In the competitive landscape of food retail, the importance of data cannot be underestimated. Recently, the TWIG Podcast hosted Laura Howell, Chief Data Officer at C.A. Fortune, to discuss optimizing data in the grocery sector. Howell provided vital insights into navigating the complexities of analytical data, emphasizing the need for understanding objectives and crafting compelling narratives around data.
One key innovation highlighted was Howell’s team’s pioneering approach to category review management, which incorporates automation and enhanced tracking mechanisms. This unique strategy is poised to significantly benefit current clients and attract potential partners, setting a precedent in the consumer packaged goods (CPG) industry.
Listeners also learned about evolving shopper behaviors influenced by economic factors like inflation. Howell noted a shift in consumer sensitivity to product sizes, driven by increased media focus on shrinkflation. “Shoppers are adjusting their expectations as they find that their dollars purchase less than before,” she explained.
Sustainability trends are becoming critical, with data from C.A. Fortune revealing that sustainably marketed products are growing at double the pace of conventional items. Consumers increasingly prioritize ethically sourced goods, willing to pay a premium for products that align with their values, particularly regarding animal welfare.
Health and wellness trends are also a focal point. Consumers are more informed about their dietary choices, leading to significant growth in the functional food market, which is expected to see double-digit growth in the near term. Families are increasingly viewing food as fuel, making informed choices about their nutrition.
The podcast also honored Howell as a 2024 TWIG Honoree for her community work, highlighting her commitment beyond the business. The TWIG Podcast continues to serve as a platform for empowering women in the grocery industry, inviting discussions that drive meaningful change. If you’re interested in the future of grocery retail, this episode is a must-listen.
