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Logan Paul's Prime drinks and Maverick clothing showcase how creator brands can compete with established consumer products. Why it matters: Traditional entertainment boundaries are blurring as digital creators gain unprecedented influence.

With luxury poised for a modest recovery in 2025, brands and retailers need to understand consumers鈥� buying habits and intentions in the world鈥檚 largest personal luxury goods market to win a share of spending.

Our benchmarking report series provides critical data to help retailers calibrate their own retail and ecommerce sales against the wider market.

Private label sales growth outpaced national brands last year: Consumers' growing appetite for value is driving grocers to elevate their brands to compete against established names.

Wonder acquires a media company, Unilever dedicates more spend to influencers, and Ulta launches a third-party marketplace. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

US CPG Industry Ad Spend 2024 (蘑菇AV subscription required).

Food companies look to profit from consumers鈥� protein fixation: Demand for healthier products鈥攁nd pressure from the MAHA movement鈥攊s pushing manufacturers to embrace 鈥渂etter for you鈥� options.

Amazon and Walmart scoop up beauty sales as shoppers search for convenience: Our Industry KPIs data shows that the two account for the majority of purchase intent clicks in the beauty and personal care category.

Ahold Delhaize sees big retail media opportunities in its stores: There鈥檚 good reason for that outlook since we expect 87% of grocery sales to occur offline this year.

That鈥檚 good news for pet retailers like Chewy and Petco, as well as consumer packaged goods companies like Kimberly-Clark (which owns Huggies) and Procter & Gamble (which owns Pampers). As the CFO of P&G, Andre Schulten, put it, the 鈥渃ost of failure鈥� for items like diapers is too high for many to consider lower-cost alternatives, keeping consumers locked in to name brands.

Consumer packaged goods brands will continue to pour money into the RMNs run by retailers that sell their products. But they鈥攁nd the rest of the advertising ecosystem鈥攚ill hold off on spending more with non-endemic partners. Advertisers鈥� hunt for incrementality will influence how RMNs evolve.

Food delivery platforms are in expansion mode: DoorDash, Uber, Instacart, and Wonder are turning to acquisitions and new markets to maintain their momentum.

Middle- and low-income consumers pulled back on fast food in Q1: That posed a significant challenge for McDonald鈥檚, which reported its US same-store sales fell 3.6%.

Consumers are eating at home more often: Cooking is on the rise as shoppers look to save.

Retailers and commerce intermediaries are most likely to have access to granular, SKU-level data, which can unlock precise targeting capabilities鈥攁nd attract the budgets of consumer packaged goods (CPG) brands that make up a significant share of digital ad spend.

Consumers stick with Instacart amid uncertainty: The delivery platform鈥檚 orders jumped 14% in Q1 thanks to its Uber partnership and a lower minimum for Instacart+ members.

Luxury brands are grappling with downturns in the US and China, the largest markets for personal luxury goods, and will have to seize opportunities for growth from new markets and product innovation.

Albertsons struggles to fend off competition from mass merchants and club retailers: The grocer is leaning on promotions, private labels, and its pharmacy business to attract value-focused shoppers.

This could give Chime access to more Gen Alpha and Gen Z customers.

Roblox wants to be an ecommerce platform: After a pilottesting physical goods sales with Walmart and E.l.f. Beauty, the gaming platform sees big potential in online sales.