It’s no news that consumers are spending less time — and less money — in traditional grocery stores. But a new report from IRI finds that as value and convenience emerge as increasingly essential, people are making their consumer packaged goods purchases in all kinds of unexpected places. Who knew that frozen foods are one of the hottest categories in dollar stores? That consumers are clamoring for coffee and dog food online? Or that wine is one of the fastest-selling items stocked at the neighborhood drug store?
“At this point, there are something like 2,500 potential paths to purchase, and any number of steps people can take to research their food purchases,” says Susan Viamari, editor, Thought Leadership, IRI. “With so many options and so much noise, it is more important than ever that marketers carefully tailor their products and their programs. To break through all that clutter, they need to resonate with a solid message of value.”
As shoppers continue to shift channels and devices, there is no longer an “average” shopper, she tells Marketing Daily, with some 80% visiting three or more channels to carry out their grocery and consumer packaged good purchase journey.
To read the rest of the story, please go to: MediaPost