CPG Shopping Trends

Winning a net new customer is one of the most challenging tasks in business, and losing one is perhaps the most painful.

As reflected in the chart below, while the grocery channel maintained household penetration last year, and drug stores enjoyed a small increase, value channels experienced penetration losses. Fewer households shopped in value channels last year, and while the change is not drastic, it could signal the start of an important new trend.

While both the supercenter and mass channels were successful in holding onto penetration among their heaviest shoppers, drug stores did secure sizable penetration gains within these heavy shopper segments, illustrating drug stores’ growing appeal across consumer groups.