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1、1WWW.ADADAPTED.COMINFOADADAPTED.COMVISIT USEMAIL USTHE CPG PRE-SHOP PLANNING REPORT ADADAPTED INSIGHTS:2In todays shopping landscape,where CPG consumers navigate various channels,retailers,and an extensive array of SKUs,establishing a connection with shoppers during their pre-shop planning phase is
2、critical for brands.Engaging with consumers during this crucial period equips CPG advertisers with valuable insights to shape strategies that influence consumer behavior and secure purchase decisions even before shoppers enter the store.AdAdapted transforms shoppers pre-buying intent signals into sh
3、oppable media solutions,reaching the right consumers at the right time to get CPG brands into shopping lists and carts.In The CPG Pre-Shop Planning Report,we explore findings from our survey of 2,600+US consumers and data from the 190 million CPG products added to AdAdapteds network of digital groce
4、ry list apps to provide insight into the pre-purchase preparation shopping planning habits of individuals.With this knowledge,brands gain a competitive edge in developing highly effective strategies to captivate grocery shoppers during this pivotal planning phase.INTRODUCTION2EXPLORE FINDINGS FROM O
5、UR SURVEY OF 2,600+US CONSUMERS AND DATA FROM THE 190 MILLION CPG PRODUCTS ADDED TO ADADAPTEDS NETWORK OF DIGITAL GROCERY LIST APPS3FOUR KEY TAKEAWAYSEVERY GREAT PLAN STARTS WITH A LISTBEYOND COUPONS:SHOPPERS HAVE MANY POWERFUL PRE-SHOP INFLUENCESPRE-SHOP GROCERY PLANNING=IN-STOREAND ONLINE SALESFOU
6、R STRATEGIES TO WIN THE PRE-SHOP GROCERY CONSUMER The foundation of pre-shop grocery planning lies in both the traditional“pen-and-paper”list and the growing popularity of digital grocery lists,with a significant 82.1%of consumers stating that they frequently or consistently use either of these meth
7、ods.While coupons and discounts may be king,recipes,special occasions,and health/diet planning heavily influence pre-shop grocery planning decisions and represent targetable,brand-building marketing opportunities.Marketing to the pre-shop grocery consumer isnt just about driving awareness;it represe
8、nts the best opportunity for a brand to end up in consumers physical and digital baskets.From behavior-based contextual targeting to converting awareness impressions into consideration and ultimately purchase,data-driven strategies surgically and measurably target and convert the pre-shop grocery co
9、nsumer.010203044Whether planning a trip,a wedding,or a birthday party,every great plan starts with a list.With the average grocery store containing 40,000 to 50,000 items,it shouldnt be surprising that 98.3%of people surveyed use a shopping list for their grocery planning,and 82.1%“often”or“always”u
10、se one.HOW OFTEN DO YOUUSE A PEN-AND-PAPERGROCERY LIST?PEN-AND-PAPER+DIGITAL GROCERY LIST98.3%82.1%80.1%HOW OFTEN DO YOU USE A DIGITAL GROCERY LIST?Use Either Pen-and-Paper or Digital Grocery Shopping ListUse Both Pen-and-Paper and Digital Grocery Shopping List24.9%29.4%OFTENRARELYNEVERALWAYSSOMETIM
11、ES24.0%13.1%8.6%10.9%15.4%24.1%28.8%20.8%Use Either Pen-and-Paper or Digital Grocery Shopping List Often/Always01EVERY GREAT PLAN STARTS WITH A LISTWhile the original shopping list dates back to 2,000 years B.C.,today,consumers have two types of grocery shopping list options pen-and-paper and digita
12、l,and both are equally popular.In fact,80.1%of consumers use both pen-and-paper and digital grocery shopping lists.54.3%of survey respondents use pen-and-paper while 49.6%note using a digital grocery list“often”or“always.”98.3%OF CONSUMERS USE A SHOPPING LIST FOR THEIR GROCERY PLANNING5Age groups do
13、 not solely determine the preference for pen-and-paper versus digital grocery lists.Surprisingly,most individuals across all age demographics utilize both types of lists.In terms of frequent or consistent usage(“often/always”),there is a significant preference for both formats among all age groups.H
14、owever,younger demographics such as Gen Z and millennials tend to lean towards digital lists.In comparison,older demographics like Gen X and baby boomers are more inclined towards pen-and-paper lists.Much of the growth in the use of digital grocery lists has occurred over the last decade,with adopti
15、onaccelerating over the previous five to six years.DEMOGRAPHIC INSIGHTTHE GROWTH OF DIGITAL GROCERY SHOPPING LIST ADOPTIONL IST U SAG E:PE N-AN D-PAPERHow often do you use a pen-and-paper grocery list?G R OWT H O F D I G I TA L G R O C E RY L I ST U S E R SHow many years ago did you start using a di
16、gital grocery list?L I ST USAG E:D I G I TAL How often do you use a digital grocery list?20.0%28.9%23.0%17.3%20.4%28.2%24.8%16.5%26.4%30.8%25.4%10.2%33.3%28.7%21.1%9.5%28.4%35.1%18.9%10.0%22.5%33.6%24.5%13.0%20.0%27.6%26.6%15.4%14.3%18.4%23.6%23.6%79.9%92.6%89.6%92.8%93.6%89.9%92.4%89.2%Gen-Z9+Years
17、 Ago7-8 Years Ago5-6 Years Ago3-4 Years Ago1-2 Years AgoGen-ZMillennialMillennialGen-XGen-XBaby BoomersBaby BoomersOFTEN/ALWAYS USEANY LEVEL USE34.3%22.2%3.8%5.7%8.4%13.3%39.9%64.2%49.6%89.1%OFTENRARELYALWAYSSOMETIMES6Consumers have a range of digital options available for managing their grocery lis
18、ts.Basic note-keeping apps are the most popular form(58.8%of consumers),followed by grocery shopping list apps(41.8%)and retail eCommerce apps(40.4%),which offer richer functionality for identifying and selecting specific grocery store items.While voice activated assistants are the newest digital to
19、ol for grocery shoppers,it is currently a distant fourth in adoption(11.6%).While mostconsumers use one of these digital grocery list options,36.5%use two or more.MORE THAN ONE TYPE OF DIGITAL GROCERY LISTD I G I TA L G R O C E RY L I STS|A D O PT I O N BY TYPE*What types of digital grocery lists do
20、 you use?D I G I TA L G R O C E RY L I STS|N U M B E R O F TYPE S U S E D*How many different types of digital grocery lists do you use?58.8%63.5%41.8%23.7%40.4%9.5%11.6%3.3%Note Keeping App(e.g.Evernote)One Type*Based on consumers who say they“often”or“always”use a digital grocery listGrocery List A
21、pp(Retailer Agnostic)Two TypesRetail eComm App(Walmart,Kroger,etc.)Three TypesVoice Activated Asst(Alexa,Siri,etc.)Four Types7Unsurprisingly,the largest percentage of survey respondents cite“discounts and coupons”as aninfluencing factor as to what items are included on their grocery list.While disco
22、unts and coupons effectively motivate purchase,they erode margin and are not the most desirable brand-building marketing activity.Fortunately,brands can tap into severalother opportunities that strongly influence consumers pre-shop planning.NON-MARKETING ACTIVITIES PRESENT BRAND-BUILDINGOPPORTUNITIE
23、SMarketing InfluencesTargetable BehaviorsAdvocacy84.2%DISCOUNTS/COUPONSRECIPESFAMILY/FRIEND RECSADVERTISINGSPECIAL OCCASIONSSAMPLINGHEALTH/DIET PLANREVIEWS63.5%35.8%36.8%55.9%63.5%21.3%50.3%15.7%H OW CO N S U M E R S A R E I N F LU E N C E DDuring your pre-shop planning,which of the following influe
24、nces the items you include on your grocery list?BEYOND COUPONS:PRIMARY INFLUENCES ON PRE-SHOP DECISION MAKING02Over half of the respondents cite“recipes,”“special occasions”(holiday dinners,birthdays,etc.),and“health/diet plans”as influential factors that shape the items they add to their grocery li
25、sts.These insights allow brands to contextually target advertising and other marketing efforts,focusing on specific products,ingredients,or occasions that resonate with consumers during their pre-shop planning.In contrast,advocacy from friends and family or through third-party product reviews have t
26、he lowest influence on pre-shop planning.8The influence of recipes,special occasions,and health/diet plans on consumers pre-shop planning is significant across all key demographics.When it comes to age,each generation is influenced by each of these targetable behaviors.Recipes have the greatest infl
27、uence on baby boomers(73.4%)and Generation X(66.6%),and special occasions have the most significanteffect on Generation X(62.0%)and millennials(57.9%).Health/diet plans have the most significant impact on Generation X(58.2%)and baby boomers(55.7%).TARGETABLE BEHAVIORS BY DEMOGRAPHICRecipesSpecial Oc
28、casionsHealth/Diet PlanDuring your pre-shop planning,which of the following influences the items you include on your grocery list?Gen-ZGen-ZGen-ZMillennialsMillennialsMillennialsGen-XGen-XGen-XBaby BoomersBaby BoomersBaby Boomers63.8%51.9%49.4%59.3%57.9%53.6%66.6%62.0%58.2%73.4%54.4%55.7%TA R G E TA
29、 B L E PR E-S H O P B E H AVI O R S|BY G E N E R AT I O N9TA R G E TA B L E PR E-S H O P B E H AVI O R S|BY H O U S E H O L DDuring your pre-shop planning,which of the following influences the items you include on your grocery list?Males vs.FemalesParents vs.Non-ParentsRecipesRecipesSpecial Occasion
30、Special OccasionHealth/Diet PlanHealth/Diet PlanMALEPARENTSFEMALENON-PARENTS57.7%62.0%53.8%60.2%50.7%51.7%68.7%64.7%57.8%52.8%49.9%49.3%THE INFLUENCE OF RECIPES,SPECIAL OCCASIONS,AND HEALTH/DIET PLANS ON CONSUMERS PRE-SHOP PLANNING IS SIGNIFICANT ACROSS ALL KEY DEMOGRAPHICS.Traditional gender stereo
31、types do not align with the findings.Although a higher percentage of females(68.7%)compared to males(57.7%)state that recipes influence their shopping lists,the influence is strong for both genders.Regarding health and diet,the pre-shop sway is nearly equal,with males(50.7%)slightly ahead of females
32、(49.9%).Moreover,parents with children under 18 living at home index higher on the influence of special occasions(60.0%to 52.8%),while there was more similarities than differences with respect to the pre-shop influence of recipes and health/diet plan.10Marketing to the grocery consumer in pre-shop m
33、ode isnt just about driving awareness;it representsthe best opportunity for a brand to end up in a consumers physical and digital basket.Simply put if you win at pre-shop,you win at the physical and digital shelf;if you dont capture shopper intent during pre-shop planning,the opportunity to sell you
34、r product is much smaller.If a brand successfully gets its item on a consumers grocery list,the chances of it getting purchased are incredibly high.On average,survey respondents indicate they buy 87.5%of the items on their grocery list,with 57.5%saying they purchase 90-100%of the items on their list
35、 and 23.5%noting they buy 80-89%listed items.GROCERY SHOPPING LISTS ARE PREMIER CPG REAL 57.5%23.5%13.2%3.6%2.2%ST I C K I N G TO T H E L I ST What percentage of the items on your grocery list do you buy?60%60-69%70-79%80-89%90-100%PRE-SHOP PLANNING=IN-STORE AND ONLINE SALES0387.5%OF THE ITEMS ON CO
36、NSUMERSGROCERY LISTS ARE PURCHASED11The high conversion rate from grocery list to actual purchase remains consistent across all age groups and genders,albeit with a slightly higher rate among females compared to males.Interestingly,the percentage of items purchased from the grocery list increases as
37、 age advances,with an impressive 84.3%of baby boomers buying over 80%of the listed items and 69.8%of that generation successfully purchasing 100%of the grocery list items.DEMOGRAPHIC INSIGHT55.3%59.5%51.1%52.3%58.2%69.8%23.2%23.7%25.9%28.2%23.0%14.5%MalesFemalesGen-ZMillennialsGen-XBaby BoomersST I
38、C K I N G TO T H E L I ST|BY G E N E R AT I O NWhat percentage of items on your grocery list do you buy?*90-100%80-89%78.5%77.0%81.2%83.2%80.5%84.3%THE HIGH CONVERSION RATE FROM GROCERY LIST TO ACTUAL PURCHASE REMAINS CONSISTENT ACROSS ALL AGE GROUPS*Consumers who purchase 80%+of items on grocery li
39、st12Most grocery shoppers plan out most of their purchases.Consequently,if consumers dont include an item in their plan,the likelihood of them buying it drops significantly.When comparing planned purchases in physical grocery stores to online grocery stores,a similar proportion of consumers report t
40、hat 75-100%of their grocery store purchases are planned.Specifically,76.9%of physical grocery store purchases and 72.1%of online grocery store purchases fall into this category.However,there is a notable difference when examining consumers who report that 100%of their grocery store purchases are pla
41、nned.Among physical grocery shoppers,15.3%indicate that all their purchases are planned,while a considerably higher percentage of online grocery shoppers(32.1%)state the same.The survey indicates that it becomes challenging to encourage a third of online grocery shoppers to deviate from their planne
42、d purchases.PLANNED PURCHASES DOMINATE THE MAJORITY OF GROCERY SHOPPINGI N-STO R E VS O N L I N E PR E-S H O P PL A N N I N GWhen buying groceries,what percentage of the items you purchase are planned?(i.e.not“unplanned,impulse purchases”)Physical Grocery StoreOnline Grocery Store61.6%39.9%32.1%15.3
43、%32.2%75%-99%of items 75%-99%of items 50%-74%of items 50%-74%of items 50%of items 50%of items 100%of items 100%of items 18.0%14.1%5.1%13.9%76.9%72.1%IF CONSUMERS DONT INCLUDE AN ITEM IN THEIR PLAN,THE LIKELIHOOD OF THEM BUYING IT DROPS SIGNIFICANTLY13Looking at the demographics,the proportion of pla
44、nned purchases made at brick-and-mortar grocery stores remains relatively consistent regardless of age or gender.Although the findings for online grocery shopping show a similar pattern across different demographic groups,there is a slight variation when it comes to age.Specifically,millennials and
45、Gen X have the highest rate of 75%or more planned purchases.On the other hand,baby boomers report the highest proportion of individuals who plan 100%of their purchases.DEMOGRAPHIC INSIGHT16.5%34.0%21.1%28.1%14.1%30.4%12.4%28.1%17.0%35.1%13.2%37.2%62.1%39.8%54.6%40.5%61.1%39.9%63.4%46.4%60.7%39.0%65.
46、5%30.8%MalesMalesFemalesFemalesGen-ZGen-ZMillennialsMillennialsGen-XGen-XBaby BoomersBaby Boomers100%75-99%100%75-99%78.6%73.8%75.7%68.6%75.2%70.3%75.8%74.4%77.7%74.1%78.7%68.0%Physical Grocery StoreOnline Grocery StoreI N-STO R E VS O N L I N E PR E-S H O P PL A N N I N G|BY G E N E R AT I O NWhen
47、buying groceries,what percentage of the items you purchase are planned?(i.e.not“unplanned,impulse purchases”)*Consumers who purchase 80%+of items on grocery list14Harnessing data-driven strategies,advertisers can precisely target and convert pre-shop grocery consumers,bridging the gap from behavior-
48、based contextual targeting to transforming awareness impressions into While retail media networks(RMNs)are powerful solutions because of their ability to leverage customer purchase data to fuel effective programmatic advertising,they are,by definition,a single retailer solution.The“one retailer opti
49、on”is problematic when targeting the pre-shop planning consumer because CPG shoppers visit 5.2 unique store brands across 3.6 channels per month.*For this reason,marketers must complement RMNs with multi-retailer marketing strategies to provide consumers with purchase options that align with how the
50、y shop.PRE-SHOP PLANNING =MULTI-RETAILERProviding consumers retailer choices makes it easier to influence omnishoppersM U LT I-R E TA I L E R S H O PPA B L E A D S01FOUR STRATEGIES TO WIN THE PRE-SHOP CONSUMER04INFLUENCE SHOPPERS IN THE PLANNING PHASEconsideration and,ultimately,purchase.These data-
51、driven tactics enable advertisers to reach and engage with the pre-shop grocery audience,strategically influencing their behavior and driving conversion.*FMI U.S.Grocery Shopper Trends,202315Brand advertisers can harness the power of pre-shop activities like recipe exploration,diet planning,and meal
52、 preparation to impactfully target consumers with relevant advertisements.For instance,when a consumer searches for gluten-free pasta recipes,this presents an ideal opportunity for marketers to deliver contextually tailored ads promoting their gluten-free pasta brand.This contextual targeting goes b
53、eyond promoting specific ingredient products mentioned in the recipes.Any gluten-free brand can seize the chance to target its products toward consumers who exhibit a strong interest in finding gluten-free food solutions.Moreover,advertisers can leverage contextual targeting based on meal occasions.
54、For example,a beer brand can specifically target consumers seeking BBQ recipes,aligning their advertising with relevant meal moments.CONTEXTUALLY TARGET PRE-SHOP ACTIVITIES02CO N T EXTUA L LY TA R G E T E D A D STarget by ingredient or diet planTarget by meal occasionABC Beer,6 packPick up an ice co
55、ld one today!ABC Gluten-Free PenneTry our delicious gluten-free penne.ABC BEERAdAdABC PASTA16The growth in digital grocery shopping lists as a pre-shop planning tool creates new opportunities for CPG brands to deliver highly-targeted advertising.Consumers place both branded(e.g.,“Corona”)and in the
56、majority of cases,unbranded items on their grocery lists,which provides brands with valuable first-party,one-to-one insight to conquest competitors and capture undecided shoppers.Compared to historical purchase data,grocery list items provide uniquely differentiated insight to target consumers.Purch
57、ase data leverages historical shopping habits to predict future behavior.However,behavior can change for various reasons;sickness,a new diet plan,participation in Dry January,etc.When shoppers put an item on a grocery list,its indicative of near-term future purchase and that is precisely the moment
58、when brands need to reach them.TARGET BRANDED AND UNBRANDED GROCERY LIST PRODUCTS03B R A N D E D VS U N B R A N D E D G R O C E RY L I ST I T E M S Variations based on CPG categoryBEERUNBRANDED BEER208.9MILLER8.7COORS8.5CORONA8.0BUD LIGHT6.2GUINNESS5.8LAUNDRY SUPPLIESUNBRANDED LAUNDRY DETERGENT/SUPP
59、LIES170.0TIDE99.7DOWNY40.1BOUNCE20.4SHOUT19.9GAIN12.1FROZEN PIZZAUNBRANDED PIZZA/FROZEN PIZZA45.3RED BARON1.5TOTINOS1.1DIGIORNO1.0JACKS0.7TOMBSTONE0.4Digital grocery list products added per 1,000 users 17While awareness campaigns hold significant value,the opportunity for converting ad impressions t
60、o an immediate purchase(“buy now”)is not as likely for CPG brands compared to advertisers in sectors like electronics or clothing.Additionally,ad recall during grocery shopping is often challenging due to the overwhelming array of 40,000 to 50,000 product choices in an average store.TURN IMPRESSIONS
61、 INTO ACTION04A D D-TO-L I ST S H O PPA B L E M E D I AA single-click advertising solution conveniently saves favored items to consumers grocery list apps for their next purchaseThe increasing adoption of digital grocery shopping presents a promising“Save Now,Buy Later”solution for CPG advertisers.B
62、y simply clicking on an Add-to-List shoppable ad,consumers can effortlessly add a product to their digital grocery shopping app,ensuring that they will view it again during their next grocery shopping trip.This approach can be likened to a 100%retargeted impression,guaranteeing interested consumers
63、will view the product on their subsequent visit to a physical or online grocery store.18AdAdapted is an advertising technology solution that increases purchase intent and product trial of shoppers by reaching the right consumers at the right time to get brands onto shopping lists and into carts.The
64、company offers several solutions to drive in-store and online sales leveraging digital shopping lists,display,eCommerce,video,keyword and other touch points for CPG brands,agencies and retailers.Media can be run through managed service,self-service,and SaaS platforms.With more than 110 million U.S.s
65、hoppers using mobile devices for their grocery lists,AdAdapted ABOUT ADADAPTEDADADAPTED HELPS BRANDS CONNECT AND CONVERT WITH AN AD SOLUTION THAT WORKShas built a distinct audience and ad offering that uses first-party shopping behavior and product preference-based targeting,providing the easiest,most efficient way to reach active verified shoppers exactly when they decide what to buy.19THE CPG PRE-SHOP PLANNING REPORT|2023