As retailers prepare their grocery marketing strategy for 2024, let’s look at six key trends in 2023 to build from in 2024:

No. 1: Shopping online for groceries slowed in early 2023, but activity is on the rise.

• 56% order online more frequently now than 1 year ago.¹
• 72% purchased groceries online in the past 90 days. ¹
• 74% said convenience is the top driver, price is second-most important. ¹
• Online shoppers who spend the most average $201 per order. This group places orders most frequently. ¹

While most consumers in the rural markets Mspark serves purchase their groceries in a physical store, there has been an uptick in online purchases in 2023 compared to the previous year.²

Online grocery shopping has several challenges to overcome to increase appeal to consumers:

• 47% say high delivery fees are the biggest challenge. ¹
• 43% dislike the lack of control over product selection. ¹
• 41% are concerned about product availability. ¹
• 60% more likely to choose pre-packaged produce when shopping online. ¹

No. 2: Grocery customers respond to advertising across print and digital channels. While print is a heavy influence for consumers in rural markets, digital grocery marketing should not be overlooked.

• Digital engagement
  • 44% of Grocery Customers have responded to digital display ads in the past 12 months. ³
  • 45% of Grocery Customers have responded to video pre-roll ads in the past 12 months.³
• Coupons and advertising inserts comprise 69% of purchase influence for consumers in rural markets, with digital at 65%.²

Mspark can help you create a grocery marketing media mix to engage your highest-value target customers to acquire new customers for your stores.

No. 3: Newspaper coverage, traditionally relied on for grocery circular distribution, continues to shrink across the U.S.

Mspark’s coverage can replace lost newspaper coverage.

No. 4: Rural consumers are noticing price increases more than their urban counterparts.²

From apparel and accessories, to dining out, utilities, and a variety of grocery categories, rural consumers report noticing price increases more than urban consumers.

No. 5: As prices rise, rural consumers modify their shopping behavior in a number of ways.

In response to rising prices, rural consumers are buying more store bands, shopping sales more often and using more coupons. ²

Continued newspaper decline along with rural consumers being 28% less likely to have broadband internet access mean a grocery marketing mix targeting rural consumers requires a different approach. Learn more about marketing to rural consumers.

No. 6: Coordinated exposure across print and digital channels boosts your grocery marketing campaign performance.

• 60% of consumers are prompted to online activity after receiving direct mail. ⁴
• Integrating digital with direct mail increases program performance as much as 28% vs. direct mail alone, based on historical program performance.

Learn more about mail advertising solutions and digital solutions that can help you achieve your marketing goals. Get inspiration from our grocery design gallery. Click “Get Started” below to connect with an expert today!

Sources: Progressive Grocer, “Online Grocery Adoption Has Slowed, But Activity is Rising,” February 2023¹; Prosper Insights & Analytics 2023²; AdMall AudienceSCAN 2023³; SG360 The Future of Direct Mail⁴