How Digital is Defining Grocery’s Long Game

In this Fresh Pulse episode, Jonna Parker, team lead, Circana’s Fresh Foods Group, highlights consumer purchasing behavior in the meat department. Promotions aren’t seeing expected lifts, purchases are designed for minimal waste, and it’s often social platforms and digital retail apps that are guiding shoppers.  

Highlights:  

• More consumers are using retail apps to plan shopping and load deals to their loyalty cards.  
• As shoppers visit fewer stores, being part of the consideration set is critical.  
• Younger shoppers are more likely than older shoppers to associate all types of channels, from Big Box to discount, as destinations for fresh foods.
• Grocery is winning in fresh by leveraging FOMO – fear of missing out.