If you’re thinking about getting your product listed in retail in 2026, the new IGD trends aren’t just “interesting reading”. They’re the backdrop to every buyer conversation you’re about to have.
Because the gap between brands who get listings and brands who don’t is getting wider.
And it’s not because:
- of product quality
- someone else has deeper pockets.
It’s because buyers have less time, are under more pressure, and have higher expectations for clarity than ever before,
So let’s break down what the 2026 trends really mean if you want your product on shelf this coming year.
Value isn’t what you think
IGD talk about getting “listed in “affordable and accessible”, which most brands interpret as “lower your price”.
And whilst yes, consumers are looking to be able to afford what they want to purchase, retail buyers don’t want a race to the bottom. They want a product that feels like good value because:
- the range makes sense
- your pack talks clearly
- the shopper can see why it’s worth it
- your commercial story stands up
Value is confidence, not cost cutting.
If your presentations are built on price, you’ll blend in with the rest of them.
If it’s built on clarity, you’ll stand out.
Experiences start with your presentations
The trend for “enhanced experiences” in retail isn’t about fireworks in store.
Buyers want to see that your brand experience is joined up before it ever hits a shelf.
Experience happens when:
- your presentation reads cleanly
- your pack isn’t saying 5 different confusing things
- your brand story helps the shopper feel something
- your social proof supports the narrative
- you understand the mission your product serves
If your pitch feels confused, the buyer will assume the in store experience will be too.
Sustainability is now a conversation, not a claim
In IGD’s world, sustainability is about carbon, packaging and simplification.
In the retail buyer’s world, it’s about consistency.
They want to know:
- what you’re doing
- why you’re doing it
- how you’re improving it
- how it will land with their shopper
Small brands often overcomplicate this.
You don’t need a manifesto. You need three honest, credible bullets and a clear line in your pitch that a buyer can confidently repeat in a meeting.
Health needs to show up in your story, not just your product
HFSS, GLP-1 influences, personalised wellness, lifestyle health – it’s all shaping how shoppers behave and how retailers range.
But most suppliers treat health as a technical detail.
Retail buyers needs it framed as:
- a mission
- a shopper mindset
- a category opportunity
- a reason to believe
If health is buried half way down your presentation, your signalling that it’s an afterthough.
In 2026, it can’t be.
The 2026 landscape isn’t DIY
If you’re feeling like this is a lot, that’s because it is.
The brands who win retail listings in 2026 will be the ones who:
- understand what the trends really mean
- turn them into a buyer ready story
- show up clearly
- and avoid the noise
Buyers don’t have time for interpretation. They want brands who’ve done the thinking.
If you want help getting retail presentations ready – from the story to the strategy to the category narrative – that’s the support I offer across mentoring, strategy and category management.
