CMOs Confront a 'Reputation and Results' Challenge, Says NIQ's 2026 Forecast
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Nov 19 2025
0mins
Should l Buy NIQ?
Source: Businesswire
CMO Confidence Amid Budget Constraints: NielsenIQ's report reveals that 83% of CMOs are confident in their brand's equity despite facing tighter budgets and increased scrutiny on ROI, emphasizing the need to prove marketing's impact on growth and loyalty.
Shifting Marketing Strategies: The report highlights a shift in focus for CMOs towards integrating AI and data-driven strategies to enhance marketing effectiveness, as well as the rise of retail media networks as a key area for achieving marketing ROI.
Future Priorities for CMOs: As they look towards 2026, CMOs are encouraged to prioritize long-term resilience and measurable business results, moving beyond mere efficiency in their marketing efforts.
Insights from Industry Leaders: NIQ's findings will be discussed at The Wall Street Journal’s CMO Council Summit, showcasing the importance of actionable intelligence in navigating the evolving media and technology landscape.
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Analyst Views on NIQ
Wall Street analysts forecast NIQ stock price to rise
9 Analyst Rating
8 Buy
1 Hold
0 Sell
Strong Buy
Current: 10.670
Low
17.50
Averages
21.07
High
24.00
Current: 10.670
Low
17.50
Averages
21.07
High
24.00
About NIQ
NIQ Global Intelligence PLC is a global consumer intelligence company. The Company provides brands, retailers and other clients with a holistic view of consumer shopping behavior globally to drive strategic and operating decisions. It manages a comprehensive and integrated ecosystem - The NIQ Ecosystem - which combines proprietary data, technology, human intelligence, software applications, and analytics solutions. Its unified, artificial intelligence powered technology platform aggregates, harmonizes and enriches vast amounts of global consumer shopping data from diverse sources, generates proprietary reference data and metadata, and provides a global, omnichannel view of consumer shopping behavior - The Full View. Its solutions include market measurement, consumer behavior and insights, innovation, brands and media, analytics and activation, and product finder. Its industries include consumer packaged goods, financial services, media, public sector, retail, and others.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Regional Disparities: While the global market appears flat, performance varies significantly by region, particularly in China, where recent trade-in policies are expected to negatively impact market performance, highlighting the complexities of regional economies.
- Consumer Behavior: Consumers are becoming more cautious with their spending, prioritizing value for money and favoring products that offer enhanced performance, convenience, energy efficiency, and durability, which necessitates brands and retailers to adjust pricing and innovation strategies according to regional and category-specific demands.
- Technological Trends: Built-in Artificial Intelligence presents a strong opportunity for product differentiation; however, consumer adoption will depend on clear use cases that demonstrate direct benefits and ROI, reflecting high market expectations for innovation.
See More
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- Regional Performance Variance: While the overall market remains flat, growth is expected in Eastern Europe (+5%), Western Europe (+3%), MEA (+3%), and Latin America (+2%), whereas the Asia-Pacific region faces challenges with a decline driven by China (-5%).
- Consumer Dynamics: Consumers are increasingly prioritizing value for money, driving demand for high-performance, energy-efficient, and durable products, necessitating brands to align innovation and pricing strategies to meet region-specific demands to capture market share.
- Strategic Considerations: Companies should focus growth strategies on high-potential markets while monitoring policy and trade factors, including evolving U.S. tariffs and China's trade-in programs, to navigate competitive challenges in the global market.
See More
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- Market Outlook: NielsenIQ forecasts that global sales of Consumer Tech & Durable Goods will reach approximately $1.3 trillion in 2025, reflecting a 3% increase from 2024, but expects a slight decline of 0.4% in 2026, indicating a slowdown in market growth.
- Regional Performance Variance: While the overall market appears flat, regions such as Eastern Europe (+5%), Western Europe (+3%), MEA (+3%), and Latin America (+2%) are projected to grow, whereas the Asia-Pacific region is expected to decline by 3% due to a 5% drop in China.
- Consumer Dynamics: There is a continued emphasis on value-for-money among consumers, necessitating that products demonstrate significant performance and durability, particularly in smart home and AI-integrated devices to meet evolving market demands.
- Strategic Considerations: Brands must tailor their innovation and pricing strategies to align with region- and category-specific demands to capture market share, especially in light of changing U.S. tariff policies and China's trade-in programs.
See More
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- Increase in Issuance: The number of new IPOs significantly increased in 2025, reflecting a rebound in demand for new listings, which is expected to support future capital market activities and provide companies with essential funding opportunities.
- Impact of Volatility: Although the market is recovering, external volatility has dampened hopes for a full rebound, which may lead investors to adopt a cautious stance in the short term, potentially affecting IPO pricing and overall market performance.
- Future Outlook: With a solid market foundation, analysts anticipate continued growth in IPO activities throughout 2025, which will create more financing opportunities for businesses and may attract greater investor interest in emerging markets.
See More
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- Technological Innovation: The NYSE's Pillar technology performed seamlessly during periods of high volatility, setting a record by processing over 1.1 trillion messages in a single day while maintaining processing times around 30 microseconds, enhancing trading efficiency and market trust.
- ETF Market Dominance: In 2025, the NYSE welcomed 428 new ETFs with a total AUM of $64.62 billion, solidifying its position as the largest ETF marketplace globally and attracting increased investor interest.
- Historic Transfer: AstraZeneca's announcement to transfer its listing to the NYSE marks the largest transfer in history, further strengthening the NYSE's leadership position in the global capital markets.
See More
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- Market Competitive Pressure: As retailers accelerate shelf refresh cycles and private label competition intensifies, brands are under pressure to design innovations with staying power to meet market demands and ensure long-term growth.
- Three Pillars of Successful Innovation: The report emphasizes that winning innovations require more than just a good idea; they must be rigorously developed pre-market to ensure superior performance against competitors, which is essential for achieving market differentiation.
- Global Market Coverage: NielsenIQ's analytics tools span over 90 markets, assisting brands in benchmarking performance and optimizing R&D strategies, thereby unlocking growth potential in a global consumer spending landscape exceeding $7.2 trillion.
See More
