RESEARCH + INSIGHTS
The New Rules of Retail: How to Win the Shelf in 2026
New national research on what US shoppers actually need before they'll try your brand — and how to use it to secure more listings.
85% of US shoppers say they're open to trying something new. So why do so many new products sit untouched on the shelf?
We surveyed 1,096 nationally representative US consumers to find the answer. What we found is a Proof Gap, the distance between what brands claim and what shoppers need to believe before they'll take a risk on something unfamiliar. This free report tells you exactly how to close it.
WHAT'S INSIDE
What actually gets a new product into the basket
There's no single trial trigger. But for every shopper segment, there's a clear one. We break down what drives trial across income levels, age groups, and demographics, from price and packaging to social proof and health claims.
Why shoppers walk past your product (and how to fix it)
The #1 barrier isn't price, it's perceived risk. 45% of shoppers say a new product feels "too risky for something unknown." We unpack what removes that risk and what "proof by proxy" actually looks like on shelf.
The on-shelf signals that tell retailers your brand has momentum
Social media buzz matters for some shoppers, but for the broadest cross-section, the most persuasive proof is demand you can see on the shelf. We show you what signals to build and how to present them to a buyer.
Where the white space is right now
Three categories are failing to meet shopper needs: salty snacks (28%), protein bars and supplements (26%), and functional beverages (21%). If you're building in any of these spaces, the opportunity is real and the data backs it up.
How brands are turning consumer research into retail listings
Real examples of how brands are using overnight consumer data to validate products, test packaging, and walk into buyer meetings with proof — not just a pitch.
85% of US shoppers say they're open to trying something new. So why do so many new products sit untouched on the shelf?
We surveyed 1,096 nationally representative US consumers to find the answer. What we found is a Proof Gap, the distance between what brands claim and what shoppers need to believe before they'll take a risk on something unfamiliar. This free report tells you exactly how to close it.
WHAT'S INSIDE
What actually gets a new product into the basket
There's no single trial trigger. But for every shopper segment, there's a clear one. We break down what drives trial across income levels, age groups, and demographics, from price and packaging to social proof and health claims.
Why shoppers walk past your product (and how to fix it)
The #1 barrier isn't price, it's perceived risk. 45% of shoppers say a new product feels "too risky for something unknown." We unpack what removes that risk and what "proof by proxy" actually looks like on shelf.
The on-shelf signals that tell retailers your brand has momentum
Social media buzz matters for some shoppers, but for the broadest cross-section, the most persuasive proof is demand you can see on the shelf. We show you what signals to build and how to present them to a buyer.
Where the white space is right now
Three categories are failing to meet shopper needs: salty snacks (28%), protein bars and supplements (26%), and functional beverages (21%). If you're building in any of these spaces, the opportunity is real and the data backs it up.
How brands are turning consumer research into retail listings
Real examples of how brands are using overnight consumer data to validate products, test packaging, and walk into buyer meetings with proof — not just a pitch.
FROM OUR REPORT
