How America Eats: Capturing Growth with Food on the Run

The battle for share of stomach has reached a fever pitch, and associated new growth opportunities for CPG marketers are not limited to the confines of the retail store. It is time to rethink the competitive landscape, viewing ALL eating and drinking occasions as an opportunity to serve consumers and, at the same time, drive revenue growth.

Serving today’s consumer will require providing solutions that cater to on-the-go and snacking eating behaviors. After all, one in five consumers eats on the run, grabbing something to eat or drink when the opportunity arises. These “opportunist” eaters, 66 million strong, hail from across demographic groups and put convenience before nutritional value—they eat what they want when they want to eat it.

CPG marketers that serve opportunist eaters well stand to reap disproportionate growth in the years to come. To gain insights on the way opportunist eaters shop for, purchase and consume packaged goods as well as opportunities to maximize growth potential, IRI commissioned a comprehensive survey of more than 3,000 consumers. The findings of this survey reveal opportunities CPG marketers can tap to achieve differential growth.

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