Photo source: Milk Cult
While it’s not officially summer, for many readers of today’s blog, it’s time to get outside and enjoy the sunshine and mask-free fresh air. Once again, the marketplace is changing and marketers are pivoting to adjust. To help maintain the momentum of retail sales’ gains during the pandemic, brands are getting creative with formulations, marketing and messaging. This is very apparent in ice cream, with the retail freezer a hot spot in the supermarket.
Shoppers are increasingly choosing to grocery shop inside the store as COVID-19 concerns abate, according to the April IRI survey among primary grocery shoppers. Additionally, shoppers are spending more time in the store, which once again makes it paramount that your product gets their attention.
“Consumers who have been vaccinated are more likely to do all shopping in-store and are the ones driving the more relaxed in-store mindset,” says Anne-Marie Roerink, president, 210 Analytics. “This points to potentially ongoing shifts back to pre-pandemic behaviors as more people get vaccinated. As retail demand continues to be elevated, some categories squeezed out gains over 2020 whereas others fell short of matching the 2020 records.”