The biggest grocery news of 2017 broke on June 16, 2017, when e-commerce juggernaut Amazon agreed to purchase natural-leaning grocer Whole Foods for $13.7 billion. Since taking control in late August 2017, Amazon’s impact has been felt in a variety of ways — from the addition of lockers for in-store pickup of online purchases, to the juxtaposition of Amazon’s own tech products on sale next to the milk, eggs and produce.
At inMarket, we’ve spent the past 8+ years helping brands connect with consumers inside stores like Whole Foods. To be effective in this space, you need a keen understanding of how shoppers act, evaluate and eventually make purchase decisions in the aisles — especially when change is afoot. We achieve this by pairing purchase-level data with the industry’s most accurate, first-party location targeting capabilities, in order to understand exactly how the path to purchase can be influenced.
In our latest inMarket inSights report, we’ve examined exactly what’s changed at Whole Foods since the big acquisition — from high level visitation habits, to what shoppers are actually buying. Download the report for the full analysis.
To learn more about our data, methodology or digital shopper marketing programs for CPG brands, contact us today.
The plant-based meat alternative is a growing category at grocery, with major chains like Kroger now carrying products like Beyond Meat right next to the traditional burgers and chops.
As vegetarianism becomes more common than ever before, and large grocery chains adapt to meet this need, we wondered: Which grocery stores are successfully attracting buyers of plant-based meat alternatives today?
Thanks to purchase-level data, paired with inMarket Location Data from 50 million consumers, our data scientists can paint that picture. First, we created an audience segment — “meat alternative buyers” — comprised of shoppers who have purchased leading plant-based brands like Beyond Meat, MorningStar, Quorn and Boca Burger thus far in 2018. Then, we put inMarket location data to work to understand where this segment shops for groceries, relative to the average American consumer.The result is our latest report — now available at www.inmarket.com/insights.
To learn about how you can reach audience segments like “meat alternative” buyers with branded engagements along the path to purchase, contact us today.