Data management in the grocery retail sector is a significant challenge, yet it presents immense opportunities for those prepared to tackle it. Recently, the TWIG Podcast featured Laura Howell, Chief Data Officer at C.A. Fortune, who shared insights on how to effectively utilize analytical data. According to Laura, understanding the primary objective of data collection is crucial, as is crafting narratives that make the data relatable and impactful.

Laura’s team is pioneering a new method for category review management, implementing automation practices and tracking systems that she believes will revolutionize the Consumer Packaged Goods (CPG) sector. “I’ve yet to see this type of approach in the CPG space,” she noted. This innovative mindset is expected to attract both existing clients and new partners.

Key trends shaping the grocery landscape include consumer behavior shifts driven by inflation and sustainability concerns. As prices stabilize, shoppers are increasingly sensitive to value, particularly regarding package sizes and shrinkflation. Furthermore, sustainably marketed products are outpacing conventionally marketed ones, with many consumers willing to pay a premium for ethical choices.

Health and wellness are also gaining traction, reflected in the rising demand for functional foods. Families are prioritizing nutrition, viewing food as fuel for their well-being. Laura emphasizes that these changes are not fleeting; they represent a fundamental shift in consumer attitudes.

Recognizing her contributions, Laura, who also engages in charity work, was announced as a 2024 TWIG Honoree. Her endeavors illustrate the intersection of business success and community impact, a theme central to the progressive evolution of grocery retail.