Expo West 2026:
3 signals every Grocery advertiser should act on

Expo West 2026 brought together thousands of brands, retailers and industry leaders to showcase innovation across Food and Consumables. A few clear signals stood out around what it takes to scale in retail, especially for Emerging brands looking to grow beyond direct-to-consumer and win on the shelf.

Here’s what we’re seeing — and what it means for your next move.

1. Discovery is the strategic differentiator

As product innovation expands across high-protein, low-sugar, clean-label, and functional benefits, shelf space and shopper attention remain limited.

At our booth, brands told us their top goals were reaching new audiences and increasing sales. But when asked what’s standing in the way, the most common answers were navigating retail media and standing out in a crowded category. Getting on the shelf still matters. But once you’re there, you have to earn visibility in a fixed set of search results, category pages and in-store moments where shoppers are choosing between your brand and national competitors.

And discovery no longer happens in one place. A shopper might see your brand on social, search for it on a retailer’s site, compare options on their phone in-store and purchase wherever it’s most convenient. In fact, 54% of surveyed Walmart online customers say searching on Walmart.com or the app inspires their purchases in-store.¹

Search presence and sponsored visibility have become table stakes for competitive positioning. The brands that win aren’t just thinking about placement — they’re investing in presence across the connected shopper journey.

Strategic tip for Emerging advertisers

When it comes to digital advertising, search presence is a competitive defense. If you’re not visible when shoppers compare options, you can risk losing your place in the consideration set at the time of purchase.

2. Repeat behavior drives profitability

In crowded categories, long-term growth depends on earning repeat purchases and becoming part of shoppers’ everyday routines. Emerging brands are increasingly measured not by launch spikes, but by staying power.

That reality is reshaping how success is defined.

For years, retail media measurement focused on ROAS, CTRs and attributed sales. While those metrics still matter, they’re no longer the end goal. The conversations at Expo West centered on growth and performance, yet the emphasis shifted to long-term value — where sustained profitability is driven by repeat behavior and basket frequency.

Brand leaders are asking sharper questions:

• Is household penetration growing?
• Are new-to-brand buyers increasing?
• Are shoppers coming back?
• Is category share expanding?

The conversation is shifting from media efficiency to business impact. In Food and Consumables especially, the brands that win won’t be defined by first purchase, but by repeat purchases.

Strategic tip for Emerging advertisers

Measure performance against business outcomes (not just media metrics) by optimizing for new-to-brand growth and repeat purchase.

3. Retail readiness is your growth infrastructure

In Grocery, discovery extends beyond awareness. It’s about winning every moment your brand is in front of the customer, whether sponsored or organic. When a shopper searches “protein bar” on Walmart.com or the Walmart app, or scans the aisle comparing prices, brands compete in real time against national players.

That’s why it’s critical that your virtual shelves are ready to meet customer expectations around value, convenience and availability. For example:

• Is the listing optimized for search and conversion?
• Is pricing competitive within the category?
• Can inventory support demand?
• Does fulfillment meet shopper expectations?

Listing quality and fulfillment speed don’t just improve conversion, they can influence ranking and ongoing visibility. Retail readiness was once viewed as operational hygiene but has become growth infrastructure.

Marketplace sellers using Walmart Fulfillment Services, for example, see an average 50% GMV growth for items with the “Fulfilled by Walmart” tag and delivery promises of two days or less.² Faster, reliable delivery strengthens operations while accelerating discovery, ranking, and conversion.

The same principle applies to listing quality and launch support. Strong product detail pages, relevant search visibility, and early activation contribute to better placement within search results earlier on.

Strategic tip for Emerging advertisers

Before scaling spend, ensure your listings, pricing and fulfillment are built to compete. Media accelerates performance, but it can’t compensate for structural gaps. Explore Walmart Connect’s retail readiness resources to prepare your products for scale.

But scaling in retail today requires more than a great product — it requires intentional discovery, measurement beyond media metrics and retail readiness.

The next phase of growth in Food and Consumables will belong to brands that understand this shift:

• Shelf presence is entry
• Search presence is defense
• Repeat purchase is the business

Learn how other brands are finding success by strengthening their fundamentals and activating smarter media strategies. Let’s spark sales.