Moving from full-service to self-service in meat and deli departments, increasing value-added offerings in produce and deli, these are just a few examples of grocery retail’s evolution. Jonna Parker, team lead, Circana’s Fresh Foods Group, and Anne-Marie Roerink, president of 210 Analytics, advocate for learning about the most important shopper groups and meeting their changing needs. Highlights: Baby boomers, long the biggest spenders, are on the cusp of being overtaken by Gen X and millennials. While it’s still important to please boomers, long-term success depends on answering the call of younger shoppers. Younger consumers start their shopping journey online. The key to winning store traffic is securing the shopper before they enter the store. While older consumers value service, younger shoppers look for relevance and experience; think solutions, not stalls. Low-price and fresh offerings are no longer a reason to shop a store. Point of difference and only-available-here offerings will drive traffic.

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