Dive Brief:
- A new IRI report expects consumers to continue conservative purchasing behaviors in 2016—oneslikely carried over from the recession nearly a decade ago.
- These conservative shoppers weakened volume trends for CPG companies, though dollar sales remained strong thanks to inflationand decreased merchandising activity.
- The report also suggests that consumers' "path to purchase has changed,"副总裁苏珊Viamari认为leadership for IRI, told食品行业新闻. This new path is leading the way for the growth of e-commerce, which consumers will come to expect more of from food and beverage manufacturers.
Dive Insight:
IRI recommends that companies be more strategic with their target marketing, particular in online media. Honing in on a particular demographic with a message that resonates is key. And if that message is moreproduct-centricand/or experience-based, all the better.
Through e-commerce and online marketing efforts, companies will be able to collect more data on consumers and purchasing behaviors. Snickers has already begunusingthis strategy. The brandcollects first-party behavioral data, testing the effectiveness of messaging on how it entices consumers with various mood signals. Data collection and analysis have also played a role in helping companies identify thenext big flavortrend they can use to help their products stand out in a crowded marketplace.
Food and beverage manufacturers have been slower than other industries to adopt e-commerce, but the trend is picking up. Food and beverage e-commerce sales are expected to reach $12 billion by 2018, according to eMarketer.
Last year, Mondelez introducedOreo Colorfilledpackaging consumers could customize online. Bud Light launched theBud-E Fridgethat detects when consumers' beer supply is low and automatically connects them with an alcohol delivery service. Earlier this year, Snyder's-Lance debutedSnack Shack, an online snack store for the company's products. A General Mills exec said e-commerce would become "mission critical" in aninterviewwith Food Dive last year.
