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Top Trends in Fresh: Difference Makers to Stand Out from the Increasingly Competitive and Complex Pack

By

Jonna Parker

Jonna Parker

Nov 8, 2023

Posted in:

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The fresh foods landscape is more complex than ever, with shoppers making 10 more trips to the store than pre-pandemic...

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Top Trends in Fresh: Difference Makers to Stand Out from the Increasingly Competitive and Complex Pack

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  • Writer: Jonna Parker
    Jonna Parker
  • Nov 8, 2023
  • 1 min read

Updated: May 2, 2025

The fresh foods landscape is more complex than ever, with shoppers making 10 more trips to the store than pre-pandemic to a wider array of stores. When fresh foods are ubiquitous well beyond grocery stores, how can retailers and manufacturers set themselves apart?


In this webinar, Circana and FMI will dive deep into the latest food and beverage trends to unlock difference-maker opportunities that meet consumers’ fresh-food needs in unique and breakthrough impactful ways. We reveal our market outlook for the holiday season and uncover ways fresh retailers and manufacturers can separate themselves from the rest of the pack in 2024 and beyond.


This session explores:

  • The latest sales performance and shopper behaviors.

  • Perspectives from our experts on the holiday season, new year, and beyond.

  • Actions to differentiate from an increasingly crowded pack by understanding the competitive landscape for market share.

  • A deeper understanding of the consumer groups with future opportunities (demographics, psychographics) and the importance of targeting vs broad general marketing.

  • Why this year’s successes will not be enough to win and stand out in the future.


Speakers:

Jonna Parker, Principal, Fresh Center of Excellence, Circana

Kelly Krumholz, Client Insights Consultant, Fresh Foods Consumer Specialist, Circana

Rick Stein, Vice President, Fresh Foods, FMI



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About the author

Jonna Parker has been an innovator in the fresh foods space for nearly two decades, driving the evolution of consumer-centric decision making and big-data analytics throughout the perimeter. Since joining Circana in 2016, Parker has led the development of fresh foods with a focus on bringing the big-data power enjoyed by CPG departments and manufacturers to the fresh perimeter departments. She also spearheaded the development of the Integrated Fresh solution, which  harmonized all food and beverage code types across Circana’s Liquid Data platform. Integrated Fresh modernized food and beverage sales data into a single easy-to-use tool, becoming the industry’s system of record and a 2020 SIIA CODiE Award finalist for business technology.


A top industry thought leader, Parker regularly contributes content to and is quoted in trade publications such as Produce Business, The National Provisioner, Winsight Grocery Business, and CSP Magazine. She has also been a speaker on fresh food industry trends and strategies at several top industry events and has partnered with FMI as a cohost of Top Trends in Fresh webinar series for more than 5 years. Progressive Grocer named her a Top Woman in Grocery in 2021 and 2023.

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