Large Fast-Moving Consumer Goods (FMCG) companies are expected to increase their acquisitions of Direct-to-Consumer (D2C) brands in 2026. This strategy aims to accelerate premiumization, shorten innovation cycles, and enhance digital capabilities, especially in health, wellness, and personal care sectors. D2C brands offer rapid test-and-iterate cycles, valuable consumer data, and significantly higher growth rates compared to traditional FMCG portfolios, making them attractive targets for established players seeking agility and market expansion.