1. Global retail concentration will continue as large retailers like Walmart and Tesco account for a significant portion of grocery sales in their markets. 2. Private label brands will remain a threat to branded packaged goods as their market share grows, particularly in developed nations. 3. Shoppers are increasingly researching products online before purchasing offline (ROPO behavior), influenced by growing smartphone and internet access. Many final purchase decisions are also now made at the point of sale in stores.

1. TOP 10 SHOPPER MARKETING
Since 1996, offering Commercial Consultancy and Training

2. TOP 10 Shopper Marketing Trends
• Wal-­‐Mart
accounts
for
8%
of
US
retail
sale
• Tesco
13%
of
UK
sales.
• Both
30%
grocery
sales
in
domesAc
markets
1.
Retail
globaliza.on
and
concentra.on
process
will
con.nue

3. TOP 10 Shopper Marketing Trends
• The
fight
will
be
at
the
POS
according
to
Nielsen
2.
Private
labels
will
con.nue
to
be
a
major
threat
to
FMCG
• Over
30%
in
developed
naAons
• 16%
global
• SAll
below
7%
in
LaAn
America

4. TOP 10 Shopper Marketing Trends
3.
ROPO:
Research
online,
purchase
offline
• 49%
of
Consumers
Surveyed
Say
Smartphones
Have
Changed
the
Way
They
Shop;
• 88%
Use
the
Internet
to
Research
Online,
Purchase
Offline
(ROPO).
This
behavior
is
seen
in
9
out
of
10
people
in
11
of
12
countries
• Influence
of
Social
Media
Highest
in
China
Source:
DigitasLBi
Global
Survey
12
markets
in
2014.

5. • Depending
on
the
category,
between
30%
and
80%
of
FINAL
purchasing
decisions
are
made
at
the
point
of
sale
(POPAI
Consumer
Buying
Habits
Study
2014).
• These
are
rates
are
constantly
growing
as
a
consequence
of
acAve
life
style,
in
store
promoAons
and
amount
of
opAons
available.
TOP 10 Shopper Marketing Trends
4.
Purchasing
decisions
at
POS
are
growing
in
relevance

6. • The
rise
of
Breakfast,
growing
in
relevance
vs
other
meals
• Higher
relevance
of
smaller
and
more
convenient
formats
for
immediate
and
on
the
go
consumpAon
• Higher
relevance
of
availability,
product
exhibiAon,
temperature,
in-­‐store
locaAon
of
the
freezer
and
customer
saAsfacAon.
TOP 10 Shopper Marketing Trends
5.
Increase
frequency
of
Out
of
Home
Consump.on

7. TOP 10 Shopper Marketing Trends
6.
Convenience
is
KING:
smaller,
cold
and
ready
to
drink!
Source:
TMC
USA
2014.
• Increased
relevance
of
Channel
/
Account
Strategy
and
Plans
• Reinforced
strategic
role
of
Minimarkets
and
C-­‐Stores

8. • Growing
health
and
wellness
awareness:
natural,
high
quality
produce
and
fresh
food
and
drinks
are
now
one
of
the
most
important
determining
factors
in
what
and
where
shoppers
buy.
• Retailers
will
dedicate
higher
space
for
water,
natural
juice
and
tea.
Longer
Ame
spent
in
this
secAon.
• Increase
in
the
number
of
retailers
offering
Natural
Juice
freshly
made
at
the
moment
or
during
the
day
with
private
label.
TOP 10 Shopper Marketing Trends
7.
Healthier
and
price
sensi.ve
shoppers

9. • Internet
and
Social
networks
have
changed
the
way
people
shop
with
friends
• The
group-­‐buying
experience
that
started
with
Groupon
has
evolved
from
simply
“beher
prices”
to
a
more
conscious,
opinion
based
and
friendly
experience.
Sharing
opinions
about
products
and
services
is
now
a
criAcal
influencing
factor
to
make
a
purchase
decision
TOP 10 Shopper Marketing Trends
8.
Ac.ve
Shoppers
in
a
Social
Commerce

10. TOP 10 Shopper Marketing Trends
9.
BIG
DATA
will
con.nue
to
drive
BIG
CHALLENGES
• No
doubt
that
amount
of
informaAon
about
shopper
habits,
behaviour
and
paherns
will
conAnue
growing
in
the
following
years
• Generate
relevant
insights
to
drive
beher
products
and
services
is
the
challenge
for
the
consumer
industry
and
retailers
• Shoppers
will
conAnue
sharing
their
informaAon
if
they
are
able
to
perceive
the
benefits
in
return.

11. • Trade
and
Shopper
MarkeAng
spend
conAnues
to
increase
as
%
of
total
markeAng
budget.
o In
USA
it
already
represents
between
50-­‐60%
of
total
markeAng
budget
of
top
10
Consumer
Good
industries.
o LaAn
America
is
sAll
behind
(between
40-­‐50%
of
total
markeAng
budget)
but
growing
fast.
TOP 10 Shopper Marketing Trends
10.
Trade
and
Shopper
Marke.ng
Spend
will
con.nue
growing

12. www.tmcconsultores.com
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