NIQ, a global leader in consumer intelligence, announces the launch of NIQ Growth Pathways, a next-generation insights and analytics offering that modernizes traditional research and gives business leaders and marketers a clearer and structured route for category and brand growth. By integrating qualitative and quantitative research with NIQ’s industry-leading performance data, Growth Pathways delivers a connected view of how consumers think, feel, and act.

Growth Pathways helps teams notice opportunities in places they may not have explored previously, which inspires new ways of thinking about growth. As brands innovate and enter new spaces, they can energize the entire category.

In shifting consumer landscape, where global CPG volume growth has stagnated at under 1% annually, brand marketers need clarity on where to source demand, which opportunities matter most, and how to focus resources that will accelerate penetration and strengthen brand preference. Traditional strategies no longer meet the needs of today’s environment, as consumer behavior evolves and market dynamics grow increasingly complex.

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NIQ’s Growth Pathways creates a growth relevant roadmap relevant for your brand and your market context, by linking your current performance reality – your actual sales performance, with consumer insights and future performance projections, into an expedited and actionable roadmap to achieve market growth. Fast AI enabled qualitative research at scale reveals the real, lived human Jobs to Be Done and behavioral context that sit behind category and brand choice. This provides an accurate starting point for sizing and prioritizing the high-value strategic spaces where your brand has the right-to-play. This all comes together as a strategic playbook for either category, or brand growth, or both.

“When brands look beyond familiar boundaries and consider the full range of choices consumers actually weigh in and beyond your category, new growth possibilities come into view,” said Stacy Bereck, NIQ Global Practice Leader. “Growth Pathways helps teams notice opportunities in places they may not have explored previously, which inspires new ways of thinking about growth. As brands innovate and enter new spaces, they can energize the entire category.”

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The launch of Growth Pathways reflects NIQ’s ongoing transformation and commitment to delivering AI-enabled, open-data, client-first solutions. With more than 23,000 clients across 90+ countries, 22.2M store coverage, 220M product categories and collaboration programs across more than 50 retailers worldwide, NIQ continues to build a faster, smarter, and more connected insights ecosystem—empowering leaders with predictive intelligence that fuels growth across the global marketplace.

“More than ever before, companies need to make fewer but bigger brand bets in order to grow, and those bets must be consumer driven, evidence-based, and scalable,” said Gillian O’Sullivan, NIQ Global Sub-Practice Leader. “Growth Pathways takes validated marketing methods and applies them in a structured scientific KPI framework to determine the right pathway to sizeable and sustainable brand growth.”