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Insights leaders from dozens of brands got real about the frustration of fragmented data, the pressure of retail sell-in, and why the future of CPG depends on decision intelligence.
At Expo West 2026, Suzy engaged with over 50 unique companies to discuss the state of consumer insights in a rapidly shifting market. What followed was a series of candid conversations about the "data fragmentation" crisis and the emerging trends – from GLP-1 support to non-alcoholic acceleration – shaping the industry.
Data synthesis is a behind-the-scenes necessity – not just a "nice to have"
The single most recurring pain point across the floor was data fragmentation: too many disconnected datasets with no way to synthesize them into a single narrative.
- Drowning in Data: Insights teams reported being overwhelmed by a flood of retail and syndicated data with no synthesis layer to bridge the gaps.
- The Manual Bottleneck: Marketing managers described spending entire days manually synthesizing primary research and external data into presentation decks for leadership.
- The Speed Gap: Speed-to-insight was consistently cited as a frustration, with legacy turnarounds of 1–2 weeks becoming a major bottleneck for brands.
The risk isn't just "no data." It's "unpersuasive stories."
This was the thread that tied the event together. When retailers demand more sophisticated justifications for shelf space, the edge isn't just having the numbers – it's having the narrative.
- The Retail Pitch: Brands are under immense pressure to build better sell-in stories but struggle to do so with fragmented data.
- Beyond the Survey: Framing insights platforms as a "strategic retail sell-in engine" rather than just a survey tool unlocked new conversations with brands like Cibovita and Archer.
- Decision Intelligence: Prospects are increasingly looking for "Decision Intelligence" to act as a partner in making high-stakes retail decisions.
Market Trends: Fiber, NA, and the GLP-1 Effect
The brands doing it well aren't just reacting to the market; they are using real-time signals to stay ahead of rapid category shifts.
- Fiber, Fiber, Fiber: This was the single most-mentioned ingredient trend, with brands innovating fiber-enhanced honey and pasta.
- Performance Nutrition & GLP-1: Protein positioning and GLP-1 support are driving significant new product development across food and supplement brands.
- Non-Alcoholic Acceleration: The NA trend is moving into the mainstream, highlighted by Molson Coors' acquisition of Fever Tree distribution and Naked Life.
What "Decision Intelligence" actually looks like in practice
Theory is easy. What does this look like when brands are staring down a 2027 launch or a 2026 retail review?
- Cibovita: Leveraging deep engagement across commercial and insights teams to replace IHUT work with faster storytelling for retailer pitches.
- Trace Minerals: Power users are using Suzy’s platform to pivot demos toward specific demographics, like Gen Z, and using "Stories" to justify innovation budget.
- Wedderspoon: Moving from manual programming to automated survey design to justify research investments to skeptical leadership.
The Bottom Line
The brands succeeding in 2026 aren't the ones with the most disconnected data tools. They are the ones who have solved the synthesis problem.
Speed and efficiency are now table stakes. The real advantage – the one that wins shelf space and consumer loyalty – is the ability to turn fragmented signals into a single, powerful consumer voice.
