2023 CPG customer journey, food & beverage insights.
This year consumers of Consumer Packaged Goods will have more avenues to discover and buy daily necessities, ranging from search platforms and influencers to TikTok, Instagram, Amazon, and even small-scale family-owned stores. Similarly, marketers are presented with an unprecedented number of possible touchpoints to utilize in steering these purchasesBrilliant report by the folks at Tinuiti based on a survey with more than 3,000 US adults.
??Food and Beverage Searches are Most Likely to Start on Walmart
??Out of the 80% of consumers who browse for prepackaged food and drink items online, Walmart is the top preferred starting point, with Amazon trailing considerably behind as the second choice. Although Amazon is a heavy hitter in numerous categories, its portion of the online grocery market differs from its stature in other product segments.
??Kroger, the most expansive grocery-specific chain nationally in the US, ranked third in terms of the website or app where people would typically initiate their food and drink product search, with Target coming in a close fourth. Less than 4% of participants chose to start their searches for food and drink items via conventional search engines such as Google or Bing, displaying a clear preference for directly visiting sites that sell these products instead of seeking out relevant results through a search engine.
??Facebook Still Dominates Social Product Discovery, but TikTok is Making Inroads
??Social media plays a massive role in surfacing food and beverage products. When surveying various media channels, television emerged as the leading platform where respondents had noticed a food or beverage item they subsequently bought within the past year, capturing 36% of the responses. Social media channels took the second spot, being the source where 30% of participants initially came across a food or drink product they later purchased.
??Physical Grocery Stores Still Dominate Food and Beverage Purchases
??Regarding where consumers buy food and drink products, three-quarters of the participants reported shopping at grocery stores in the past month, while 57% patronized large retail stores such as Walmart and Target. The third most frequented platform for making purchases was online through major retailers like Amazon or Walmart, as 32% of respondents indicated.
??Among the online outlets, Walmart emerged as the predominant website/app where consumers are most likely to buy food and drink items. With a 37% response rate, it outperformed the second-placed competitor, Amazon, by more than double and was over five times ahead of the biggest grocery store, Kroger. It's worth noting that 20% of respondents do not purchase food or beverage items online.
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