Consumer Digest Issue 2: How Spring Wellness Fuels the Basket

Shared cultural moments are when brands truly connect with shoppers’ lifestyles and routines.

Each year, spring's arrival inspires action. Shoppers look to reset, refresh, and rethink daily habits. While spring to-do lists vary, the goal is consistent: small upgrades that support overall wellness. For many households, that process starts at the shelf.

Issue 2 of the Consumer Digest explores what shoppers say they’re prioritizing during spring 2026.

9 in 10 Plan to Purchase New Cleaning Products (but they're rarely the reason for the trip)

The first step of spring cleaning is gathering supplies: 90% of respondents who plan to engage in spring cleaning activities said they plan to purchase new products.1

What it means → Spring cleaning is an annual launch window for innovation and new‑household trial.

The demand is significant, but where and when are consumers purchasing?

Nearly all respondents (93%) would consider buying spring cleaning products at the grocery store, yet fewer than 20% make a trip specifically for cleaning supplies.This reinforces that cleaning products are overwhelmingly add-on items.

What it means → Cleaning products sit between impulse and planned purchases. Brands need to win visibility both before and at the point of purchase, on physical shelves and in the online aisle.

Resolution-Style Health Habits Resurface During Spring Months

Like New Year’s resolution season, spring is a transitional moment that sparks self-reflection. Wellness habits come back into focus as consumers look to bolster physical, mental, and emotional health.

Shoppers don’t just talk about eating healthier during spring; the data backs it up: In spring weeks, fresh produce spend and units per household rise to 1.5x the average week.

What it means → Spring is a “fresh start” season for wellness, and produce baskets get bigger. Products that pair with whole foods should show up as basket-building healthy recipe companions.

A shift toward whole foods is just one aspect of the focus on holistic well-being. Consumers said they also plan to make lifestyle changes like increasing daily movement (72%), meeting hydration goals (64%), and spending more time outdoors (64%). To support these spring wellness goals, 2 out of 3 health-focused households plan to purchase vitamins and healthy snacks this spring.

What it means → As shoppers get moving during spring, convenience becomes a key driver of “better-for-you” choices. Brands can meet that need with portable on-the-go formats that make healthy snacks ready for commutes, workouts, and outdoor activities.

Download the Consumer Digest for More Spring Shopper Insights

For CPG brands, spring purchasing sets the tone heading into summer. Brands that align with spring’s wellness momentum are positioned to capture incremental spend and gain share.

Download the full Consumer Digest to uncover where spring demand is building.