How Retail Buyers Are Rethinking Range, Risk and Relevance in 2026

One of the clearest changes heading into 2026 is a move away from indiscriminate range expansion.

Buyers are increasingly focused on range discipline, asking harder questions about:

Rather than adding multiple variations of similar products, buyers are prioritising SKUs that demonstrate a clear role in the shopper journey. This is especially evident in fast-growing areas such as protein, functional beverages and health-led snacking, where choice can quickly become overwhelming.

Products that overlap too closely with existing lines are finding it harder to justify their place, even in trending categories.

Risk has not disappeared from buying decisions, but it is being reframed.

Instead of asking whether a product is new or exciting, buyers are assessing:

Rather than adding multiple variations of similar products, buyers are prioritising SKUs that demonstrate a clear role in the shopper journey. This is especially evident in fast-growing areas such as protein, functional beverages and health-led snacking, where choice can quickly become overwhelming.

Products that overlap too closely with existing lines are finding it harder to justify their place, even in trending categories.

Another defining feature of buying in 2026 is the increasing reliance on real-time performance data.

Sales velocity, repeat purchase and basket fit are now central to range reviews. Buyers are using these signals to make quicker decisions, both to back winning lines and to exit under-performers earlier.

This is driving:

For brands, this means early performance matters more than ever. For buyers, it means less tolerance for ambiguity and clearer expectations around proof of concept.

Today’s consumers are no longer shopping by category alone, they are shopping by need, moment and intent, and retail ranges are evolving to match.

This approach allows buyers to offer relevance without unnecessary duplication. It also explains why clearly positioned products often outperform more generic alternatives, even at a higher price point.

In this environment, relevance is a commercial advantage.

What was once a softer brand value has become a practical buying requirement, particularly in categories where consumers expect clarity on what they are consuming and why.

Transparency around ingredients, sourcing and processing is now expected, particularly in health-led categories. Buyers are responding by favouring brands that can clearly evidence quality and consistency, not just claim it.

At the same time, indulgence remains important. Comfort foods, treats and premium products continue to perform well when they feel authentic and well made. The key difference is that indulgence now needs justification, whether through quality, craftsmanship or emotional connection.

For buyers navigating 2026, relevance is defined by a combination of factors:

This does not mean buyers are risk-averse. It means they are risk-aware, backing products that show evidence of longevity rather than momentary attention.

As buying becomes more data-led and behaviour-focused, the relationship between buyers and brands is evolving.

Successful outcomes increasingly depend on shared understanding. Brands that arrive prepared with clarity, evidence and realistic growth plans are far easier to work with. Buyers, in turn, are seeking partners who understand category dynamics and can support long-term performance.

In 2026, range decisions are less about chasing what is new, and more about backing what is relevant, resilient and repeatable.

For retailers, that discipline is becoming a competitive advantage.

Bolst Global works with a curated portfolio of export-ready food, drink and wellness brands, supporting their market development and buyer engagement across the Gulf region.

If you are a brand considering expansion into the Middle East and would like to explore whether there is a strategic fit, get in touch with us to arrange an initial consultation.