Embrace Future Fresh Consumers

Embrace Future Fresh Consumers

Top Trends in Fresh: Embrace Future Consumers for More Success Today

Consumers under 40 have different shopping behaviors — and the grocery channel's share of wallet among these younger consumers is shrinking, especially in fresh foods.

For growth today and as a necessity for long-term success, produce, deli, bakery, meat and seafood suppliers and retailers need to differentiate their offerings with a focus on meeting the unique needs of younger consumers. The reality is that what worked well for decades with prior generations does not inherently work for Millennials and Gen Zs, who have grown up in a world wholly different from their parents.

In this one-hour session, IRI and FMI answer pressing questions that include:

  • What is the latest in sales and shopper behavior within fresh foods, including the most current data through July 2022?
  • What differentiates younger consumers in their broad view of “grocery stores” as a channel?
  • How can retailers better meet the needs of younger shoppers, who demand more variety and new ideas than older shoppers?
  • How can retailers demonstrate value and differentiation in what’s traditionally been commoditized to a generation that is used to so many things being personalized to them?
  • What are the best ways to engage and inspire young shoppers who want to cook more but need more confidence and education?
  • What can we learn from those who are succeeding in fresh right now with young shoppers?

This webinar is the third installment of the IRI/FMI “Top Trends in Fresh” annual series, now in its seventh year. The session is ideal for retailers and marketers who compete in the fresh foods space, as well as other food and beverage manufacturers and retailers.


Rick Stein, Vice President, Fresh Foods, FMI
Sally Lyons Wyatt, Executive Vice President and Practice Leader, Client Insights, IRI
Jonna Parker, Principal, Fresh Center of Excellence, IRI
Lynne Gillis, Principal, Survey & Segmentation, IRI


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