Focus, Function, and AI - Oh My
Author Ashlie Winson-Jones

I recently joined Naturally Network’s Industry Update panel to talk about what’s next for CPG brands – and let’s just say, the road ahead isn’t exactly smooth sailing.

The overall vibe? Buckle up. The economy moving into 2026 (especially Q1) is going to test even the strongest operators. But here’s the good news: the brands tightening their focus now will be the ones that come out stronger on the other side. We got real about retail delistings – turns out chasing every shelf isn’t the flex it used to be.

It was great to share Social Nature’s perspective alongside other industry folks who are also deeply committed to ensuring that natural emerging brands have the tools and resources in place to not just survive but are built to last.

Here are a few of the themes that really stuck with me from that conversation.

Table of Contents

    1. Retail Success Demands Focus
    2. The Value Proposition Isn’t About Buzzwords
    3. AI, New Discovery Platform
    4. Treat Digital as Your Flagship Store
    5. Compliance Needs to Be Proactive
    6. A Strategic Mindset for the Next Year

1. Retail Success Demands Focus

We got real about retail delistings – turns out chasing every shelf isn’t the flex it used to be.

Brands have to know where they belong. Are you an impulse buy or a destination purchase? That answer shapes your entire retail strategy. Forcing your product into the wrong environment doesn’t just hurt your margins – it burns cash and credibility.

Put yourselves in the shoes of your buyer. You will be measured by how well you sell against your competitor, and if you are attracting incrementality to the category. Reliability in supply and packaging, plus a willingness to share insights and support promotions, shows that you’re in it to win it – with them.

2. The Value Proposition Isn’t About Buzzwords

Consumers are watching their wallets – closely. The days of being a “nice-to-have” item are gone. If your product carries a premium price, you’ve got to earn it.

The shift we talked about is really one of messaging. Shoppers aren’t swayed by origin stories or clean-label claims anymore. They’re drawn to simplicity: What does this do for me?

That’s why you’re seeing the emphasis on function over aspiration. Fiber, protein, sleep – those are the new currencies. The story for natural brands needs to move from purity and ingredients to results people can feel. Private label products are largely transactional, a strong narrative around what brands deliver and why it matters will stand out.

3. AI, New Discovery Platform

Move aside, Amazon and Walmart–AI is quickly becoming the go-to discovery platform for consumers, connecting them with products they didn’t even know they wanted.

To get picked up by OpenAI-powered tools, brands need content that is accessible, authoritative, and structured. This means publishing high-quality, crawlable content, using schema markup, and building credibility through references. Direct integrations like ChatGPT plugins or APIs can also make your brand instantly discoverable in AI environments.

Product reviews also help brands get picked up by AI by providing fresh, authentic content that shows relevance and credibility. They naturally include keywords, describe features, and answer common questions – making your products more trustworthy.

4. Treat Digital as Your Flagship Store

I see too many brands still treating their digital presence as a side project. Your website and Amazon store are two of your most important storefronts. That’s where people discover you and build trust.

Customer acquisition costs (CAC) keep climbing, so we can’t just throw more money at paid ads and hope for the best. DTC can absolutely be profitable, but only if you invest in building community and content that keeps people coming back.

Retention is the name of the game. Focus on optimizing the journey to turn those first-time buyers into loyal fans by making their experience personal and frictionless.

5. Compliance Needs to Be Proactive

Compliance isn’t the fun part of the job, but it’s becoming a real differentiator. Being vague about claims or leaning too hard on “natural” or “clean” without clear definitions will catch up with you.

Regulation is changing fast, especially at the state level. Even well-intentioned natural brands can get tripped up if they aren’t careful. Bottom line: say exactly what you mean, and make sure you can back it up. Transparency isn’t just ethical; it’s smart business.

A Strategic Mindset for the Next Year

It’s a tricky environment but also a clarifying one. The biggest takeaway (one I think we can all use) is the need for focus.

Don’t feel the need to chase every new trend or panic-pivot when things slow down. We should be saying “no” more often to things that distract from the core business. Stability, focus, and clarity in a confusing market will be your competitive advantages.

Invest your time and energy where you have control: your brand story, your product quality, your team, and your owned digital presence. Double down on those strengths.

Start 2026 on the right foot. Chat with a CPG strategist to get started.

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Ashlie Winson-Jones

Head of Business Development

Ashlie Winson-Jones is a founding member of Social Nature, the leading go-to-market platform for better-for-you brands in North America. With over 15 years of experience in CPG and tech-enabled companies, she’s worked with hundreds of brands on shopper marketing, brand engagement, and new product development strategies. As a startup veteran and growth strategist, Ashlie is passionate about removing barriers so emerging brands can win.

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