This free summary is also accessible via the GMA Web site  at http://www.gmabrands.com/publications/gmairi.cfm

INTRODUCTION

Over the past decade, the CPG industry has evolved from mass marketing to targeted marketing. We see grocery formats specifically targeting upper-income or budget-conscious or niche segments.

CPG products have reached a new level of specialization, with foods and beverages tailored to specific health ailments, for instance.
While these strategies have met with success for many CPG marketers, there is a growing realization that current segmentation schemes and targeted marketing practices will not be enough to drive sustained growth and competitive advantage in the long term.

Marketers are recognizing the need to take consumer understanding one step further -- not only looking at consumer segments and micro-markets but further dividing their shopping behavior into “trip missions.”

IRI’s extensive research into trip missions has revealed that trip missions have a dramatic impact on where consumers shop and what they buy. Insights from this research empower CPG manufacturers and retailers to create the assortment, placement and promotion plans that drive growth through increased share of specific trip missions and/or basket growth within a trip type.


KEY FINDINGS

Consumer “trip missions” heavily influence shopping behavior. Consumers’ trip missions -- the primary objectives behind their shopping trips -- heavily influence where they shop, the path they take through the store, price and promotional sensitivity and what they buy; CPG marketers are increasingly employing trip mission-based growth strategies.

Shopping trips fall into four primary mission types. While more than thirty shopping trip types were identified, these types represent four primary consumer trip missions, as outlined below. CPG manufacturers and retailers have an opportunity to drive growth through store layout, merchandising and marketing strategies that align with both core trip types for their brands/stores as well as under-developed trip types offering high potential.