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35 FOR MY 35TH
35 defining moments, after 35 years of walking show floors, listening, learning, and watching the industry evolve.
In August, NACDS hosts the Total Store Expo — and for me, it marks 35 consecutive years of attending. From the rise of Walmart to the rise of TikTok, we’ve seen big shifts in how products are sold, marketed, and discovered. So, as I reflect on my 35th show, our team pulled together 35 defining moments from the past 35 years. These events and moments mark inflection points in mass retail and CPG. Some were big headlines. Others were shifts that reshaped the shelf. All of them, in some way, helped get us to where we are today.
Foundational Retail Shifts
1. Walmart becomes America’s largest retailer surpassing Sears, 1990 ($32b)
2. Target reshapes what “mass with class” means (late 1990s–early 2000s)
3. Costco changes how America thinks about value (1990s growth)
4. Amazon redefines convenience — and then buys Whole Foods (founded 1994, WF acquisition 2017)
5. The rise and fall of Kmart — from mass retail giant to cautionary tale. Once the second-largest retailer in the U.S., Kmart defined discount shopping in the 1980s and early ’90s. Missteps in modernization, store experience, and supply chain allowed Walmart and Target to surge ahead.
Drugstore + Health Milestones
6. Retail pharmacies become vaccination sites (H1N1 2009, COVID-19 2020–21)
7. CVS stops selling tobacco, putting mission over margin (2014)
8. Rx-to-OTC switches accelerate category growth (1990s onwards; Claritin 2002, Prilosec 2003, Plan B 2006)
9. The rise and fall of Rite Aid — from national player to near-extinction (bankruptcy 2023, major decline by 2025)
10. Walgreens/ Boots merger in 2012, became Walgreens Boots Alliance in 2014
11. 2007, Steve Anderson became President and CEO of NACDS, bringing consistent leadership through some of the industry’s most transformative years.
Discovery & Innovation
12. The rise of ECRM’s speed-dating format (founded 1994) RIP Charlie Bowlus
13. Sampling gets smart — and sparks the subscription era (Mosaic Box 2007 curated sampling for buyers; Birchbox 2010, Dollar Shave Club 2011 ignite consumer subscriptions)
14. Expo West goes from niche to necessary (launched 1981, exploded 2010s)
15. TikTok becomes the new trade show floor (2020–2022)
16. Challenger brands rewrite the rules of category growth. Retailers and shoppers alike embraced these disruptors, fueling a wave of startups like Cheers Health, Happy Coffee, LiquidIV and Dude Wipes reshaped everything from beauty to beverage
Big Deals + Bigger Impact
17. P&G acquires Gillette — the king of blades meets the king of brands (2005)
18. Unilever acquires Dollar Shave Club (2016)
19. Amazon’s private labels quietly flood the market (AmazonBasics 2009)
20. Household names get new names — and new focus (J&J spins off Kenvue 2023; GSK spins off Haleon 2022)
21. Reckitt goes on an acquisition spree, investing over $20 billion on brands like Durex, K-Y, and Mead Johnson
Digital Disruption
22. The rise of retailer media networks (Walmart Connect, Target Roundel, Kroger Precision Marketing) — fueled by loyalty cards and shopper data
23. AI and data science reshape planograms (prominent 2015+, generative AI 2023+)
24. Shopper cards evolve into predictive engines (2010s onward). Walmart and Target both build media platforms from scratch (Walmart Connect 2021, Target Roundel 2019)
25. DTC brands flood Instagram, then walk into Walmart (2014–2020)
26. Podcasts, video intros, TikTok Live and likable content accelerate post 2020
Cultural Shifts on Shelf
27. Natural and homeopathic go from fringe to front row (2000s niche to 2010s mainstream). Boiron leads the charge.
28. Gluten-free, cruelty-free, BPA-free — the free-from era (post-2008)
29. Beauty moves from aisles to avatars (virtual try-ons surge 2016–2020)
31. Packaging becomes part of the brand story — sustainable, refillable, or minimal (post-2018 acceleration)
32. Trade media evolves — from legacy print to digital-first discovery. The industry’s information landscape has transformed. While legacy print publications still play an important role, digital-first platforms now lead the way—delivering fresh, curated, and current cpg brand content tailored to a new generation of decision-makers: young, socialmedia savvy, and driving change.
33. Retailers rely more on curated voices. Intentional, aligned values, and expertise — while still seeking brands with meaningful assortments
34. Today’s retailers rely on trusted, recommendations to navigate product overload, but they also need brands that can offer a range of SKUs to build assortments and meet shopper expectations
35. The rise of Strategic Commercial Partners The Emerson Group (1994) and Market Performance Group (2002). Two companies that combine a suite of services for suppliers and a cost & efficiencies for retailers
Of course, there are far more than these 35 moments that could’ve easily made the list. But whether it was a major acquisition, a cultural shift, or the rise of the next great “thing”. In the end, relationships matter most — those of us who’ve built them know their value. For those who haven’t, it’s time to start.
Chris Stanton Publisher
chris@themosaicgroup.org
05 ECRM Personal Care & Baby Care
Photos from ECRM’s July session. A fun, and productive session connecting brands with retailers took place in Dallas Texas over 3 days. 26 Circana Shares Insights
Beverage Sales Surge as Consumers Thirst for Healthier
28 A Look Ahead
What does the future hold for
We
30 The Last Word
Anne-Kathrin Eiselt, PhD: Behavioral Science Consultant at Ipsos / BVA, GW Faculty, Advisory Board member
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ECRM Personal Care & Baby Care
Photos from ECRM’s July session. A fun, and productive session connecting brands with retailers took place in Dallas Texas over 3 days.
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12-15 .... ECRM Cosmetic, Fragrance and Bath ........ Chicago
HEALTH AND BEAUTY care remains one of the most dynamic departments in mass retail — and one where consumers are increasingly loyal to the stores (hello Ulta, Sephora) and brands that meet their personal needs. Shoppers are looking for products that do more than make them look good; they want items that feel good to use, deliver visible results, and align with their values. Clean ingredients, inclusive shade ranges, and effective solutions for real-world concerns like sensitive skin or textured hair are now baseline expectations, not niceto-haves. When skin care brands like RoC, Cetaphil and CeraVe compete thru innovation and efficacy the consumer wins.
Top 3 fastest-growing categories
PERFUMES & COLOGNES/ BODY POWDER
Despite economic uncertainty, fragrance trends remain strong as consumers seek out small luxuries to enhance their daily lives. Beauty influencers also play a pivotal role in driving engagement.
LIP GLOSS
Lip Oils are driving growth in Lip Gloss, particularly across value brands appealing to shoppers seeking affordable cosmetics.
SHAMPOO & CONDITIONER
COMBO PACK
The rise in popularity of shampoo & conditioner combo packs is driven by mass-market brands that provide value and convenience for a streamlined hair care solution.
Today, much of that discovery starts long before a shopper walks into the store. TikTok tutorials, Instagram reels, and influencer recommendations are driving foot traffic as much as traditional advertising. A single viral post can send consumers racing to Target, Walgreens and the afore mentioned Ulta for a trending lip oil or hair treatment, and the stores that react quickly — with well-stocked shelves, prominent displays, and staff who know the product — win the sale. It’s why retailers are partnering more closely with brands to plan for “social media moments” and ensure new launches are ready for the inevitable rush.
Longtime leaders like L’Oréal and Neutrogena (Kenvue) continue to innovate in packaging, formulas, and shade diversity, while indie labels such as e.l.f., Milani, Markwins and the Maesa-backed brands keep the category fresh and fast-moving. Retailers like Ulta, Target, and Walmart are leaning into exclusive launches and curated endcaps to keep shoppers coming back. In a category where emotion and inspiration matter as much as product performance, HBC is no longer just about selling a product — it’s about being part of a shopper’s daily routine, identity, and social feed.
Solutions for Baby, Lifesavers for Parents.
Oilogic® takes the stress out of stressful situations with baby using Essential Oils and other plant-based ingredients. The first brand to help baby’s cough and cold symptoms in the bathtub with best-selling Stuffy Nose & Cough Essential Oil Vapor Bath, a winner of a Good Housekeeping Parenting Award. Today, Oilogic® is tackling baby’s sensitive skin with Skin+Aid Oatmeal & Epsom Salt Soak, which has been awarded the Seal of Acceptance by the National Eczema Association.
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OTC IS ONE of the most stable and reliable categories in retail, but its sales rhythm still pulses with the seasons. Lice treatments during Back-To -School, Cold-and-flu spikes in winter, allergy flares in spring, and sun-care surges in summer all drive traffic — creating moments when this aisle becomes a top priority for shoppers and retailers alike. That seasonality keeps the category fresh and ensures there are multiple opportunities to engage consumers throughout the year. Even in sleepy categories like Foot Care, consumers can find innovation. Category leader Dr. Scholls introduced new items in topical treatments and adaptable arch supports. Sleepy no more!
Unlike beauty products, OTC sales remain less vulnerable to online disruption. Many shoppers need immediate relief, trust the guidance of in-store pharmacists, or prefer to see packaging and dosing instructions firsthand.
Top 3 fastest-growing categories
LIP BALMS AND TREATMENTS
Up double-digits vs the prior year, LIP BALM/TREATMENT is the top growth driver for Traditional OTC. Growth can be attributed to innovation focused on better-for-you offerings made with plantderived ingredients. New items targeting young and middle-aged men have also contributed to the segment’s growth.
ACNE TREATMENTS
With growth stemming from acne patches, Acne Treatments is the second fastest-growing segment in Traditional OTC. The preferred format provides a quick, discreet, or sometimes stylish solution, for spot treatments. Acne Treatments is among the segments where wellness and beauty connect.
LAXATIVES
Laxatives is one of the fastest-growing segments in Traditional OTC. Growth is fueled by innovation, consumers’ increased focus on wholistic wellness, and individuals dealing with the side effects associated with GLP-1 medications.
Brands like Bayer, Haleon, and Kenvue, remain household staples, while private label continues to gain share by offering comparable quality at a sharper price point. At the same time, the rise of natural and homeopathic remedies is expanding shopper choice. Companies like Boiron, the world leader in homeopathy, and Hylands are drawing in consumers who want gentler, plant-based, or non-synthetic options for relief. Retailers such as CVS, Walgreens, and Kroger are investing in better signage, clearer packaging, and easy-to-navigate layouts to make it simpler for shoppers to find the right solution quickly, whether they’re managing seasonal symptoms or stocking up for everyday needs.
The OTC aisle earns its place as a trust-builder. Smart merchandising — from placing tissues alongside decongestants to cross-promoting teas with throat lozenges — helps shoppers connect solutions across categories. Combined with in-aisle pharmacist support, that trust translates into loyalty, keeping consumers coming back long after the season changes.
Camilia Bedtime is a non-GMO, plant-based homeopathic medicine that relieves nighttime teething discomfort like restlessness, painful gums, irritability, and minor digestive upsets.* Twist and squeeze the pre-measured liquid doses for easy, mess-free teething relief for babies and toddlers at bedtime.
Theraflu Severe Congestion
Relief Nasal Mist: Provides fast-acting and long-lasting relief from severe nasal congestion. Formulated with Oxymetazoline HCl, it effectively reduces swelling in nasal passages, providing up to 12 hours of relief. The product’s new bottle design incorporates patented, breakthrough technology, including a 50% shorter nozzle versus the leading Oxymetazoline HCl nasal mist and a onethumb button that delivers a precise and controlled dose of ultra-fine mist, making it comfortable and easy to use.
“Increases in nasal symptoms related to colds and flu motivate consumers to seek affordable, first-line O-T-C treatments such as NeoSynephrine decongestant nasal sprays, helping drive the entire cough/cold category,” said Ben Knopke, Marketing Manager at B.F. Ascher. “Understanding the needs of our customers allows us to work in unison with retailers across the drug channel to ensure quality health care brands like Neo-Synephrine are made readily available to the market.”
Use Only As Directed
Dr. Scholl’s® Adapts To You Insoles feature 360°(tm) Self-Molding Technology that adapts to your unique foot shape, delivering personalized all-day arch support and comfort - no foot knowledge required.
Improvia Washable Underpads
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FemiClear is a natural, scientifically proven effective, portfolio of products providing effective solutions for women’s intimate health concerns like Yeast Infections, Bacterial Vaginosis (BV), Genital Herpes, and Urinary Health. Proven to drive category growth, FemiClear meets rising consumer demand for clean, science-backed feminine care products that work with her body, not against it.
VITAMINS, DIET & NUTRITION
INSIGHTS FROM
Vitamins & Diet (Total Nutritionals)
VITAMINS, DIET & NUTRITION
“From brain-boosting supplements to sleep aids, protein, and hydration essentials, today’s vitamin aisle is all about building daily wellness rituals.”
The vitamins, diet, and nutrition category has become a cornerstone of proactive wellness. Shoppers are no longer waiting for illness to strike — they’re building daily routines to support energy, immunity, and overall wellbeing. The category continues to expand beyond multivitamins, with brain health supplements, sleep aids, protein powders, and hydration products driving interest and innovation. We’ve listed some brands we like in parentheses — all are making an impact in the category and worth checking out.”
FROM BRAIN-BOOSTING SUPPLEMENTS TO SLEEP AIDS, PROTEIN, AND HYDRATION ESSENTIALS, TODAY’S VITAMIN AISLE IS ALL ABOUT BUILDING DAILY WELLNESS RITUALS.
The growth in Nutritionals is primarily driven by heightened consumer awareness around the benefits of protein. GLP-1 users are also a contributing factor, as they seek protein sources to maintain muscle mass and support their overall health.
MINERAL SUPPLEMENTS ............. +8%
Growth stems from rising trends in self-care as shoppers want a customized approach to wellness. Magnesium is one of the leading drivers, providing benefits such as improved sleep, mood, and blood sugar regulation.
LIQUID VITAMINS/MINERALS ......... +5%
Shoppers are gravitating toward liquid vitamins due to the selection of products with better-for-ingredients that provide ease of consumption and enhanced absorption
Brands like Nature Made, Nature’s Truth, and Olly, are meeting these needs with offerings that combine efficacy and transparency. Brain health supplements, including those with Omega-3s, nootropics, and adaptogens, are helping consumers focus and manage stress. Sleep aids (Natrol), from melatonin blends to magnesium (Calm) and herbal formulations, have surged as wellness-minded shoppers look for natural ways to improve rest. Protein (Jocko) — both plant- and whey-based — supports fitness goals, while functional hydration products (Ultima, Waterboy Water+), with electrolyte mixes and enhanced waters, are increasingly viewed as daily essentials rather than occasional treats.
Retailers from Walmart and Kroger to The Vitamin Shoppe and Whole Foods are responding with smarter layouts, curated endcaps, and educational signage that helps consumers navigate all the options. In a category where trust and transparency matter, brands that clearly communicate benefits, clean ingredients, and science-backed results are winning loyal shoppers — and creating daily habits that bring them back time and again.
Renew Life® has been a trusted name in digestive wellness for nearly 30 years. Backed by clinically studied ingredients and advanced product innovations, Renew Life offers complete gut health solutions anchored by its best-selling Ultimate Flora Probiotics and cleanses.*
*This statement has not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.
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Water Plus Supplements merges the beverage and pharmaceutical industries into one convenient, affordable solution. Our innovative bottled water delivers essential supplements seamlessly, offering consumers hydration and wellness in a single product— redefining health and convenience in everyday life.
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Beverage Sales Surge as Consumers
Thirst for Healthier Choices
In the U.S., total beverage* sales reached $121 billion, growing by 5% in the past year (52 weeks ending July 13, 2025), and outpacing total store growth of 3%. This positive performance reflects an important shift in consumer preferences, driven by their pursuit of healthier options that align with their wellness goals.
The beverage market is ripe with opportunities, driven by the popularity of better-for-you, lower sugar, and sugar-free carbonated drinks that also offer functional benefits, such as probiotics. Brands such as Poppi and Olipop come to mind, and they are contributing to the 7% year-over-year growth in the carbonated soft drinks category. These products not only taste delicious but also cater to consumers seeking health-conscious alternatives.
The sports drinks category, valued at $18 billion, is up 8% year-over-year. This lift is largely attributed to the rising interest in hydration products that provide added functional benefits, including energy, immunity, and gut and skin health. Hydration-related products are particularly appealing to younger consumers who are looking for performance and recovery solutions beyond traditional water. The
THE CONSUMER FOCUS ON HEALTH AND WELLNESS BEST PRACTICES REMAINS A KEY DRIVER OF GROWTH
sports drinks market is evolving from simple electrolyte replacement to a proactive approach to health and energy optimization.
For energy drinks, the category growth is being propelled by the introduction of expanded offerings that address the increasing demand for zero-sugar alternatives. These products often include vitamins, electrolytes, and natural ingredients that pique the interest of fitness enthusiasts and wellness-oriented consumers seeking more than just a caffeine boost.
Brands in this space include Alani, which features creative branding and flavors that resonate with women, and Bloom, a newly launched energy drink that offers a zero-sugar and natural caffeine alternative enriched with prebiotics and lychee. Established brands like Red Bull and Monster are also adapting by expanding their portfolios to include low sugar, sugar-free, and fortified options, catering to consumers seeking healthier choices to support their busy lifestyles.
The consumer focus on health and wellness best practices remains a key driver of growth across the CPG spectrum. Their self-care cravings will be a key contributor to shaping the future of the beverage industry.
*Total beverages include carbonated soft drinks, coffee, tea, water, sports and energy drinks, juices, drink mixes, and non-fruit drinks
What does the future hold for retail and CPG?
Thirty-five years in, and we’re still reminded every day that mass retail never stops moving. The floorplans change, the people definitely change, and the rules seem to get rewritten more often than we can count.
The future of mass retail is bright, competitive, unrelenting but very bright!
Looking ahead, the shifts feel bigger,
THE FUTURE OF MASS RETAIL IS BRIGHT, COMPETITIVE, UNRELENTING BUT VERY BRIGHT!
faster, and more interconnected than ever. Personalization isn’t just for online anymore — it’s reaching the store aisle. Frictionless checkout is becoming an expectation. Health & Wellness are front and center in every business model. Private label continues its climb into premium territory. And yes, the realities of tariffs and trade policy will demand sharper sourcing strategies.
We’ll see sustainability measured in hard numbers, not just good intentions. Mass retailers like Costco, Walmart and Sam’s will still grow, but nimble formats, like Dollar General and Family Dollar will carve out their place. Supply chains will be built for resilience, not just efficiency. And even the biggest players will think local when it comes to assortment and engagement. Kroger is implementing local and HEB, HyVee and Wegmans have it nailed.
Thirty-five occasions from the past, now joined by ten to watch for the future. That’s the arc of our business, on both sides of the desk — recognizing where we’ve been while keeping our eyes on what’s next. Because in mass retail, the future doesn’t wait — are you ready?
The RBD Editorial Team
ANNE-KATHRIN EISELT, PHD
Behavioral Science Consultant at Ipsos / BVA, GW Faculty, Advisory Board member
What exactly is behavioral science, and why should mass retailers and CPG brands care?
Behavioral science is the study of how people make decisions and act, especially when they don’t follow logic or intent. Traditional market research often captures what consumers say, but there’s a big gap between what people say they want to do and what they end up doing. Behavioral science bridges this intention-action gap and maps the unconscious drivers and friction points behind real decisions. Our emotions, habits, heuristics, and context are often in the driver seat of our behaviors and we can use that understanding to design smarter strategies. When we accept that most decisions aren’t fully rational, we stop blaming the consumer and start designing for the way humans actually behave.
What’s unique about applying behavioral science in retail and CPG?
Retail and CPG brands compete in crowded, fast-moving environments, where even great products can get overlooked. BeSci helps brands stand out and stick. It triggers emotional pulls, aligns product-customer fit, simplifies choices, and builds habits. For consumers, that means remembering
your brand in the moment that matters. For companies, it’s about driving discovery, de-risking purchase, and earning repeat engagement. Think: does the product feel familiar, easy, rewarding, or the perfect fit for what I stand for?
That’s where behavior sticks.
NO AMOUNT OF BRANDING SAVES A BAD EXPERIENCE.
Can you give an example of how brands break through the noise using this knowledge?
First-time purchases are all about balancing the risk of later regretting your choice and sparking curiosity to try something new. Behavioral science gives us tools like scarcity (“limited edition”), social proof (“sold out in 50 stores”), or sampling to reduce the psychological cost of trying something new. Memory also plays a huge role and mental availability is key. From catchy slogans to distinct packaging, brands like Pringles or RX Bar win by making it easier for the brain to recognize, recall, and trust them. It’s not just the product, it’s how the product feels cognitively and emotionally.
What about retailers? How can they use behavioral science to choose and sell the right brands?
Retailers should think like behavioral architects. Their customers don’t just need the right product, they need the right cue, message, and context to choose it. That means curating products that match their shoppers’ identity and values, framing them in the right way. For example, using “clean labels” for Whole Foods, and “budget-smart” framing for Walmart. Also highlighting that certain products are in demand is a powerful technique. We are social beings and a product that’s sold out or trending on TikTok sends a powerful behavioral signal that makes us want to follow along. So for retailers it’s about digital marketing, reducing friction and risk, and making the consumer feel empowered and in control.
What drives repeat purchases? And how can brands get it right?
There are several factors impacting repeat purchases. For one, the product itself. Was it effective, tasty, or pleasant to use? No amount of branding saves a bad experience. Then there is the match - or mismatch- of expectation and reality. When the experience exceeds expectations, it fuels loyalty
IN TODAYS’ MARKET, CONSUMERS ARE OFTEN OVERWHELMED BY CHOICES ...
and confirmation bias. Cognitive and emotional reward also play a big role. Did the product make people feel good, proud, or aligned with how they view themselves? And lastly, don’t forget about the context. Can consumers find it again? Is it easy to use, store, or add to an already existing routine? Behavioral science helps identify key experience touchpoints and craft strategies that drive results.
Decision fatigue is a real challenge in retail. How can we help simplify the shopper journey?
In todays’ market, consumers are often overwhelmed by choices, especially in crowded categories. Behavioral science offers tools like guided selling and smart default. Especially in digital experiences, anchoring techniques like showing “most popular” or “best value”
options, as well as reframing messages like “busy families choose this” can shift behavior. The goal isn’t necessarily fewer options, it’s smarter personalization and messaging.
If a company wants to get started with behavioral science, where should they begin?
Start with the right problem definition. Don’t just look at KPIs, look at the underlying behavior. Why aren’t people buying, repeating, or engaging? Then map the behavior journey: what motivates the consumers action, and what blocks it? From there, you can design interventions like nudges, framing, social cues, choice architecture. Start small. It doesn’t have to be complex to be powerful, just grounded in how people actually behave. And if you’re ready to go deeper, working with a
professional behavioral science partner can uncover insights traditional analytics miss.
Final word for brands and retailers navigating today’s fast-moving market?
Behavioral science isn’t just theory, it’s a lens into real people, real moments, and real decisions. When you understand what truly drives behavior, you can design better and healthier solutions that don’t just sell, but that stick. And that’s not just good for business, it’s good for the consumer, too.
You can reach out to Dr. Eiselt at Anne-Kathrine.eiselt@ipsos.com
