Consumer Digest: New Year
This edition of the Consumer Digest takes a look at how shoppers are approaching the New Year and planning for 2026. Respondents reveal how impactful a “new year, new me” mindset is as a motivating factor and share the barriers they think may stand in the way of accomplishing their resolutions.
Why it matters: CPG marketers that align their value propositions with shoppers’ aspirations in the early months of the year can build loyalty that lasts all year long.
Let’s dive in:
More than half plan to celebrate New Year's Eve at home
It turns out that champagne and charcuterie boards taste just as good on the couch. Nearly six out of ten (57%) research respondents are saying “no thanks” to a NYE night out, opting to celebrate with a quiet night at home.
Though consumers may be watching the ball drop in their PJs, they’re still planning to indulge in a few adult beverages, small bites, and celebratory sweets.
What it means: The at-home NYE celebration is becoming the norm, and shoppers are stocking up accordingly. This creates a prime moment for CPG brands to position beverages, snacks, and treats as essential for a cozy but elevated night in. Delivering premium, ready-to-enjoy options can help brands win the occasion.
Hydration is having a moment
Whether it’s low-fat alternatives or higher-protein options, brands are always looking to align new products with evolving consumer health trends. This year, another nutritional priority is poised for a breakout: hydration!
Nearly two out of three (64%) say they plan to achieve the goal of staying hydrated in 2026. Surprisingly, hydration received more attention than traditional goals like eating more fruits and vegetables, limiting sugar, and maintaining a balanced diet.
What it means: Hydration awareness has grown in recent years and shows no signs of slowing down. As health becomes a higher priority in the early part of the year, brands that offer convenient, functional hydration options will be best positioned to capitalize on growing demand.
What’s holding consumers back from purchasing healthier foods?
Functional foods—those that provide health benefits beyond basic nutrition, such as reducing chronic disease risk, improving gut health, or boosting immunity—are essential to overall wellness. So, why do more than a third (39%) of households say they’re hesitant to purchase them?
Among those unlikely to purchase functional foods, the most widely reported barriers are price (51%), taste (26%), and lack of belief in health claims (25%). Evidently, less palatable foods at premium prices are enough to keep some shoppers from adding them to their grocery lists.
What it means: Nobody can predict the economy in 2026, but many consumers remain price-sensitive heading into the new year. Brands offering more affordable or discounted options can drive purchases from budget-conscious shoppers who want healthier options but aren’t willing to spend more.
See what resolution insights could mean for retail
As the new year begins, consumers are setting goals, forming habits, and making choices that will shape their purchases in 2026. Brands that understand these shifts and connect with shoppers in meaningful ways can become part of their everyday routines and celebrations.
Download the full Consumer Digest to explore the insights driving consumer behavior and discover opportunities to engage shoppers throughout the year.
Get the Consumer Digest delivered to your inbox so you never miss a report.
Visit our knowledge hub
See what you can learn from our latest posts.
