Activate It Curated Norm | US [English] 2026

The Activate It Curated Norm for the US [English] for 2026 is made up of 8 major parent categories and 28 core categories, plus up to 6 additional categories that are of particular interest for the US market. The norm is actively managed and reviewed yearly to ensure it is a stable and representative benchmark you can rely on.


Categories represented in the Activate It Curated Norm | US [English] 2026


Parent Category Category Description
Alcoholic beverages Beer Includes alcoholic lagers, IPAs, pilsners, craft beers, and flavored beers across 18 brands. Excludes ciders and non-alcoholic beers.
Alcoholic beverages Hard seltzers Includes hard seltzers, ciders, flavored malt beverages, and hard iced teas across 14 brands. Does not includes traditional beers or wines.
Alcoholic beverages Low and no alcohol Includes low- and non-alcoholic beers, spirits, and mocktails across 17 brands. Does not include low or non-alcoholic wines or ciders.
Alcoholic beverages Premixed cocktails Contains ready-to-drink alcoholic aperitifs and pre-mixed cocktails (whisky-, rum-, tequila-, and vodka-based) across 16 brands. Does not include non-alcoholic drinks.
Alcoholic beverages Spirits Contains alcoholic spirits including bourbon, whisky, gin, tequila, liqueur, rum, and vodka across 18 brands.
Beverages Carbonated soft drinks Contains healthy sodas, classic sodas, ginger ales, and root beers across 17 brands. Does not include energy drinks or sparkling waters.
Beverages Functional beverages Includes functional beverages such as energy, fitness, electrolyte, and protein drinks/powders across 10 brands. Excludes regular sodas and waters.
Beverages Tea Includes tea bags, green tea, herbal tea, ready-to-drink iced tea, and tea powders across 12 brands. Excludes alcoholic/hard iced teas.
Beverages Water Includes still, sparkling, and flavored water across 15 brands. Excludes sports-focused waters.
Consumer Healthcare OTC pain relievers Includes topical and non-topical general pain relievers across 18 brands. Excludes pain relievers for specific conditions (e.g., menstrual, arthritis).
Consumer Healthcare Performance and nutrition products Includes sports performance products like creatine, plant-based protein, shakes, supplements, electrolytes, and runner's gels/chews across 17 brands.
Consumer Healthcare Vitamins and supplements Contains general multivitamins and specific supplements (sleep, energy, stress, joint care) in capsule, powder, liquid, and gummy formats across 17 brands. Excludes protein shakes/powders and highly specific condition supplements.
Food Breakfast foods Includes cereal, granola, pancakes, and waffles across 18 brands.
Food Candy and confections Includes chocolate candies, non-chocolate candies, and gum across 12 brands.
Food Condiments, dips and sauces Includes condiments, dips (hummus, sour cream, salsa), and sauces (including cooking sauces) across 15 brands.
Food Dairy Contains cheese, milk, yogurt, and butter across 17 brands. Excludes vegan and non-dairy alternatives.
Food Frozen food Contains ready-to-heat frozen savory meals, sides, and snacks across 11 brands. Excludes frozen desserts such as ice cream.
Food Packaged and shelf-stable food Contains shelf-stable soup mixes, baking mixes, packaged bread, grain mixes, rice, and pasta across 13 brands.
Food Salty snacks Includes chips, crackers, popcorn, and nuts across 17 brands. Does not include meat snacks.
Food Sweet snacks Contains sweet baked snacks such as cookies, wafers, fig rolls, sweet pretzels, and protein bites across 12 brands. Excludes chocolate bars.
Homecare DIY Includes interior and exterior home improvement supplies like paint, sealer, primers, wood, and floor products across 16 brands. Does not include any hardware/power tools.
Homecare Home care cleaning products A general home care cleaning products norm including surface care, dish care, laundry care, and cleaning tools (brushes, mops) across 15 brands.
Homecare Surface care Dedicated strictly to surface care, including multi-surface cleaners, wipes, outdoor cleaners, bathroom cleaners, and mops across 16 brands.
Personal Care & Beauty Body skin care Includes gendered and gender-neutral body serums, washes, moisturizers, and underarm protection across 14 brands. Excludes any facial skin care products.
Personal Care & Beauty Facial skin care Includes gendered and gender-neutral face washes, mist sprays, tonics, makeup removers, micellar water, and hydrating/glow creams across 16 brands. Excludes products that treat specific skin conditions such as psoriasis.
Personal Care & Beauty Makeup Includes mascara, foundation, lip care, and powders across 7 brands (tested with a female-only audience). Excludes nail care.
Personal Care & Beauty Toothpaste Includes general, sensitivity, and whitening toothpaste across 11 brands. Excludes mouthwash and other oral care products.
Pet care Cat food and treats Includes wet cat food, dry cat food, and cat treats across 10 brands. Excludes non-food pet care products like cat litter and toys.
Pet care Dog food and treats Includes wet dog food, dry dog food, and dog treats across 16 brands. Excludes non-food pet care products like dog toys and accessories.
Restaurants QSR Burgers and sandwiches Contains beef burgers, chicken burgers, subs, breakfast sandwiches, wraps, and burritos across 9 restaurants.
Restaurants QSR Combos Contains meal combos for breakfast, pizza, chicken, burgers, and wraps across 10 restaurants.
Restaurants QSR Beverages Contains non-alcoholic QSR beverages including iced coffees, teas, frozen drinks, and sodas across 8 restaurants. Does not include any hot drinks.
Restaurants QSR Chicken Contains fried chicken, wraps, wings, tenders, and sandwiches across 8 quick-service restaurants.
Restaurants Quick service restaurants Contains QSR products including burgers, burritos, chicken, combos, desserts, drinks, sandwiches, subs, wraps, and pizza across 13 quick-service restaurants.