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Top Trends in Fresh: Retaining the Base While Attracting the Shopper of the Future

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Jonna Parker

Principal II, Fresh Foods Client Insights Group

In this webinar, Experts from Circana and FMI share their latest perspectives on the total food & beverage space for the 1st 5 months of '24

  • Writer: Jonna Parker
    Jonna Parker
  • Jun 6, 2024
  • 1 min read

Did you know only 10% of U.S. shoppers drive an outsized sales share in each fresh foods department? These base customers are entering their empty nester and downsizing years. Fresh foods have a huge opportunity to keep their base happy while turning toward younger shoppers and smaller, more diverse households to fuel future growth.

In this webinar, Experts from Circana and FMI share their latest perspectives on the total food and beverage space for the first five months of 2024. Discover opportunities to connect with the shoppers of today and tomorrow across an increasingly fragmented populace.


This session covers:

  • The latest on what, where, and how Americans are shopping and eating across all foods and beverages with a focus on the fresh departments (produce, meat, bakery, seafood, and deli)

  • How sales fragment across the marketplace, specifically channel shifting and shopper trip changes

  • Department-by-department analysis of households driving most of today’s sales with suggestions to capture the base of each department

  • How to compete for the households most likely to drive future growth and change in fresh produce, meat, deli, and bakery

  • The current shopper mindset with ideas to fuel and prepare your strategies for the future


Speakers:


Jonna Parker,

Principal II/Team Lead, Fresh Foods Group, Circana


Kelly Krumholz,

Perimeter Client Insights Consultant, Circana


Rick Stein,

Vice President, Fresh Foods, FMI




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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