Over the past decade, the CPG industry has evolved from mass marketing to targeted marketing. We see grocery formats specifically targeting upper-income or budget-conscious or niche segments. CPG products have reached a new level of specialization, with foods and beverages tailored to specific health ailments, for instance.
While these strategies have met with success for many CPG marketers, there is a growing realization that current segmentation schemes and targeted marketing practices will not be enough to drive sustained growth and competitive advantage in the long term.
Marketers are recognizing the need to take consumer understanding one step further -- not only looking at consumer segments and micro-markets but further dividing their shopping behavior into “trip missions.”
Extensive research into trip missions has revealed that trip missions have a dramatic impact on where consumers shop and what they buy. Insights from this research empower CPG manufacturers and retailers to create the assortment, placement and promotion plans that drive growth through increased share of specific trip missions and/or basket growth within a trip type.