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


Shelley Hughes, +1 312.474.3675