IRI to Discuss the Changing Shopper at California Milk Advisory Board Annual Processor Meetings




Tim Grzebinski– Principal, Client Insights, IRI™



Tim Grzebinski will deliver an hour-long presentation entitled “New
Shopper Journey: Creating a New Shopper-Centric Road Map for
Growth in a Changing World”
at two of the California Milk
Advisory Board Annual Processor Meetings. The presentation will
dissect the diversifying U.S. shopper population and evolving
shopper habits and will advise dairy industry leaders on how to
reach and engage the evolving shopper.



As population shifts occur throughout the United States, dairy
industry leaders must adjust their practices to target changing and
emerging demographics. The purchasing power of millennials is slowly
surpassing that of baby boomers, and the U.S. Hispanic population is
growing faster than any other demographic.
The shopper journey is moving online, and the CPG industry has been
slow to adopt online behavior—something that must rapidly change.
For successful targeting, dairy industry leaders must garner an
in-depth understanding of budding shopper groups, such as
millennials, recognizing that this population does not fit neatly
into one category, but instead can be divided into six unique
segments. Digital interactions will assimilate into the shopper
journey if there is great category engagement, and dairy leaders can
effectively reach shoppers by analyzing their locations, store
preferences and media outlet use.


Wednesday, Sept. 30, 2015; 9:30 a.m. PT
Thursday, Oct. 1, 2015; 9:30 a.m. PT


Hilton Stockton
2323 Grand Canal Blvd.
Stockton, CA 95207
Embassy Suites Anaheim South
11767 Harbor Blvd.
Garden Grove, CA 92840

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Shelley Hughes, +1 312.474.3675