Retail Channel Toolkit

Toolkit Guide Macro Trends
Grocery
+ Channel Insight + Channel Strategy + Channel Execution
Mass Channel
+ Channel Insight + Channel Strategy + Channel Execution
Convenience Retail
+ Channel Insight + Channel Strategy + Channel Execution
Digital & eCommerce
+ Channel Insight + Channel Execution
Natural
+ Channel Insight + Channel Execution
Club
+ Channel Insight + Channel Strategy + Channel Execution
Drug
+ Channel Insight + Channel Strategy + Channel Execution
Value Store
+ Channel Insight + Channel Strategy + Channel Execution
Grocery

Retail Channel Toolkit

Grocery

Current Year
Planning Year

Our strategy is grounded in meaningful insights—data that reveals patterns, behaviors, and opportunities. These insights drive sharper decisions, smarter targeting, and purposeful action in step with market demand.

Channel Role
CHANNEL ROLE

Drive Scale and Grow Profitable Share

Growth Driver

Shopper Role
SHOPPER ROLE

Meet My At-Home Needs Both In-Store and Online

Meet My At-Home Meal and Snacking Beverage Needs In-Store and Online

Trip Data

BEVERAGES % CONVERSION
CHANGE VS. YEAR AVERAGE
TOTAL BEVERAGES
TCCC BEVERAGES
Total
NARTD
Total
TCCC
Fill-In (Food)
52%
11%
up
flat
Grab & Go (Home)
54%
11%
up
up
Stock-Up
82%
28%
down
down
Fill-In (Non-Food)
31%
7%
down
down
Need It Now
34%
8%
down
down
Grab & Go
58%
14%
up
up
Source: Coca-Cola iSHOP Trip Mission and NARTD/NAOU conversion, Food Channel 12MMT Sept 2023
BEVERAGES % CONVERSION
CHANGE VS. YEAR AVERAGE
TOTAL BEVERAGES
TCCC BEVERAGES
Total
NARTD
Total
TCCC
Grab & Go (Home)
38%
13%
flat
flat
Fill-In (Food)
36%
11%
flat
flat
Stock-Up
68%
28%
flat
flat
Fill-In (Non-Food)
21%
7%
down
down
Need It Now
27%
9%
up
up
Grab & Go
43%
12%
down
down
Source: Coca-Cola iSHOP Trip Mission and NARTD/NAOU conversion, Food Channel June 2024

Basket Data

Channel Landscape Data: Shoppers are spending more money on fewer items, while increasing trip frequency to Grocery.

LAST 52 WEEKS AND CHANGE VS. PRIOR YEAR

Average Basket Spend

$41.55

3%
Units per Trip

9.7

8%
Spend per Unit

$4.27

5%
Trip Frequency

112

7%
Source Numerator Insights – Food Channel Shopping Metrics | 12MMT Dec 23

Beverage Landscape Data: While trip frequency is on the rise, shoppers are becoming more selective—basket sizes are shrinking as prices climb and consumers make more deliberate purchase decisions.

LAST 52 WEEKS AND CHANGE VS. PRIOR YEAR

Frequency
4.2%
Basket
2.8%
Beverage Units
2.9%
Source: Numerator Projected Sales and Units | Food online | 12MMT Oct 24

Consumer Demographics

Gender
Gender
More equally split by gender but more female 50+ year olds
Household
Household
Skew 3+ member HHs with children
Income
Income
Affluent and over-index on highest income levels
Ethnicity
Ethnicity
Less diverse but over-index Asian
Source: iSHOP Explorer demographics dashboard_12MMT Sept 23
Education
Education
Skews High
Income
Income
Skews High
Source: Numerator Insights | Food Channel | 12MMT Sept 24 - % Shoppers, Demos, Trips and Households, Basket Incidence
Source: iSHOP 12MMT June 2024 – Food Channel – Motivations, Trip Missions