Tap Into High-Potential Fresh Shoppers

The fresh perimeter was on an exploding growth trajectory for a while as consumers gained more interest in fresh food. Now, not only has growth slowed, the competition across the store, including in center store – which is experiencing its own healthy gains – is fiercer than ever. Also, many consumers are buying produce outside of the traditional grocery store, and these new channels have made the landscape more confusing. Even e-commerce is seeing growth in produce.

Who’s really buying fresh and where? During this episode, Jonna Parker, Principal for the Fresh Center of Excellence at IRI, talks about the consumer groups that are most likely to drive sales of fresh foods. She also dives into the various opportunities in fresh and what CPG manufacturers and retailers need to know to succeed in this still very important part of the store.