An improved guest experience is one of Target's four guiding principles as Michael Fiddelke officially becomes the company's CEO, along with a deliberate curation approach, more effective use of technology and stronger teams. "We will make clear choices, invest where it matters most and bring this strategy to life through our stores, our digital experiences, and -- most importantly -- our people," said Fiddelke.

Church & Dwight is using AI and data analytics to engage consumers across digital channels, including TikTok Shop, Meta Shops and YouTube Shopping. "We want to be there engaging with the consumer at the zero moment of truth," says Surabhi Pokhriyal, executive vice president and chief digital growth officer.

Innovation and customer-centric strategies are among Albertsons CEO Susan Morris' strategies for 2026, including scaling AI and technology across the enterprise, focusing on digital customer experiences, merchandising intelligence, supply chain automation and labor productivity. Morris is also deepening Albertsons' engagement with consumer trends, health and wellness and omnichannel retailing, to enhance both in-store and digital interactions while taking advantage of Albertsons' national scale and local relevance.

Colgate-Palmolive is enhancing its leadership pipeline by rotating employees through international assignments, reflecting its global footprint. This mobility strategy exposes employees to diverse markets and operational practices, with the goal of developing leaders with a broad understanding of the business.

PepsiCo plans to reduce prices by up to 15% on snacks such as Lay's and Doritos in response to consumer feedback about high costs. This move is part of a broader strategy to accelerate growth and improve the performance of its North American food business.

GlobeScan's latest research reveals that health is the leading driver of sustainable behavior among consumers. Rather than viewing sustainability and health as separate goals, most people see pursuing a healthier lifestyle as their main reason for adopting environmentally friendly habits. With only 7% interested in sustainability alone, positioning sustainability as a pathway to better health makes such choices more personally relevant and actionable.

Safety is the consumer packaged good industry's top priority, full stop. When there's even a hint of risk, brands act fast to pull products from shelves. But that raises a crucial question: what's the fastest, most effective way to alert consumers -- and how can we make the recall process even better? Industry-driven tools like SmartLabel are already helping brands share recall information more efficiently, enabling quicker consumer action when every moment counts. Still, no single solution can reach every consumer. What's needed is a consistent, cross-channel framework that supports real-time communication, ensuring people get the information they need, when they need it. Rishi Banerjee, Senior Director of SmartLabel by Consumer Brands Association, shares more of his perspective here.

Join us for an intellectual warm-up with three upcoming pre-conference webinars for the CPG Legal Forum. Our executive sponsors, Faegre Drinker, Perkins Coie and Weil, will provide perspectives on the legal issues affecting the whole of CPG product sectors. These webinars are available exclusively to Consumer Brands members and registrants of the 2026 CPG Legal Forum. Learn more and register.

There are valuable lessons to be learned from the states that have adopted extended producer responsibility laws so far, including the importance of a thorough needs assessment, sufficient lead time for producer responsibility organizations to begin operations and consideration of how consumers will be affected. John Hewitt, senior vice president of packaging and sustainability at Consumer Brands, acknowledges the importance of contributing to a circular economy and reducing plastic waste, while also being cognizant of short- and long-term effects on consumers. "[G]ood programs take time to implement, and I think that's the biggest lesson that we have learned through the EPR process to date," said Hewitt.

Consumer Brands is pursuing a seven-figure ad buy to highlight the workers in the industry and the key role of consumer packaged goods in the economy. "From the farmers growing the crops, to the product safety and quality scientists testing products, to the truckers delivering them to retailers, the CPG industry plays a crucial role in communities and is embedded in the fabric of American life," said President and CEO Melissa Hockstad. The campaign will run in 12 state markets and Washington.

Poppi prebiotic soda has tapped Charli XCX and Rachel Sennott for its Super Bowl commercial. Recently acquired by PepsiCo, Poppi describes the ad as "built for the fans" and is using the big game to showcase its beverage to a broader audience.

Ferrero will debut a 30-second Super Bowl ad for Kinder Bueno, featuring a space adventure with the spacecraft KNDR. The ad plays on the phrase "no bueno" to highlight the brand. "This year represents an inflection point for Ferrero in North America," says Ferrero North America Chief Marketing Officer Chad Stubbs, noting significant investments in product innovation and manufacturing. The ad stars actor William Fichtner and reality TV star Paige DeSorbo.