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The following is a guest post from John Broderick, VP of strategy and insights at packaging consultancy WovenWorks, formerly known as PV&COHO. Opinions are the author\’s own.
2025 has been a turbulent year, with fluctuating prices, tariffs, and consumer sentiment. As we look ahead to 2026, it is clear that consumer behavior is evolving in response to these challenges, reshaping the strategies of CPG companies.
Consumers Are Really Paying Attention
Consumers, particularly Generation Z and Generation X, are closely monitoring the economy, politics, and global news. Tariffs have become a topic of everyday conversation, with consumers linking them to rising grocery costs. This heightened awareness is leading to changes in shopping behavior, with consumers becoming more price-sensitive and demanding transparency in packaging.
Spending Isn’t Collapsing, It’s Reorganizing
Despite falling consumer sentiment, people are still spending, but in a more calculated manner. Consumers are gravitating towards lower-cost brands, value channels, and indulgent treats, while delaying big-ticket purchases. This adaptability in spending habits is a lasting shift that CPG brands need to consider in their strategies.
- Design for clarity, value, and trust
- Deliver affordable joy
- Treat compliance as a competitive advantage
- Re-evaluate materials through a cost and carbon lens
The Bottom Line
Consumer behavior is transforming in response to economic challenges. Packaging plays a crucial role in how brands connect with consumers. CPG companies that view packaging as a strategic asset will be the ones to succeed in this evolving landscape.
As we navigate through uncertain times, it is essential for brands to adapt quickly to meet the changing needs of consumers and the economy.