As more customer cohorts shop at dollar stores, trade downs will naturally happen across a broader range of CPG categories. This will show that not all aspects of the “race to the bottom” is negative across the functional food, functional beverage, and nutritional supplement categories. Brands positioned in each of those functional CPG categories should explore dollar stores in their sales channel strategy as consumers shift spending with the upcoming recession. So, if consumers are breaking down dated channel beliefs, why shouldn’t your functional CPG brand?

It probably doesn’t need repeated, but Nike is the heavyweight champion of sports brands. There are only a few brands that achieve ubiquity in popular culture like Nike. No matter where we turn, it feels like there’s a swoosh just around the corner, right? So, why do I think Nike is giving every sports nutrition brand a masterclass on their needed evolution over the next 5-7 years?