Food and Drink International - Winter 2016 Volume 1 - 7

digitally engaged

abled digital collaboration, including
format, supply chain and information capabilities, will be required for
seamless engagement with the grocery consumer," he adds. "Connected
commerce will become the norm."

The New Landscape
President of U.S. CPG and Retail at
Neilson Chris Morley said mobile
and digital technologies are reshaping the food retail landscape. Technology has created an immediate
need for implementing "connected
commerce" strategies to maintain retail relevance. "This analytic alliance
between FMI and Nielsen will aim to
better define the digital shopper and
uncover deep insights on a topic that
is strategically crucial for the industry," he adds. "Together, the combination of data and analytics across
multiple sources will help provide
360 degree clarity on core factors for
all FMI members navigating this new,
digital retail topography."
FMI's U.S. Grocery Shopper

Trends 2016 explains that although
online shopping for groceries is
small, shoppers are using digital tools
prior to and while they shop. The institute has been tracking the trends of
grocery shoppers for more than four
decades. Because millennials are doing a lot of the shopping today and are
the most likely to engage with retailers using social media or other tools,
retailers need to make sure they are
integrating technology.
Initial findings on the "Digitally Engaged Food Shopper" will be available
to FMI members in 2017. The organization will reveal its insights during the
FMI Midwinter Executive Conference
in January. The program will highlight
current and future digital shopping
behaviors by combining extensive
consumer research with perspectives
from top retailers, CPG manufacturers
and technology providers.
"The end goal?" Neilson asks. "To
help food retailers and suppliers advance their efforts toward creating a
connected commerce platform that

>> Although online shopping for groceries is low, FMI finds shoppers are using digital tools before and while they shop.

resonates with today's digitally savvy consumer."

Taking Part
FMI and Nielsen are looking for a
limited number of retailers and manufacturers to be interviewed for their
research. The team wants to learn
more from food retailer and CPG
manufacturing companies with oversight of e-commerce, marketing, merchandising, supply chain, strategy,
store operations, finance and technology or information systems.
Participating companies will be reviewed and provided with a personalized report on their readiness and
capabilities to integrate digital into
their market strategy.

Grocery Shopping Trends
based on the Food
Marketing Institute's U.S.
Grocery Shopper Trends,
2016 report.
* 85 percent of all U.S. adults say
they have at least 50 percent of
the household responsibility for
grocery shopping
* Five percent of shoppers use online-only retailers regularly
* 59 percent of millennials use
digital coupons
* 53 percent of shoppers plan, shop
for, enjoy and share food experiences
through social networking
* Shoppers continue to shop multiple
channels and claim no retailer as a
primary store
* The average spend per week on groceries is $107, which is about $6 more
than 2015

food & drink international * winter 2016 volume 1 * www.fooddrink-magazine.com

7


http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food and Drink International - Winter 2016 Volume 1

Contents
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