Welcome to Numeration ’25

Update on the State of the US Consumer
Numerator’s Chief Economist, breaking down the economic and policy shifts that are impacting consumer behavior today.

Trade Tensions, Consumer Costs: How Tariffs Impact Everyday Prices

Is What We Expect, What We Get?: Inflation, Inflation Expectations, and Behavior

Modern Brand Health Tracking

Product Roadmap
Hear what’s next on the Numerator product roadmap.

Verified Voices Client Panel
In a landscape where consumer behavior shifts by the hour and decision-makers need answers yesterday, how are today’s top brands evolving their approach to research? Join us for a dynamic panel featuring insights leaders from Bayer, Dude Wipes, and Post Consumer Brands share how they’re evolving their research strategies to stay relevant, agile, and aligned with their brand goals.

Kraft Heinz Category Leadership in Action: Unburdening the Walmart Shopper from Everyday Meal Planning
In this session, Erin Martin will share how Kraft Heinz partnered with Walmart to capture more everyday meal moments and strengthen their retailer relationship. She’ll discuss how they identified key drivers and barriers to meal engagement and uncovered the most common meal moments and associated foods. Erin will also highlight how these insights shaped Walmart’s strategy—using customization and product variety to better meet shopper needs across key occasions and empower household engagement in everyday meal moments.

Unlocking Shopper Decisions with Consumer Decision Hierarchies
Traditional decision trees can cost well into six figures. Numerator’s consumer decision hierarchies are adaptable, intuitive for non-researchers, trusted by retailers— and affordable across categories and stores. Join Henkel’s Karen Krysiak, Category & Shopper Insights Lead, and Numerator’s Shannon Duncan, Research Consultant, to learn how Henkel unlocks shopper decision-making with consumer decision hierarchies to educate and guide retail partners.

The SNAP Evolution: Supporting Shoppers in a Changing Economy
As economic conditions evolve and federal programs face potential cutbacks, millions of shoppers may soon see their SNAP benefits reduced again. In this session, Numerator will share timely research on the current SNAP shopper landscape and unpack how brands and retailers can stay ahead of these shifts. Attendees will leave with a clear understanding of where SNAP households are shopping, what they’re prioritizing, and how to adapt strategies to earn trust and dollars in a high-stakes environment.

Decoding Private Label: Generational Preferences
Private label is no longer synonymous with compromise. From value tiers to premium offerings, retailers are rewriting the rules and shoppers are responding differently depending on their generation. In this session, Numerator unpacks original research into how Gen Z, Millennials, Gen X and Boomers perceive and purchase private label brands across 130+ brands in both CPG and general merchandise. Learn how shopper expectations vary, which brands are driving engagement, and how to unlock new opportunities with the power of brand-level visibility and consumer segmentation.

Serving Insights on the Rocks: How Bacardi Levels up Retailer Relationships with Next-Gen Consumer Understanding
By leading with valuable, consumer-centric insights, Bacardi developed a strategic partnership with Total Wine & More and unlocked new opportunities for growth. Join Bacardi’s Kristyn Chaple, Director, National Retail Accounts, and Numerator’s Scott Johnston, Sr. Consultant, to learn how the Bacardi team leveraged Numerator’s consumer panel data to grow.

Bloom’s Beverage Build: Innovation through Retail Partnerships
In this session, TJ Moore will share how Nutrabolt’s investment in Bloom enabled their portfolio to reach a new segment of Energy Drink shoppers beyond the traditional C4 audience through whitespace exploration, category reviews, and category identification of key growth opportunities for Bloom. The session will cover how Nutrabolt tracked Bloom’s Energy Drink launch performance, benchmarked it against other new brands, and evaluated its impact at Target—ultimately leveraging that success to drive national expansion and entry into the Prebiotic Soda category.

Living Clean: Navigating the Future of Conscious Consumption
“Clean” is no longer just a category, it’s a lifestyle. From what we eat to what we wear, clean living has become a sweeping consumer movement that touches every aisle and every industry. In this session, Numerator unpacks how shoppers are embracing a cleaner lifestyle across food, beauty, household essentials, and even general merchandise, all against the backdrop of shifting federal policies and heightened consumer consciousness. This session also offers a first look at Numerator’s forthcoming research on clean living, arming attendees with early insights into the values-driven future of consumption.

Blackouts & Boycotts: Navigating Consumer-Led Disruption
What happens when a consumer protest goes viral? With many Americans pledging to pause spending during coordinated “economic blackouts,” brands and retailers face growing pressure to respond to values-driven disruption. In this session, Numerator explores exclusive research into the February and April 2025 blackouts, spearheaded by The People’s Union USA, and its ripple effect across industries. Learn how to quantify risk, determine impact, and turn moments of uncertainty into opportunities to foster loyalty and alignment with today’s socially-conscious shoppers.

How GLP-1 Medication Adoption is Changing Consumer Food Demand
Hear the latest research into the impact of GLP-1 usage on consumer food purchasing behaviors.

Looking for Answers? Just Ask the Consumer
When the market shifts, brands and retailers need more than just sales data—they need to understand what’s driving consumer decisions. This session walks through a real-world case study that combines verified buyer surveys with traditional panel data to uncover shifting consumer behaviors, highlight emerging risks and opportunities, and navigate external pressures—like tariffs—that may be influencing purchase decisions. By layering in attitudinal insights with behavioral metrics, we’ll show how this integrated approach reveals a fuller picture of today’s shopper and provides sharper direction for tomorrow’s strategy.

Separating Generational Myth from Truth: New Discoveries into Gen Z and Generations
Generational trends are affecting every aspect of consumer behavior. This is particularly true for Gen Z, as they continue to emerge as trendsetters and a significant consumer force. One key challenge for researchers, marketers, retailers, and CPG leaders: understanding the behavioral drivers underneath the actions taken or not taken by Gen Z—and other key generations.

In this highly engaging keynote, generational researcher and bestselling author Jason Dorsey reveals his latest research into the underlying and hidden trends shaping Gen Z’s consumer habits and perspectives, as well as placing them in a generational context. This will be an exciting capstone keynote for the day that will leave you with new perspectives on generations as clues, rather than a box, to drive deeper connection, understanding, and immediate growth.