Thought Leaders: Larry Levin

Executive Vice President, Consumer and Shopper Marketing, IRI

Focus and Expertise:

  • New Product Innovation
  • Consumer and Shopper Insights
  • The Art of Storytelling Presentations
  • Cross-channel Shopping Trends

About Larry Levin

Larry serves as executive vice president within IRI's Consumer and Shopper Marketing (CSM) Center of Excellence. In his role, Larry oversees the commercial sales strategy for all of IRI's new consumer and shopper products, and he leads its survey and new product innovation growth sectors within the CSM Center of Excellence.

Larry joined IRI in February 2010 to lead its Survey Solutions group and was then promoted to run its overall Consumer Insights business. In 2012, he assumed the leadership of IRI's Mid-Market vertical, further driving IRI's portfolio among this wide-ranging industry portfolio. In 2016, Larry rejoined IRI's CSM organization to drive the aforementioned solutions across IRI's portfolio of clients.

Larry is a frequent speaker at a number of industry events, including Shopper Marketing, HOP—State of Mass Beauty, FMI, Drugstore News/Elevation Forum, NACDS, New Products Innovation, NFRA, Convenience Retailer University and CSPA. He has been a guest on Bloomberg Television's "Surveillance" program and has been quoted in numerous periodicals.

Hot Topics

  • The Connected Consumer – The digital revolution is in full adoption and is no longer a "nice to have" but rather a "need to have." Consumers spend little time planning for shopping, and maximizing the digital connection made with them becomes a catalyst for brands to win their hearts, minds and budgets.
  • Meeting Shifting Consumer Demands – Offering a wide array of products is no longer enough; it is also critical to understand what key consumers' evolving demands are. Whether it's their passion for fresh, healthy options or a quick energy boost, knowing consumers' needs is critical to having the right assortment at the right store to entice the right shopper.
  • New Product Innovation – New product innovation is a cornerstone to success for any company in the consumer packaged goods space. Many companies rely on as much as 10 percent of their annual sales coming from new product launches.
  • Adapting to a New Retail Environment – An unprecedented retail environment has forced retailers to reimagine their businesses, and Generation Z is a shopper segment unlike any before. In order to thrive in today's unprecedented retail environment, retailers and manufacturers need to adapt and prepare for the changes to come.

Thought Leadership


  • ECRM's 2021 Global Market: Food & Beverage, IRI's CPG Innovation Checklist, July 2021
  • Convenience Retailing University, Understanding the U.S. Consumer Cannabis Market Workshop, May 2021
  • CSP CBD in Retail, CBD in Retail: Going Strong and What's Ahead, December 2020
  • Convenience Retailing University, Trends and Data: Get There First: How Jumping on the CBD Bandwagon Now Can Increase Sales in the Future, February 2020
  • FMI Midwinter Executive Conference, From CBD to Alternative Proteins: What Do Emerging Consumer Trends Mean for the Grocery Industry?, January 2020
  • Convenience Retailing University, Winning at the Center, February 2020
  • NACS Show, The Impact of Center Store, October 2019
  • Prepared Foods' New Products Conference, Sustainable: For Sales and the Planet, October 2019
  • P2P Summit, New Product Innovation: Creating Success in a Shifting Consumer Landscape, May 2019
  • NCA Sweets and Snacks Expo, State of the Market – Confectionery: Momentum Builds Across All Segments, May 2019
  • NCA State of the Industry, State of the Industry, March 2019
  • New Products Conference, Drive Growth in a Changing, Challenging Market: Idahoan's Secrets to Success, October 2018
  • NCA's Sweets & Snacks Expo, State of the Market, May 2018
  • Food Marketing Conference, Innovation: The Rise of the Dark Horse, March 2018
  • WMU Food Marketing Conference, Innovation: The Rise of the Dark Horse, March 2018
  • NCA State of the Industry Conference, State of the Market, March 2018
  • Personal Care Products Council Annual Meeting, Driving the Beauty Industry Forward with Data, February 2018
  • ECRM Winter Snack & Dry Grocery EPPS, The Changing Landscape of Successful Consumer Innovation: The Rise of the Dark Horse, February 2018
  • Convenience Retailing University, Option 5: Drinking in Beverages' Promises, February 2018
  • FMI Midwinter Conference, Top Trends in Fresh: The Consumer's Perspective, January 2018
  • Chicagoland Food & Beverage Network's Industry Leadership Series, The Changing Landscape of Successful Consumer Innovation: The Rise of the Dark Horse, January 2018
  • Food Industry Summit, Food/CPG New Product and Market Trends, October 2017
  • 2017 NACS Show, Win the Shopper: Driving Continued Commitment to Fuel Growth in C-Stores, October 2017
  • ARF Regional Conference, The Connected Consumer, July 2017
  • NCA Sweets & Snacks Expo, Confectionary 2017: State of the Market, May 2017
  • NFRA Executive Conference, Driving Growth in Frozen & Refrigerated, April 2017
  • NFRA Executive Conference, The Keys to Inspiring Innovation That Drive New Product Success, April 2017
  • NCA State of the Industry Conference, State of the Industry, March 2017
  • 2017 Annual Meat Conference, The Impact of Organic and Antibiotic-Free Positioning on Total Store Sales, February 2017


Webinars and Podcasts