganAIassistanttoautomaticallyreorderitemsonyourbehalfwhensuppliesrunlow?

(Selectallthatapply)”

ShareofshopperscomfortablewithAIreordering

ontheirbehalf

40%

Personalcare(e.g.,shampoo,toothpaste,skincare)

34%

Householdcleaningproducts

32%

Groceries/staplefoods

28%

Vitaminsorsupplements

21

AI

ShoppersinfluencedbyadsarealsoturningtoAI

Acrosseverymarket,shopperswhosaidadsmotivatedatleastsomeoftheirrecentpurchaseswerealsomorelikelytouseAIforatleastsomegroceryandhouseholdshopping.TheoverlapisgreatestintheUKandUS,wherereportedAIusageis34and31percentagepointshigher,respectively,amongshoppersinfluencedbyads.

FrequentAIshoppingusageforgroceriesandhouseholditems,byadinfluence*

UnitedStates

26%

57%

UnitedKingdom

France

21%

55%

Notad-influenced

14%

37%

21%

Ad-influenced

Germany

Japan

SouthKorea

48%

17%

35%

28%

52%

0%10%20%30%40%50%60%

Source:CriteoShopperSurvey.June2026(N=3,496).Base:OnlineCPGshoppersinthepast30days.

*FrequentAIusersarewhoselectedoneofthefollowingoptions"Foralloralmostallmypurchases”,"Formostofmypurchases”,"Forsomeofmypurchases”tothequestion“HowoftendoyouinteractwithAIchatbotsorassistantswhenshoppinggroceries/householditems?”.Ad-influencedshoppersarewhoselected“SomeofmypurchasesweremotivatedbyadsthatIsaw”tothe

question“Thinkingaboutyouronlinepurchasesofgroceries,personalhygieneorpetcareproductsinthelast30days,whichofthefollowing,ifany,apply?”

22

03

Makeeverycartcount:What

buildsshoppervalue

US

Homecooksarehigh

spenders

Shoppersidentifiedashome-cookingenthusiastsbasedon

theirpurchasesfromAprilthroughJune2026continuedtoshowstrongerpurchasingbehaviorfromJuly1throughAugust15.

Comparedwithotheractiveshoppers,theywere4.1–5.4xmorelikelytopurchasefreshfoodanddairyproducts.Among

categorybuyers,theyspent41%–73%moreandpurchased71%–109%moreunits.

Source:CriteoCommerceData–US.Home-cookingenthusiastsareshopperswhopurchased

fromatleasttwoqualifyinghome-cookingproductcategoriesinatleasttwodistinctmonthsfromApril1–June30,2026.SubsequentcategorypurchasesweremeasuredfromJuly1–August15,2026andcomparedwithotheractiveshoppers.Spendandunitcomparisonsarecalculatedamong

outcome-categorybuyerswithvalidpositiveorder-valueandsales-unitobservations.

Home-cookingenthusiastscomparedwithotheractiveshoppers

Category

Morelikelyto

purchase

Higherspendperbuyer

Moreunitsper

buyer

Fresh&FrozenVegetables

5.2x

73%

109%

Fresh&FrozenFruits

4.8x

68%

105%

Meat

4.1x

69%

107%

Cheese

4.6x

66%

106%

Yogurt

5.4x

41%

71%

CONSUMERPACKAGEDGOODSINSIGHTS

US

Youngfamiliesareyogurtlovers

Shoppersidentifiedasyoungfamilyshoppersbasedontheir

purchasesfromAprilthroughJune2026continuedtodemonstratebroadhouseholdneedsfromJuly1throughAugust15.

Comparedwithotheractiveshoppers,theywere2.9–4.4xmorelikelytopurchaseselectedfood,health,andhousehold-careproducts.

Amongcategorybuyers,theypurchased19%–51%moreunits.

Source:CriteoCommerceData–US.Young-familyshoppersareshopperswhopurchasedfromatleasttwoqualifyingyoungfamilyproductcategoriesinatleasttwodistinctmonthsfromApril1–

June30,2026.SubsequentcategorypurchasesweremeasuredfromJuly1–August15,2026andcomparedwithotheractiveshoppers.Spendandunitcomparisonsarecalculatedamong

outcome-categorybuyerswithvalidpositiveorder-valueandsales-unitobservations.

Youngfamilyshopperscomparedwithotheractiveshoppers

Category

Morelikelyto

purchase

Higherspendperbuyer

Moreunitsper

buyer

Yogurt

4.4x

34%

51%

Vitamins&Supplements

4.0x

6%

47%

HouseholdCleaningProducts

3.2x

3%

19%

Fresh&FrozenFruits

2.9x

32%

39%

Cheese

2.9x

22%

45%

VALUE

NewbuyerswonduringBlackFridayweekendhavemajor

long-termvaluepotential

NewbuyerswonduringBlackFridayweekendwhomade

repeatpurchasesinthefollowingsixmonthsspendroughly6xasmuchasone-timebuyers,drivenprimarilybyfrequency

ratherthanbasketsize.

Theiraverageordervalueisonlyabout6%higher,buttheyreturntopurchasefourmoretimes.Nearly6in10repeatbuyersmaketheirnextpurchasewithinfourweeks.

Repeatbuyerscomparedwithone-timebuyers

oversixmonths

Country

AverageOrderValue

TotalSpend

US

+3%

4.7x

UK

+0%

4.7x

FR

+8%

6.3x

DE

+0%

2.8x

JP

+5%

6.4x

KR

+15%

9.4x

Source:CriteoCommerceData–Global,NewBuyerswithCPGpurchasefrommajorretailersduringBlackFridayWeekend(Nov28-Dec1,2025),andtheirrepeatpurchasesonthesameretailerinthefollowing6months.*Newbuyersarefirst-timebuyersonagivenretailer.*1stpurchaseincludesanyofthefollowingcategories:Food&Beverages,Personal&HealthCare,HouseholdSupplies,Diapering,Nursing&Feeding

US

Smallerpricetagsareaddinguptogreaterspend

CPGproductscostapproximately50%lessperitemthannon-CPGproducts,butshoppersbuy3.9xasmanyunitsandpurchase18%morefrequently.Together,thishighervolumeandpurchasefrequencycontributeto29%greatertotalspend.

CPGvsnon-CPGitems

Totalspendperbuyer

+29%

Totalunitspurchasedperbuyer

3.9x

Purchasefrequency

+18%

Source:CriteoCommerceData–UnitedStates,NewBuyersfrommajorretailersduringBlackFridayWeekend(Nov28-Dec1,2025),andtheirrepeatpurchasesonthesameretailerinthefollowing6months.*Newbuyersarefirst-timebuyersonagivenretailer.

27

GLOBAL

CartAbandonmentRate—CPGvs.Non-CPGBaskets

CPG-filledcartsaremorelikelytoreachcheckout

-9%

Globally,basketscontainingCPGitemshada9%lower

abandonmentratethanbasketscontainingonlynon-CPGproducts,indicatingthatCPG-filledbasketsweremore

likelytoreachcheckoutacrossmarkets.

Source:CriteoCommerceData–Global,NewbasketusersfrommajorretailersduringAug1-7,2026,andtheirpurchasesonthesameretailerinthefollowingweek.*New

basketusersareshopperswhohavenotmadeapurchaseonagivenretailer.

US

USshoppersareleaving

CartAbandonmentRate—CPGvs.Non-CPGBaskets

fewerCPG-filledcartsbehind

-13%

IntheUS,basketscontainingCPGitemshada13%lowerabandonmentratethanbasketscontainingonlynon-CPGproducts,indicatingthatCPG-filledbasketsweremore

likelytoreachcheckout.

Source:CriteoCommerceData–UnitedStates,NewbasketusersfrommajorretailersduringAug1-7,2026,andtheirpurchasesonthesameretailerinthefollowingweek.

*Newbasketusersareshopperswhohavenotmadeapurchaseonagivenretailer.

GLOBAL

Frequentcategorybuyersstillswitchbrands

Acrossthecategoriesshown,brandconsiderationremainsfluidevenamongfrequentbuyers.InCandy&ChocolateandSkinCare,abouthalfofshopperswithfourormorepriorcategorypurchasesboughtatleastonebrandthatwasnotpresentintheirimmediatelyprecedingpurchase.Thismeanstheycontinuetobuydifferentbrands--eitherswitchingbackandforthortryingnewbrands--ratherthanstickingwiththesamebrandeachtime.Coffeestandsapartwithlowerbrandexplorationoverallandtheclearestdeclineaspurchasefrequencyincreases.

Brandexplorationrate,bypriorcategorypurchasefrequency

1priorpurchase

2-3priorpurchases

4+priorpurchases

Candy&Chocolate

52%

51%

51%

HouseholdCleaningProducts

49%

49%

47%

SkinCare

48%

50%

50%

Shampoo&Conditioner

39%

39%

39%

Coffee

32%

29%

27%

Source:CriteoCommerceData–Averagebrandexplorationrateacrossmarkets(US,UK,FR,DE,JP,KR.CA,BR).CPGproductspurchasedintheperiodofJul25–Aug7,2026.Includesshopperswithatleastonepriorpurchaseinthecategoryinthelast12months.Brandexplorationisdefinedasthelatestcategorypurchasecontainingatleastonebrandnotpresentintheimmediatelyprecedingcategorypurchase.

30

GLOBAL

Shoppersofsmalltomid-sizeretailerstradefrequencyforhigher-valueorders

Avgordervalue

Globally,shopperswhoengagedwithsmalltomid-sizeretailerspurchasefromfewercategories(-7%)andbrands(-12%)and

made25%fewertransactionsthanLargeretailershoppers,buttheiraverageordervaluewas29%higher.

Thishigherordervaluelargelyoffsettheirlowerpurchase

frequency,leavingtotalFoodandBeveragespendpershopperbroadlyinlinewithLargeretailershoppers

AverageIndexedMetricsperUser-Global

(SmalltoMid-sizeRetailerShopperscomparedtoLargeRetailershoppers)

LargeretailershoppersSmalltomid-sizeretailershoppers

Avg#ofbrandspurchased

Avg#ofcategoriespurchased

140

120

100

80

60

40

20

0

Avgtotalspend