The 2027 calendar is already shaping up to be a year of shifting consumer mindsets. From Dry January and Valentine’s Day to spring resets, summer entertaining, back-to-school, football season, Halloween, and the holidays, each month brings distinct moments that influence how consumers shop, cook, and engage with brands. As our planning calendar shows, these moments extend far beyond major holidays, with micro-events and seasonal shifts creating new opportunities throughout the year. For CPG brands, understanding these changing intent signals can help brands plan for a rolling calendar of moments, rather than relying on a single peak.

The holiday season starts earlier than most media plans assume: in Chicory's 2026 Holiday Consumer Survey of 800 U.S. adults, 71% said their first gathering of the season lands in November, and 64% start planning menus at least two weeks before the meal. Those menus are being built under new pressure, with 55% of consumers budgeting more carefully this season and 39% of households now including someone on a GLP-1 medication. Here's what those shifts mean for how shoppers will plan, cook, and buy between now and January.

A July 2026 foodborne outbreak tied to fresh produce is already reshaping the grocery basket. Chicory's Consumer Pulse survey of 1,000+ U.S. adults found that the vast majority of shoppers are already aware of the outbreak, and most have changed what they buy at the grocery store. As our infographic shows, the shift goes beyond avoiding fresh produce: consumers are cooking at home more, shifting toward pantry staples and frozen foods, and changing their restaurant behavior in meaningful numbers. For CPG brands, this is an active demand signal — and the window to reach consumers in a new mindset is open right now.

Following up on the 2024 edition of The State of Online Recipes, let's drill down on how Millennial and Gen Z consumers are leveraging online recipes, and how these publications present a critical opportunity for CPG brands looking to leverage contextually relevant content to reach high-intent audiences.

Looking back at the biggest trends in online grocery shopping and advertising in 2023 and some of Chicory’s proudest achievements. Plus, a look ahead to 2024.

Chicory and the Path to Purchase Institute conducted a study with 1,000 shoppers to explore how contextual commerce impacts grocery purchasing decisions. Find out more.