Abhik Banerjee’s Post

As #Consumer companies continue to look for new growth opportunities, the importance of portfolio shaping and positioning is increasingly important. Our latest research highlights the Five Food Personalities, which capture ~95% of global shoppers. Understanding these personalities - whether Frugal or Convenience-Seeking or other - can help inform portfolio choices and the associated 4Ps. Reach out to better understand how to use these insights to make more informed, personalized decision directed towards Profitable Growth.

🚀 Better for you snacking: A growth engine! 🚀 Exciting changes are unfolding in consumer behaviour – we see it every day in the insights we ground ourselves in at North Star ! Below is a shopper habit KPI tree that highlights dynamic changes in shopper behaviour within the crisps category. We’re witnessing an increase in purchase frequency among shoppers - this signals a significant opportunity for challenger brands to capitalise on, as its one of the largest value categories in the market - valued at £4.5bn and is driving shoppers to purchase more often than last year. As consumer preferences evolve toward healthier options, innovation is essential for brands to stay aligned with the key new trends. While the total category is growing at 1.4% year on year, the “better for you” segment is currently underperforming relative to this growth. However, there is a silver lining for challenger brands – as they are thriving, with an impressive growth rate of 8.5% year on year.* This disparity highlights a critical issue – shoppers are increasingly sceptical of larger brands’ ability to deliver on the health credentials they expect from genuinely healthier products! But challenger brands have been able to understand the need better and deliver products that hold shoppers! We are excited to see how the below brands continue to influence retail fixtures and recruit more shoppers! 👏 Govinda Kular & the team at Nurture Brands for the job they are doing on Emilys 👏 Nicole Allison 💫 & Cathy Moseley & the rest of the team at Boundless Snacks 👏 David Ventura and the team at Mister Free'd 👏 Stefania Pellegrino and the team at Purely Plantain Chips 👏 Keith Paterson and the team to SHORE The Scottish Seaweed Co. Do you understand your shopper, or the dynamics of the categories you are playing in - if not, the above proves, its something all successful challenger brands need to be immersed in to be able to win with retailers - if you would like to find out more, drop me a message! *Source: North Star powered by Circana / Grocery market / Crisps & Snacks / value sales / latest 52week to w/e 07/09/24 vs prior year

Deep Dive into More Supermarket Shopper Insights: Unveiling the Next Level of Retail Marketing................!!!!!!!!!!!!!!!!!!! 🛒🛍️👜 Excited to share the results of my recent retail marketing research project for More Supermarkets!💫✨ As someone passionate about understanding consumer behavior and crafting winning strategies, this project had me diving deep into the hearts and minds of More's loyal shoppers. Let's discuss! My retail research findings are sparking some interesting conversations. Share your thoughts and reactions in the comments below✨⚡💥! #OpenForum #RetailMarketingCommunity Dr Sendhilkumar Manoharan Ph.D.

"Retailers relying on data to make decisions – what a novel idea! The game is all about sell-through," says Mark Ryski, Author, CEO & Founder of HeadCount Corporation. "Armed with better data, retailers are making decisions based on outcomes vs. brand promises, and it’s paying off for them. We are way past the era of Tide detergent driving store traffic. Consumers are more savvy and so are retailers. The rise of private brands is a double-whammy for established brands: 1) consumers want/demand lower prices, and 2) retailers get better margins. As demand for some brands continue to diminish, they will be forced to scrape the old playbooks of ‘stack it high and watch them buy’, and bring something truly valuable to the consumer. Buying endcaps won’t save them. And while sustainability and ethical production play well in the press, consumers are still reluctant to buy if the price differential is too high." Check out more insights from one of the retail industry’s leading experts - https://buff.ly/3qRfPx2. More great comments on this topic by RetailWire's BrainTrust experts including: Neil Saunders, Rachelle King, Anil Patel, Lisa Goller, MBA, Gene Detroyer, Scott Benedict, Jeff Sward, Richard George, Patricia Vekich Waldron, Dave Wendland, Oliver Guy 🚀, Mark Self, Brian Cluster, Trevor Sumner, John Karolefski, and Carlos Arámbula.

How data-driven grocery influences brands ... Grocery retailers are evolving into more mature users of data related to brand performance and shopper behavior. Implications for CPG brands: 🍎 DATA: AI will speed up grocers' pricing, promotion and assortment decisions. Ongoing brand building and product innovation (or acquisitions of smaller CPG superstars) can keep big players relevant. 🍊 PRIVATE LABEL: Brands can treat store brands as worthy rivals, and monitor grocers' private label moves to inform their product development and promotion strategies. 🍌 RETAIL MEDIA: To stay competitive against new players and private labels, classic brands can invest in retail media ads to remain top-of-mind along the customer journey and drive sales. 🥝 CONSUMER NEEDS: Agile brands will pounce on shifts in consumer demand for products that align with needs like value, wellness, sustainability and diversity. How else can CPG brands adapt to data-savvy grocers? See today's RetailWire article and join in the discussion. #retail #ecommerce #grocery #CPG

Interested in getting an early read on some monthly insights I will be sharing here on linkedin? Numerator is providing additional insights for SmashBrand's already stacked newsletter this month. Sign up 👉 https://lnkd.in/eGUTr6Kk Here's what was included in last month: ----- What's In The Water? It should be no surprise that 2023 was a tough year across CPG. Most categories fell victim to some combination of unit, trip and/or household decline due to the pricing activities of 2022 and inflation. One very surprising category that did not is Liquid Water Enhancers, and it’s about to cross the $1B threshold in total category sales annually. It thrived in 2023 posting positive growth across all staple consumer metrics: households (+15%) , buy rate (+9%), trips (+4%), spend per trip (+5%) and units per trip (+1%). Very few categories achieved this. Why a surprise here? When was the last time you thought about this category and how many times have you walked past it in a store? It’s cousin, Powdered Drink Mixes, tends to get all the coverage. Why shouldn’t it be a surprise? Water sales are on fire and consumer demand for hydration and functional anything couldn’t be higher. Liquid Enhancers are an additive that solves for both, meeting consumer demand head on and providing improved taste and flavor variety to boot. So when everyone is competing on taste and function, what is the distinctive asset that will make your brand stand out? What will make a consumer think about your brand, your category and make them stop at your set in the store? Brands that solve for this will win. Period. Source: Numerator Total Commerce Panel data ending 12/17/2023 ----- #cpg #foodandbeverage #startup #data #consumerinsights #categorymanagement Jason Vaught Kevin Smith Christy Lebor

Join us next month for the first webinar in our new Highlight Reel series, focused on the better-for-you CPG landscape. More details and the registration link are included below! #webinar #cpg #bfy #betterforyou #consumerinsights #marketresearch

What does “better for you” mean to today’s consumers? There’s no doubt “better for you” has evolved over recent decades. It’s come to mean many things to many different consumers: healthful, “free of,” better for the planet, and so much more. The good news? These trends present big opportunities for CPG and other retail brands looking to guide their product innovation by evolving consumer preferences. On Wednesday, July 24 at 1PM ET / 10AM PT, join us for a conversation featuring CPG entrepreneur and snack sommelier Nate Rosen and Highlight’s founder and CEO, Dana Kim. They’ll discuss the current landscape, and how brands are innovating #BFY to win more consumers and boost their bottom lines. Register now: https://lnkd.in/enNAmQsJ

Had this meeting recently? :) Yes market KPIs are important. Don't obsess on responding to market changes today. Plan for how you will lead the market tomorrow. I know how it sounds... But it is possible. #branding #customer #loyalty #retail #market #marketing #analytics #strategy

"Retailers relying on data to make decisions – what a novel idea! The game is all about sell-through," says Mark Ryski, Author, CEO & Founder of HeadCount Corporation. "Armed with better data, retailers are making decisions based on outcomes vs. brand promises, and it’s paying off for them. We are way past the era of Tide detergent driving store traffic. Consumers are more savvy and so are retailers. The rise of private brands is a double-whammy for established brands: 1) consumers want/demand lower prices, and 2) retailers get better margins. As demand for some brands continue to diminish, they will be forced to scrape the old playbooks of ‘stack it high and watch them buy’, and bring something truly valuable to the consumer. Buying endcaps won’t save them. And while sustainability and ethical production play well in the press, consumers are still reluctant to buy if the price differential is too high."