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Global shopping stats: Trends in Germany, Italy, Spain & More

PeopleShop is a 2013 Leo Burnett Group study that illuminates how people shop differently around the world. This global research study explores the attitudes, behaviors and habits of more than 13,500 shoppers in seven different North American and European market segments including Canada, France, Germany, Italy, Spain, the United States and U.S. Hispanics. 


2014-15 Food Trends: Pass the Guava, Mango, and Chorizo Por Favor

While the country excitedly shops for Pumpkin laced and themed products this fall,  we look back at the McCormicks’ global team of  chefs, culinary professionals, trend trackers and food technologists forecast of 5 powerful trends that demonstrate a growing craving for more diverse and global flavors and how they’re doing.

You may recall how the “success of the Starbucks lattes prompted a flood of pumpkin-flavored fare, including Pinnacle brand pumpkin-pie vodka from Beam Suntory Inc. and pumpkin-spice Jell-O from Kraft Foods Group Inc. McDonald’s began selling its pumpkin lattes last year, while Dunkin’ Donuts has added pumpkin flavors to muffins, doughnuts and coffees. The Quaker brand will offer a pumpkin and spice flavored instant oatmeal and General Mills Inc. will sell a half-dozen pumpkin-flavored products this season, including Betty Crocker cookie mix, Pillsbury cinnamon rolls and Yoplait yogurt. Even pets are joining in, with Nestle SA’s Purina touting the ingredient in its new dog chow.” via Bloomberg

Back in 2010,  it was McCormick  who spotlighted pumpkin spice as a hot new holiday flavor , this year they shared these emerging flavors concepts:

mortar-and-pestle-436885_12801. Packing the Heat


  • Guajillo
  • Chile de Arbol
  • Tien Tsin
  • Aji Amarillo

From mild to blazing, bold and brave.

2. Masala Goes Mainstream

  • Kashmiri Masala
  • Paneer Cheese
  • Jalfrezi


3. Simple & Natural


  • Tea
  • Noodle
  • Cilantro/Coriander


4. Viva Mexico


  • Chamoy
  • Tomatillos
  • Recados


5. Brazil’s Carnival

  • Guava
  • Cassava
  • Tempero Baiano
  • Black eyed Peas

Some other trends others are keeping an eye on for 2015:

  • Global cuisine made local – the pairing of foreign dishes and home grown food
  • Less is more – Minimalist, fresh, simple
  • Whole and Big: using more of an animal, airy, puffy food
  • Rustic – Authentic, unstyled comfort food is in vogue

What I find interesting about a few of these is they speak to culturally specific cuisine profiles that tend to be freshly prepared and very flavorful because of the use of spices and herbs.

As people become more and more conscious of what they intake and how it impacts their health, we’ve seen this trend of fondly recalling our grandmother’s cooking but wanting more and more convenience. Yet there is this reverence, a nod to this craft of making good, nutritious food that is delightful.

Companies like Lays and General Mills, have introduced an array of new flavor offerings such as Progresso’s (MSG-free) Traditional Creamy Roasted Chicken Soup with Herb Dumplings , Creamy Tomato Soup with Bacon and Cheese,  Creamy Chicken Alfredo with Pasta, Light Savory Beef Barley Vegetable Soup, Tuscan-Style White Bean Soup and Southwestern-Style Corn Soup with Potatoes & Peppers, and Lay’s crowdsourced Wasabi Ginger, Cappucino, Cheddar Bacon Mac & Cheese, and Wavy Mango Salsa Chips.

Meanwhile Campbell’s is kicking off the upcoming NFL season with a lineup of 5 new hearty and comforting Chunky soups: Pub-Style Chicken Pot Pie, Sausage & Pepper Rigatoni, Beer-n-Cheese with Beef & Bacon, Jazzy Jambalaya and Mushroom Swiss Burger.





Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at or @Literanista.


This Week In Shopper Insights: 9/8/14 – 9/12/14

This is a selfmade image from the english wiki...

This is a selfmade image from the english wikipedia. The photographer has uploaded it as GFDL (Photo credit: Wikipedia)

Coborn’s Inc. to add 24 hour superstore where you can buy alcohol, wash your car and do grocery shopping all at once

Tips for relevance in physical stores during a digital age

Talbots is replacing their merchandising and inventory management systems

National Mango Board (yes that’s a real thing) finds insights on consumer behavior through their research.

79% of shoppers reported that instant gratification is the reason they shop in-store vs. online.

P & G shedding the dead weight by ditching 100 brands.

Poshmark launches PoshMatch, the first social merchandising engine.

Kantar’s New study Shows Retailers Seek Insights-Driven Partners

Wal-Mart bails on Apple’s New Mobile Payment System


About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at









Visa Canada Shares How to Improve Consumer Understanding with Strategic Insights

“All insights are strategic; however it’s their application to a specific opportunity that makes them meaningful and impactful.”

That’s according to Derek Colfer, Head of Mobile Innovation, Visa Canada, and featured speaker at Consumer Insights Canada. Every product that Visa Canada develops is created by looking through the lens of the consumer, a shining example of using insights for smarter decision making – the key theme of our event this September.

Consumer Insights Canada

September 29-October 1, 2014

The Ritz Carlton

Toronto, Ontario


In his session, Mobile NFC Payments: Canadian Opportunities, Derek will reveal how mobile payments have substantially grown in the Canadian market, and how Visa Canada has positioned themselves to be a world leader in NFC payments. He’ll also share the 5 things you need to know about NFC payments. If you’d like to hear more from Derek, check out his full interview with the Consumer Insights Canada team here:

In addition to Visa Canada, you’ll hear research and insights leaders from General Motors, Coca-Cola, Kraft Foods, General Mills Canada, MasterCard, Nestle USA, Colgate Palmolive and more. Whether you’re looking to break into the market for the first time, or just deepen your relationship with Canadian consumers – this is your must-attend event.

For complete program details, download the full agenda here:

Mention code NACI14BL & Save 15% off the standard rate. Register today to secure your spot:  Register today:

The Consumer Insights Canada Team



P.S. Have a team member interested in attending FEI Toronto? Email Kacey Anderson at and mention code INSIGHT14FEI and both you and your colleague will save 20% off the standard rates!


Why Care About Creating a Shopper Centric Culture?

We all know that changing culture within organisations is difficult, so what is a “shopper-centric” culture and why should you care about creating one?

telescope-300339_1280Shopper-centric cultures put the shopper, alongside the consumer, at the core of their decision making.

They understand the shoppers’ needs, they know where and how and why they shop, and these insights and considerations are built into the business processes at an early stage, certainly before the major resources have been allocated and next years’ innovations finalised.

So why should you bother?

I have seen organisations that put the shopper in the centre of their decision making processes experience many benefits, these have included enhanced multi-functional alignment, greater retailer collaboration and reduced re-work.

There is also a real opportunity to make the most of what you already have, find opportunities to get greater business growth from your current products and release your organisation from the belief that the only way to drive growth is through product innovation. All of this can fundamentally enhance ROI.

So if you want these benefits what do you need to do next:

1. Lead the Vision – establish the desire within your organisation. Make the benefits clear and inspiring; enrol cross-functional colleagues from multi-geographies and excite the organisation about the possibility of what can be achieved. Agree what you want to be different – what behaviour change do you want to establish, both for your own organisation and what behaviour change are your wanting to effect from your shoppers?

2. Challenge your processes – shopper information has traditionally been used in a very tactical way but increasingly it can be used to enhance your business strategies. What do you know about the shoppers of your category and your brand?What shopper knowledge would enhance your business decisions? Do you understand the different missions, how these relate to consumer occasions, and the priority missions by retail environment? When and how is your shopper knowledge being inputted into your business processes?

Several of our clients are now completing category and shopper reviews alongside their traditional consumer and brand reviews as part of the business planning processes. This enables shopper-led opportunities to be identified and considered alongside consumer-led opportunities and resources to be allocated against the priority projects.

3. Build your capabilities – you have to ensure your organisation does not only have the will, but also has the capabilities to deliver the shopper-centric vision. Critical to this is to ensure that all functions value shoppers, consider shoppers as critical stakeholders and take responsibility for delivering against their needs.

Does your organisation invest in commercial insights; are the process owners aware of the importance of integrating shopper considerations into the processes in a timely manner. Do your most talented people think of shopper-focused roles as critical in their career development, or a step into the backwaters? And as we all know the old truth remains “you only get what you measure”, do you insist on clear shopper KPIs, are they tracked?

Delivering a shopper-centric culture requires new ways of working and different skill sets, processes, roles and responsibilities and toolkits; but done well the benefits can be transformational. I look forward to seeing you in Edinburgh to discuss this further.



Kirstie Hawkes, Director of Consulting, Kantar Retail Europe

Kirstie HawkesKirstie is a commercially aware marketer with 15 years of experience at P &G and now leads the Shopper Marketing practice for Kantar Retail Europe.

She has a breadth of expertise including: consumer marketing, shopper marketing, category vision, sustainability (both environmental and social responsibility) and capability building.

Consistently recognised for her collaborative leadership style, Kirstie is a strategic thinker and has impressive organisation-building abilities.




Coke’s Tom LaForge: Cultural Macroforces are Redefining Business & Brands

The business environment of 2020 will look nothing like the business environment of today.

Global Macroforces are reshaping our world and people everywhere are responding with new ideas of what constitutes a great company or a great brand. Business leaders will need to revamp their skillsets in order to understand and surpass these new expectations. And your first step is to come see exactly how one global futurist already sees 2020 emerging.

In this video interview from the 3rd Annual International Shopper Insights in Action Event in Prague, Tom LaForge, Global Director of Human & Cultural Insights, THE COCA-COLA COMPANY, discusses his keynote “The Emerging Relationship Economy: How Cultural Macroforces are Redefining Business, Brands, and the Skillset You’ll Need to Succeed in the Years Ahead,” where he shared which macroforces & trends will play the biggest role in reshaping global culture & consumer preferences and which skills you and your company will need to acquire in order to create flourishing brands and thriving companies.

The International Shopper Insights in Action Event is the most integrated, cross-market shopper agenda focused on strategy and activation. Details on how to join us for the 4th Annual International Shopper Insights in Action Conference, taking place on 3-5 November in Edinburgh can be found here.


Which Instagram Shares Influence and Drive Sales?

Drawing inspiration from our look at the popularity of Instagram use in the grocery store, we came across this great infographic from Olapic that explores how and which photos shared on Instagram influence and drive sales.




Free Pass to FEI Toronto & Consumer Insights Canada: Guest Bloggers

The FEI Team is looking for 2-3 volunteer guest bloggers to write about their experiences onsite at the upcoming FEI Toronto event taking place September 29 – October 1, 2014, at the The Ritz-Carlton in Toronto, Ontario, Canada. Our theme this year is Accelerating Systemic Innovation Growth: From Ideation to Execution.

The Front End of Innovation (FEI) is a global event brand that has become the annual meeting place of the most seasoned innovators across the globe dedicated to advancing, celebrating and championing innovation.

Scholars, bloggers, practitioners and graduate students are invited to apply to become our official event scribes and publish their unbiased recaps/takeaways for the rest of the innovation community as we make our way through the conference’s comprehensive 3-day agenda.

Free Pass to FEI Toronto & Consumer Insights Canada

In exchange for helping us live blog the event and providing online coverage, you will receive a complimentary all-access pass to the Front End of Innovation Toronto 2014, as well as access to our new concurrent, colocated event, Consumer Insights Canada: A 3-day experience focused on the power of insights in motivating smarter decision making – understanding what drives consumer behavior using new, innovative research  methodologies to connect with consumers in a meaningful and impactful way.

How to Apply

Apply today by sending your name, title, company, short biography and links to your blog or writing samples, along with a few sentences about why we should choose you to be our 2014 Guest Blogger to

We will review your submission and contact the chosen Guest Bloggers directly with more details.

* Guest Bloggers are responsible for their own travel and lodging.

* If you are a consultant or a solution/technology provider, please see contact details below for sponsorship/exhibit opportunities: Contact Liz Hinkis, Business Development Manager at 646.616.7627 or



The Impact of Geography on Shopper Insights

Just a few years ago we may have been able to argue that retailers thought that Big Data was just a bunch of hype that didn’t actually lead to better returns, but we’ve come a long way since then. In fact, a recent survey reveals that 73 percent of retailers consider shopper insights to be very important or essential to the performance of the departments in which they work. In addition, 76 percent think leveraging shopper insights is important to the performance of the company as a whole.

Recently, I sat down with Consumer Insights Canada speaker Susan Williams, Senior Director, Strategic Insight, The Cadillac Fairview Corporation Limited, to discuss strategic insights and Canada’s consumer culture. Consumer Insights Canada is a conference focusing on the power of insights to inspire smarter decision making and shines a lens on shopper and consumer behavior in Canada. Whether you’re looking to break into the market for the first time, or just deepen your relationship with Canadian consumers – this is your must-attend event.

Here’s what Williams had to say:

IIR: What makes insights “strategic insights”?

Williams: Strategic insight implies it impacts business thinking and decision making in my opinion. We can get a lot of insight from data, but turning that into actionable results is the strategic part.

IIR: What is the key to using the power of consumer insights to make smarter decisions in business?

Williams: I can’t think of any business where the client/consumer/guest is not a critical part of a business success. Ensuring you are relevant, in tune, and in touch with your consumer through quality consumer insights is key.

IIR: How are shopper insights unique in Canada compared to the rest of North America?

Williams: The act of gathering consumer insights is not unique, but there are a lot of similarities, but many differences as well in the results. It is important to understand the geographies and influences that impact behavior in different markets. Geography can sometimes limit accessibility to certain types of services or products. We see differences in attitudes towards technology even across the country in Canada, and compared to the US there are additional differences. In some of the work we have done we have seen a greater emphasis on value as well in Canada vs. the US. It is important to note as well, the makeup of the Canadian consumer is different in some ways multiculturally than the US consumer – especially in terms of ethnicity. All of this stresses the importance of ensuring relevancy in any market that you go into.

IIR: Where do you see the shopper culture in Canada 5 years from now?

Williams: Technology is and will continue to shape how people shop. Accessibility, transparency, access to information and how this translates into relevant shopper experiences of the future. Ecommerce is a way of life, although not as developed as in the US and other countries, online browsing/accessing information and pre-shopping will continue to grow in Canada.

IIR: What’s your advice on effective ways to reach Canadians on the path-to-purchase?

Williams: Understand their consumer journey and purchasing influences relevant to your category or product. Clearly ensuring a seamless omnichannel experience will be important as ensuring that the right type of communication and information is conveyed at the right time. Just because some technology exists, it doesn’t mean that it is always relevant to your shopper. Get and know your shopper.

IIR: What’s the best part about shopping in Canada?

Williams: Increasing selection and choice in retail. World class brands are now entering the scene providing one of the most exciting times in consumer choice and shopping in history. Our geographies as well provide significant cultural experiences from one part to the other.

IIR: How is technology empowering the always-on shopper today?

Williams: Pre-shopping is big and continues to grow. Social media, technology in general is everywhere and mobile phones are the shopping vehicle of the future. Everything is now, information is accessible, and the shopper is in control.

IIR: How do you embed a culture of customer experience in your organization?

Williams: This is a key foundational platform for our organization currently. The value proposition is about the experience as in many cases the product can be replicated. It is lead from the top, and needs to form a part of the corporate strategy. We are all in a learning stage. Ensuring that consumer insight is a key component of this journey is critical.

IIR: What is the future of Big Data?

Williams: Big Data always existed, but it has now been reinvented with the introduction and mass of digital behavior statistics. This will continue to grow and become more and more relevant but faces many challenges. If companies haven’t figured what to do with “small data” how will “big data” solve their problems. What still remains to be a critical component of any data digging exercise is to ensure that there are people that know what to do with that data, and develop the right questions to lead the analysis . It is also important to make sure that in a lot of cases, big data is very powerful and creates stories and impacts of initiatives, but doesn’t always tell you why? Still important to keep the dialogue going with shoppers to marry the behavioral data with consumer insights.

IIR: How do you see mobile affecting the future shopper in Canada?

Williams: Mobile is the future. Eventually, mobile payments will be the norm. It already is growing at a rapid rate. It means that information has to be faster, relevant and connected to technology. People are now shopping ‘in the moment” and mobile is enabling that.

IIR: What have you learned about millennial shopper insights in Canada?

Williams: It is important to make sure that we don’t just create a broad brush and group people into large categories. However, some key influences of this generation are that millennials grew up on technology. It means it is already part of their behavior and they will continue to expect this in everything you do. They may be seen as fewer brands loyal, and because technology enables it, expecting rate of change of products, brands, services to evolve quicker.

IIR: Why is it so important these days to connect with customers in virtually every channel of this multichannel world?

Williams: It is the omnichannel experiences. Shoppers expect it, and they chose how to communicate with you. Understand however which channels are most relevant for your shopper and your product and ensure your messaging is tailored within. It doesn’t mean eliminating channels however, just understanding the role that they play within your brand.

If you’d like to hear more from Susan, don’t miss her session, “Leveraging Big Data for Mall Merchandising Mix Decisions” at Consumer Insights Canada on Monday, Sept 29th from 1:30-3:00 pm. The event is taking place this September 29-October 1, 2014 in Toronto, Canada.

For more information about the event and to register, click here:


How micro-location marketing is redefining retail

In this infographic from MDG Advertising, they explore “how location-based data is gaining ground to bring brands to a shopper’s attention. From delivering targeted mobile offers as buyers pass nearby stores to sending product-centric suggestions to shoppers’ phones as they browse the aisles, see how micro-location marketing is bringing brands closer to buyers.”

The Future of Proximity & Micro-Location Marketing [Infographic]

Infographic by MDG Advertising