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A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, price comparisons drive online shopping, consumers consider their grocery necessities, and retail media proves its effectiveness to consumer packaged goods (CPG) brands.

PepsiCo leans on value, healthier snacks to drive sales in 2025: But the CPG company expects growth to be muted as consumers focus on price.

US CPG Industry Ad Spending 2024 (蘑菇AV subscription required). Methodology: Data is from the April 2025 ThinkNow Research "Clicks vs. Carts: 2025 Shoppers Report." 1,500 US adults ages 18+ were surveyed online during March 3-16, 2025.

That shift is already showing up in the data: Unit sales of core nonfood CPGs are nearly flat year to date and dipped 0.3% in Q2, when some of the most aggressive tariff actions鈥攍ike the so-called 鈥淟iberation Day鈥� duties鈥攔olled out. Inflation anxiety adds to that caution.

Nonalcoholic beer set to overtake ale as world鈥檚 second-largest beer category: Younger consumers drive the growth as they consume less alcohol.

Consumers are reluctant to curb beauty spending: Many are turning to the category for solace amid uncertainty, or see it as an essential purchase.

Grocery delivery intermediaries like DoorDash and Uber are gaining ground, offering new ways to reach high-intent shoppers. Meanwhile, retailers like Walmart and Amazon continue to lead with strong delivery infrastructure and valuable customer data.

Amazon breaks its silence on grocery business: CEO Andy Jassy is 鈥渧ery bullish鈥� about retailer鈥檚 prospects as more customers stock up on everyday essentials.

The insight: Growing GLP-1 usage could reduce McDonald鈥檚 annual sales by as much as $428 million, or 1% of system sales, according to an analysis by researchers at Redburn Atlantic. The impact could widen to 10% or more 鈥渙ver time,鈥� the analysts wrote, for brands like McDonald鈥檚 that are 鈥渟kewed toward lower-income consumers or group occasions.鈥� Our take: GLP-1s are just one of the many factors influencing what consumers eat. With economic uncertainty looming large, financial concerns are the biggest consideration for the majority of consumers鈥攚hich is why households are choosing to eat at home more often and increasingly opting for private labels at the grocery store.

E.l.f. Beauty strikes $1 billion deal to acquire Hailey Bieber鈥檚 Rhode: The move could reignite slowing growth and boost its appeal to Gen Z and more affluent shoppers.

Though beauty has remained a relatively resilient category amid rising prices, tariffs could put a damper on that as they take hold. 29% of US adults say they鈥檒l likely cut back on beauty/personal care spending if tariffs raise prices, according to February 2025 data from CivicScience. That鈥檚 why retailers like Walmart, Amazon, and Target are boosting their beauty offerings to drive sales and increase customer loyalty. Here鈥檚 how.