2026 CPG Outlook: SPINS Executive Pulse Survey

As CPG leaders enter 2026, the industry is hitting a disruptive moment where the imperative to evolve is taking center stage. Shifting consumer expectations, accelerating technology, and new commerce models are reshaping what it takes to compete, and many teams are investing aggressively while still feeling underprepared for what comes next.

In this report, SPINS shares findings from an anonymous executive survey fielded in November 2025 that delivers a pulse-check on what senior decision-makers are prioritizing right now. It surfaces peer benchmarks on where budgets are shifting, how marketing strategies are evolving, and where readiness lags behind disruption, including the emerging gap around agentic commerce and the continued influence of health and wellness on innovation.

Here are some highlights from your peers: 

• 76% are increasing their spend in data and technology
• 46% feel that agents commerce will be very disruptive (likely an understatement), but only 11% feel ready for it
• 30% continue to focus on health and wellness positioning as the focus of their innovation strategies