NIQ says $1.1 trillion US consumer goods market polarizes as premium, value tiers gain share
XLP•NIQ sees a barbell shift in US consumer goods
NIQ Global Intelligence analysis flags a “barbell” shift in the US consumer goods market, concentrating growth at premium and value tiers.
The report sizes the US fast-moving consumer goods market at more than USD 1.1 trillion, with mainstream products losing share.
Premium demand remains strongest in wellness, beauty, identity-led categories, while shoppers simultaneously trade down on staples.
Private label competition is expanding at both ends of the price spectrum, raising pressure on mid-tier brands without clear differentiation.
Gen Z is a key driver of premium growth; its global spending power is projected to reach USD 12 trillion by 2030.
