Your sales team didn't lose that account. Your customer didn't switch to a cheaper brand down the aisle. They just started eating less — and there's a good chance nobody in your business has put that into a single planning meeting this year.

New data from McKinsey's State of Grocery North America 2026 report — based on a March 2026 survey of nearly 5,000 grocery shoppers and an April 2026 survey of more than 40 grocery executives across the US and Canada — puts a number on something FMCG and SME owners have been feeling without being able to name it: 16% of grocery shopping households now report someone in the home is currently using a GLP-1 medication (Ozempic, Wegovy, Mounjaro and similar), with another 7% reporting past use. Among households currently using these medications, 48% say they're buying smaller portions and 46% say they're buying fewer snacks and indulgent items.

That's not a marketing problem, a pricing problem, or a private label problem. It's a straight reduction in how much of your category actually gets eaten — and most ranges were built and priced for a market that's already shifted underneath them.

When sales go soft, most owners run the same three checks: pricing, competitors, marketing spend. All reasonable. All can miss the real story entirely.

Grocery's own decision-makers are already responding to what the data shows. According to McKinsey's State of Grocery North America 2026 report, close to 90% of grocery executives expect to expand high-protein shelf space over the next two to three years — not because protein is a passing trend, but because it's where a genuinely changed shopper is spending. Units per trip fell across nearly every retail channel in the 12 months to June 2026, and over half of shoppers report cutting back specifically on impulse purchases — the exact category most exposed to reduced appetite.

If your last range review didn't ask "has consumption itself changed," it wasn't a full review. It was a pricing exercise wearing a strategy hat.

This is the framework I now run with every FMCG and SME client before a range or NPD decision goes to market:

1. Exposure Check. List every SKU and mark which sit in the categories most exposed to reduced consumption — snacks, large-format packs, indulgent or "treat" positioning. These are the lines most likely to be quietly losing volume for reasons that have nothing to do with your marketing.

2. Format Response. Test smaller pack sizes and portion formats against your current best-sellers. A shopper eating less isn't choosing to abandon your brand — they're choosing the format that matches how much they actually want now.

3. Category Reallocation. Shift a defined share of your NPD pipeline and shelf-space negotiation toward where consumption is genuinely growing: fresh, protein-forward, and wellness-adjacent lines. Don't wait for the retailer to tell you; bring the data to them first.

"Kevin has some amazing ideas around marketing, things we would have never thought of ourselves. He also helped us through the process of getting into supermarkets. He has gone above and beyond what he needed to!"

— Amy Nixon, Icehouse Coaching Programme

Most owners who see this data will nod, agree it's real, and change nothing for another two quarters. Not because they don't believe it — because there's no system forcing the question onto the agenda. Range reviews happen annually, GLP-1 usage keeps climbing month on month, and by the time it shows up as a clear sales trend, a competitor with a smaller-format or higher-protein alternative has already taken the shelf space.

The real obstacle usually isn't insight. It's sequencing: no owner has built "consumption shift" into their regular planning cadence, so it only gets attention once it's already cost them a quarter of flat or falling volume. That's exactly the kind of system gap coaching exists to close — not by telling you what to think, but by building the cadence that makes sure you ask the right question before the market answers it for you.

Three things you can do this week, before a full range review:

If your range hasn't been stress-tested against this shift, that's the conversation worth having before your next planning cycle.