How CPG Retailers Can Rewrite Their Summer Playbook

Inflation is high, which might limit discretionary spending and travel for many. Still, it’s summer and consumers are making the most of pandemic investments made in outdoor spaces, grills, and smokers. Now is the time for retailers to rewrite their summer playbook and merchandise for a new generation. Learn some tips and tricks from Jonna Parker, principal of Circana’s Fresh Center of Excellence and Anne-Marie Roerink, president of 210 Analytics. 

Highlights:  

• Meat might still be king of the grill, but its increasingly sharing space with vegetables, plant-based meat alternatives and different types of protein.  
• Brands that cross-promote across categories and retailers that highlight convenient solutions see a bigger sales lift. Consider the opportunities of educating and inspiring consumers with products from across the store to build bigger baskets around the theme of grilling, for example.   
• With more retail channels competing in fresh, too many are selling the same products and traditional price promotions aren’t delivering lift. Consider digital ads and messaging to target and connect with shoppers and get them to make the trip to the store.
• Retailers don’t necessarily need to change their assortments, but they should rethink how they merchandise. Consider different colors and merchandising strategies to position products in new ways.