Study: Fresh categories driving growth in FMCG brick-and-mortar landscape
E-commerce is still maturing within food and beverage, but fresh perishables are an opportunity in stores today.
The latest Total Consumer Report from Nielsen, Chicago, shows that fresh categories within the United States are driving nearly 49% of all dollar growth across the fast-moving consumer goods (FMCG) brick-and-mortar landscape. In fact, within the last year, fresh and perishable foods generated more than $177 billion in sales.
“I learned the importance of fresh firsthand while working in retail. Fresh plays a crucial role in driving consumer traffic and loyalty,” says John Tavolieri, president of U.S. FMCG and retail and chief technology and operations officer. “To win shoppers over, fresh has to be integral to a broader, more connected total store approach that goes beyond category management. With a total food view, marketers can capitalize on adjacencies, reveal unseen competition and make cross-category connections to uncover business blind spots, enabling the ability to better meet the demands of today’s highly selective and savvy consumers who are looking to lead healthier lives.”