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We Are How We Eat: How Grocery Shopping Data Reveals the New Consumer

by Rebecca Brooks  |  
October 24, 2016
  |  1,792 views

Change is everywhere. Aging Boomers are moving in with their children, and Millennials linger at home. Dual-income families are more commonplace than ever. And in just three decades, the number of women in the workforce has risen by 20%, shifting their traditional purchasing roles in the marketplace. Many of us have seen our jobs become more time-consuming and demanding, as management wants round-the-clock attention and faster servicing.

Shifts in lifestyle are also affecting the way consumers interact with brands. The brand-consumer relationship has transformed dramatically before our eyes and continues to do so.

Moreover, new technologies are changing the shopping experience.

Those changes are so profound that even something as fundamental as grocery shopping is evolving in completely new ways.

Using grocery consumer packaged goods (CPG) as the lens through which we view those changes, we can start to proactively influence change rather than just react to the new consumer. Intelligent shopper insights can help ignite change and inspiration, and allow brands to thrive in a changing landscape.


Where We Came From

Research on shopping behaviors with CPG is not new. It originated with pioneering research Daniel Starch in the early 20th century. He researched and devised methods to assess the effectiveness of advertising based on CPG purchase behaviors. His research explored consumer recall and interest based on brand advertising—a model used by large companies like General Mills, Proctor & Gamble and many more.

Those early models were widely adopted and evolved very little until the 1980s and 1990s, when the "emotional" element was added.


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Rebecca Brooks is co-founder and partner at Alter Agents, a market research company committed to helping admired brands ignite action with powerful shopper insights.

LinkedIn: Rebecca Brooks

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