According to IGD’s latest report mounting challenges are reshaping the landscape for brands.
The report called How brands can drive growth in challenging times said that food and drink brands need to focus on the three levers - visibility, innovation and emotive connection - to drive success.
IGD highlighted that private labels are rapidly widening the price gap, with an 86% difference reported in 2025, and more than half of global consumers (53%) are now buying more private label products than ever before.
As these alternatives improve their design and features, the differentiation between brands and private labels becomes increasingly blurred in the eyes of shoppers, it said.
This means that brands must work harder than ever to stand out and drive volume in a highly fragmented marketplace.
It advised that brands must be visible and strategically show up where shoppers’ attention is most engaged to build recognition and influence.
On the issue of innovation, it pointed out that shoppers’ needs and wants are evolving faster than ever. This means brands must ensure they stay on top of local and global trends, creating and evolving products and ranges that meet new shopper demand.
And finally brand need emotive connection that drives affinity with their products and need to move away from transactional relationships with shoppers.
“The battle for shopper choice is fiercely competitive, but brands are fighting from a position of strength. And it’s by playing to their strengths that brands can secure lasting victory,” said Michaela Jay, Insights Manager at IGD.
“We have identified three levers that stand the test of time and provide an advantage in the market. But it’s the execution that determines the winners. Whether you are a new brand, established brand or a retailer, you must ensure each lever is activated in a meaningful way to cut through the noise and engage shoppers.”
Despite these concerns, the report also found that consistency in shopper perception and trust remains high and loyalty towards brands remains robust, particularly when quality and dependability are paramount.
