As part of its 40th anniversary celebration, Catalina identifies long-term shifts in consumer preferences according to its Shopper Intelligence Platform. Bottled water, salsa, and hot sauce categories have grown exponentially while preferences for soup, pasta, and pasta sauce have shifted.
Catalina’s U.S. SVP Retail Sales, Craig Desens, explains why CPG marketers need to rethink the role of shopper marketing to reflect the growth of e-commerce, Retail Media Networks (RMNs) and omni-channel measurement tools. As budgets blend, real-time measurement tools can help them optimize their ad spend by focusing on the audiences and channels that deliver the best results given their brand objectives.
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