Blog
Analysis, data perspectives, and behavioral signals from the ECGO research team — covering Gen Z, CPG categories, and post-consumption trends.
Reach Tells You Who Got Tried. Velocity Tells You Who Got Kept.
Two brands can post identical Gen Z reach and be in completely different shape. ECGO's June basket data shows why velocity — not reach — is the loyalty metric hiding in plain sight.
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Gen Z's Trade-Down Is Real — But Picky About Where
Store brands just had a banner year with Gen Z. But ECGO's June panel shows the trade-down clusters exactly where prices actually rose — while name brands still own the aisles that got cheaper.
Where Gen Z's Brand Loyalty Is Actually Legible
Gen Z is supposedly rotating through every brand on the shelf. Yet in ECGO's June panel, beverage reach stays remarkably consolidated while other categories fragment — and that gap tells you exactly where you can build a plan.
Same Reach, Different Story: What Gen Z's Basket Says About Loyalty
Two brands can post identical reach and be in completely different shape. ECGO's Basket data shows why "% of panel reached" can quietly mislead you.
Inflation Cooled. Gen Z's Aisles Went Opposite Directions.
When grocery inflation eases, private-label growth should ease too. In ECGO's Gen Z panel, two categories did the exact opposite — in opposite directions.
Reach vs. Habit: Why PepsiCo Is Beating Coca-Cola With Gen Z
National share data says Coca-Cola leads. ECGO's Gen Z panel flips the order — and the reason isn't reach, it's how often the same shoppers come back.
Why Gen Z Recycles Differently — And What Brands Need to Know
Gen Z consumers express high sustainability intent but show dramatically different actual disposal behavior compared to older cohorts. New behavioral data reveals the gap — and the opportunity.
The Packaging Sustainability Claim Problem: When Data Doesn't Match Reality
CPG brands are making packaging sustainability claims based on material composition. Real-world behavioral data shows a very different story at the moment of disposal.
Post-Consumption Data: The New First-Party Intelligence Category
With third-party cookies gone and purchase data commoditized, the next competitive advantage in CPG is behavioral data from after the transaction ends.
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