The Lean: Grocery Brief
Throughout the many twists and turns of the pandemic, grocery store sales have either grown or remained stable. According to GroundTruth data, U.S. grocery shoppers spend an average of 20 minutes in stores and are willing to travel even further to grocery store locations than they did in 2019. This is great news for an industry that is still seeing effects from supply chain shortages and COVID-19 roadblocks.
What’s more, sales from in-person grocery shopping are projected to make up over 90% of the $1.269 trillion in U.S. grocery sales this year, further demonstrating how important this target market is. This steady rate of offline visitation and in-store sales reinforces the need for ad campaigns focused on attracting new customers and targeting stronger customer loyalty.
In this issue of the Lean, Grocery Volume 1, we examine which grocery brands have successfully sustained a high level of brand loyalty. We also take a look at key trends within the grocery vertical that drive sales. Ultimately, you will find out which audiences are generating the most foot traffic and how marketers can use intent data in 2022 to reach and engage them.
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About the Lean:
Between professional careers and personal lives, we understand that there is very little time left to read drawn out white papers. This is why we created The Lean — meaningful marketing insights that help brands make strategic decisions about their marketing campaigns. Specifically designed for easy consumption and quick reference, each issue of The Lean applies offline behavioral data filters and other industry sources to current consumer trends to help understand the impact they are having on business outcomes such as visits and sales. GroundTruth data is sourced from the 30 billion annual global visits observed on its platform. All data is anonymized and aggregated.
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