Campaign corner
We couldn’t start this monthly snacks edition without mentioning two of the best Super Bowl 2025 commercials. Let’s see the winners!
First delivery. Budweiser regained its spot as the best commercial for the Super Bowl this year. It was all about authenticity and offering a Budweiser experience to the audience. Plus, any commercial that has cute animals is a winner.
Little farmer. Another sweet commercial took the spotlight at this Super Bowl. This commercial from Lay’s showed that dedication and hard work is what defines the brand. “One little potato, one big dream”.
What happened in Retail tech?
Logistics and agentic AI. The logistics and supply chain industry has long embraced automation, using AI-driven predictive analytics and machine learning to optimize operations, such as dynamic carrier pricing and route planning. However, agentic AI has the potential to move beyond task-specific automation by enabling autonomous decision-making, improving compliance management, and enhancing customer satisfaction through proactive communication.
Same-day delivery. Walmart has expanded its same-day delivery reach to 93% of U.S. households, up from 80% in October 2023, highlighting the continued growth of its store-fulfilled delivery network. This expansion reflects the retailer's push for faster delivery and a broader online assortment, with CEO Doug McMillon emphasizing the need for greater awareness of these capabilities.
What experts say…
Wealthiest shoppers. The wealthiest 10% of American households now account for nearly half (49.7%) of all consumer spending, the highest share on record, driven by increased luxury and travel expenditures. While the spending of high earners rose by 12% from September 2023 to September 2024, middle- and lower-income households reduced their spending, widening economic disparities. With the U.S. economy more reliant than ever on wealthy consumers, concerns arise about potential risks, including market corrections and trade tensions that could impact their spending patterns. Here’s what Neil Saunders mentioned on the topic:
Fresh produce. U.S. grocery shoppers are increasingly prioritizing fresh and organic produce, with fresh produce sales reaching $92.7 billion in 2024, driven largely by Boomers and Gen X. Organic produce saw a notable 7.2% increase in volume sales, while Gen Z remains an underdeveloped market that grocers could attract through sustainability-focused marketing and innovative packaging. However, planned tariffs on produce imports from Mexico and Canada could significantly raise prices, potentially reducing consumer demand and impacting accessibility to fresh fruits and vegetables. This is what Brad Halverson stated on the topic:
Statistic of the week
Retail sales drop 0.9% in January
U.S. retail sales saw their sharpest decline in nearly two years in January, likely due to extreme weather and vehicle shortages, signaling a potential economic slowdown. However, the drop follows four consecutive months of strong growth, suggesting it may not indicate a fundamental shift in consumer spending.
In other news
Organic grocery retail. A majority of shoppers value natural and organic products, but many are unclear about what those terms actually mean, leading some to avoid purchasing them despite growing health priorities. According to an Acosta Group report, 75% of surveyed consumers bought at least one natural or organic product in the past six months, though 40% mistakenly believe the terms are interchangeable. Additionally, affordability remains a key barrier, with over 70% of conventional product buyers citing cost as the primary reason for not choosing natural or organic options.
Digitally engaged shoppers. Technology continues to transform grocery shopping, with over 90% of shoppers now engaging in both in-store and online purchases. While in-store sales still dominate, online grocery sales are projected to reach $388 billion by 2027, driven by increasing consumer acceptance across all demographics. Millennials and Gen Z lead online grocery spending, with Gen Z emerging as the most influential and fastest-growing cohort, shaping household purchasing decisions and the future of grocery e-commerce.
