Sam Hardman

In some categories, up to 70% of total volume is sold during promotional periods, say our clients.

As a result, trade promotion management in CPG https://softservebs.com/en/resources/trade-promotion-in-cpg/ becomes a core part of category economics, not just a marketing task. It creates new pressures for brands.

Retailers expect deeper discounts. Competitors respond quickly to each other’s promotions. And small mistakes in planning or execution can quickly affect profitability.

These challenges are not theoretical. We see them in real planning cycles and retailer negotiations.

In this article, we explore the key 2026 challenges in CPG trade promotion management and how brands address them in practice, based on real examples from the industry.