Chris Hammer

In CPG, researchers often use scanner and panel data, with existing share estimates that make even minor share shifts significant. I just wrote a list of issues in understanding choices in CPG and the unique challenges compared to other categories, including… 1. Measuring Volume In CPG, understanding both the choice of product and the quantity purchased is crucial. However, standard methods for including quantity in choice models often fall short. 2. Multiple Sizes and Pack Counts CPG products come in a variety of sizes and counts, driven by marketing strategies. This variety affects patterns of competition and cannibalization, as well as price sensitivity measurement. 3. Multiple Categories CPG products are usually bought alongside others, unlike one-off purchases like cars. This raises the question of whether choices in one category are related to choices in another. 4. Choice of Where to Buy The decision of what to buy can depend on where it is purchased—whether it’s an outlet, an aisle, or online. CPG products are often available both in-store and online, adding another layer of complexity to modeling choices. A simpler approach works well for one-time, single-unit, same size purchases, but CPG products are purchased repeatedly, in different sizes and counts, and for different occasions. Therefore, CPG choice modeling involves not only the selection of a brand but also the choice of package size, count, price, and affordability, which are interdependent and affect consumer decisions For the full list of key issues in CPG research, check out the guide linked in the comments. #cpg #choicemodeling

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Best credit card for groceries? In a recent YouTuber ranking of the best credit cards for groceries (see comments) the AAA Daily Advantage Visa Signature Card from Bread Financial with 5% cash back on groceries and no annual fee came in at #2. It was pipped to the post by Amex Blue Cash Preferred, which offers 6% back on groceries, but that card has a $95 annual fee. Marketing for the AAA card has jumped ⬆ recently, particularly on Paid Facebook and Instagram. 🎯 AAA members (although you don't have to be a member to apply) -5% cash back at grocery stores -3% back on gas, EV charging, wholesale clubs, streaming, pharmacy, AAA purchases -1% back on other purchases -$100 statement credit when you spend $1K in 90 days -No annual fee -No foreign transaction fees 💡Escalation in grocery costs. Inflation is coming down but consumers are still feeling the pain. The average annual cost of groceries per household has increased by 27% over the past six years. This rise in costs has been particularly burdensome for low-income families, who spend nearly a third of their income on food, compared to just 8% for wealthier consumers. 💡💡Time to shine. Consumers are looking for ways to alleviate the pressure from escalating grocery costs with many changing their behavior to find lower prices. It's time for credit cards with a market-leading position on groceries to shine by stepping up and getting their message out. AAA is ramping up its grocery-focused marketing at a time when it can really help its members. #marketing #advertising #socialmediamarketing #directmarketing #grocery #inflation

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Fascinating insights in this new blog from Circana! Some highlights: 💡People are shopping and eating differently — for reasons that don’t uniformly apply. You need to show up for different consumers in different ways. 💡Affordability and convenience matter more than ever. Price and promotions may drive traffic, but relevance wins loyalty. 💡The fight for future market share starts now. Staying relevant 365 days a year means taking a full 360-degree view of consumers, demographically and beyond.

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Sponsorships can work great, but they're not a slam dunk. The key to success is proper measurement - check out our latest ROI Genome report which includes best practices and guidance for more successful sponsorships!

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New research from EMARKETER shows that while digital ad spending in the CPG sector will slow down a bit in the next couple of years, it will still grow faster than other industries. Here are some of the insights that I found most interesting and how I think CPG brands can better allocate their marketing & media budgets to win in 2025.     • This year, CPG brands are set to spend nearly $50 billion on digital ads, making up 16.5% of the total digital ad market. • This is a 16.6% increase from last year, making it the third fastest-growing industry in digital ad spend.  • However, the growth pace will slow to 6.1% in 2025 and 5.8% in 2026. CPG advertisers prefer display ads and mobile platforms, with 57.9% of budgets going to display and 69.3% to mobile.  • Toiletries and cosmetics still dominate, but beverages are growing fast. • Nonalcoholic drinks are expected to see a 27.4% increase in digital ad spending this year, with alcoholic drinks close behind at 22.1%.   These shifts highlight the challenges that CPG faces.   Slower population growth, grocery consolidation, and changing consumer habits have ended decades of steady growth. The pandemic and inflation have added pressure, making the industry spend more to get less.   To stay ahead, CPG companies need to change faster, especially in advertising. Digital now accounts for 75% of all ad spend, but CPG advertising is only 50% digital.   How can in4mation insights help drive better decision-making?   Your marketing efforts don't exist in isolation. Each one needs specific expertise to adjust and improve strategy.   Consider your media and marketing mix. Many things affect Return on Advertising Spend (ROAS), like the effectiveness of different media channels, geographical factors, seasonal trends, and the complex metrics of retail media networks.   Strong analytical methods, like Marketing Mix Modeling (MMM), are key to evaluating and improving your media and marketing tactics. Advanced MMM firms with effective tools can help you get accurate and detailed results quickly.   If you’re tackling issues related to media spending, let’s talk.    Read the full article, “CPG Ad Spending To Moderate In 2025” in MediaPost:

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Ever wonder why some brands can charge a premium while others get commoditized? Our new Blueprint for Brand Growth report sheds light on just that. Our analysis of 6.5 billion attitudinal and shopper data points found that brands that reach “meaningfully different” status, addressing a spectrum of practical and emotional needs in unique ways that competitors don't, have much greater pricing power, higher brand equity and much faster growth. Learn more about how brands can extend their identity and become more differentiated in this @MediaPost article: https://lnkd.in/gHRSmHgw

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Nostalgia is just one way shoppers are growing the joy economy. As consumer behaviors shift, it’s critical to provide products and services that reflect the emotional needs of today’s shoppers. Learn more in Circana's report, The Great Escape: Exploring the Rise of the Joy Economy.

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Mornings differ across generations, and each routine shapes a different consumption need. Circana’s Future of™ Morning can help you identify which age groups will drive in-home and away-from-home food and beverage consumption in the years to come. Learn more here: https://bit.ly/4eKJ1vs

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If your customer journey map is missing critical insights, it might be time to rethink your approach. A truly effective customer journey map integrates key research elements, including in-store surveys, qualitative research, and online shopping behaviors. These components provide a comprehensive view, capturing everything from the initial store visit to post-purchase behavior at home. By leveraging end-to-end quantitative data, you can track, predict, and improve each stage of the customer journey, ensuring that no detail is overlooked. If you're ready to elevate your customer journey mapping, explore our expertise at Gold Research Inc. Learn more: https://lnkd.in/dwQ4UmUQ #shopperinsights #insights #consumerinsights #consumerresearch #customerinsights #customerjourney #consumerjourney #pathtopurchase #customerjourneymapping #journeymap #CX #P2P #marketresearch #b2bresearch #b2cresearch #personas #cxinsights #cx #customerexperience

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Through this initiative from Amperity, brands can seamlessly share live data sets between a #CDP and a lakehouse without maintaining ETLs or copying data. Barry Padgett, CEO of Amperity, said, “In today’s data-driven landscape, brands are struggling to unlock the true potential of their customer data due to the siloed nature of traditional data management tools. Amperity’s Lakehouse CDP rides the wave of open data sharing, enabling brands to build cross-platform data workflows.” https://lnkd.in/dQmVV7eW

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As consumers continue to tighten their spending belts, the CPG industry is witnessing a shift towards seeking more deals. Leading CPGs had aimed to boost brand building in Q1, but the focus will now likely shift to trade spending with retailers for new promotions. Understanding competitors' MAP policies, pricing tactics, and margins is crucial in the current consumer-centric market landscape. Stay informed and competitive. #CPG #CompetitiveIntelligence https://lnkd.in/geJfhSCq

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When your strategy is on the ropes, you can't afford to wait for clear data. Land a knockout punch with Similarweb. https://lnkd.in/eg63PP3W #realtimeanalytics #digitalintelligence

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🌟 What’s the difference between Consumer Segmentation and Shopper segmentation? 📢 Find out Thursday for C+R Research's Emerge Smarter Webinar, showcasing our new proprietary Shopper Segmentation tool. It's your opportunity to boost your brand’s sales by understanding shoppers’ thoughts, needs, and behaviors in the food, beverage, and household categories. 🎯 You'll also learn: 🧐 Profiles of shopper segments: dive into their mindset, preferences, & driving factors 🔧 Utilization of our advanced typing tool for precise targeting & enhanced customer insights. 🗓️ Don't miss out - Thursday, April 25, at 12 PM CT!    ➡️ Register now & emerge smarter! https://lnkd.in/gmx28Jvg   #MRX #CRResearch #ShopperJourney #ShopperSegmentation #MarketResearch #ConsumerInsights #Retail #Webinar #PathToPurchase #ElevateYourBrand

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In 2024, inflation shapes shopping habits as consumers hunt for deals and discover new products in stores. CPG brands must adapt by showing value, engaging customers with personalized promos, and leveraging tech to stay relevant: https://bit.ly/44GHFhi #ShopperMarketing #CPG

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Discover the unstoppable demand for variety in alcohol beverages! 🍹🍸 Gen Z demand is driving changes in flavor, format, and packaging innovation. Learn about the growth opportunities in this robust market in the latest Circana report.

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Morning beverages are engrained into our daily routines, and U.S. consumers always find the time to have them. Discover how beverages will impact the morning occasion over the next three years with Circana’s Future of™ Morning: https://bit.ly/4eKJ1vs

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It’s critical to understand customers’ needs and what causes shifts in their preferences. Circana explores how loyalty data helps businesses know their customers better, personalize their marketing efforts, and make informed decisions. Get the e-book here: https://hubs.ly/Q02NRXVx0

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The latest Circana retail data is here! Consumers pulled back on discretionary purchases ahead of anticipated deals, shifting the timing of spending, but not boosting overall retail revenue at the kickoff of the holiday shopping season. See how September retail sales performance shook out and the holiday indicators that are taking shape.

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