NIQ REPORT
Where does shelfing and marketing with other products come to play?
When consumers are purchasing Dairy, they are most often also purchasing Vegetables, Meat and Beverages. While these are all key stock up and routine items, it is important to ensure on each of these trips your dairy items are included. How can your specialty cheese tie into a receipt with Beef or Chicken on 58% of those trips?
Even more so, Deli is most likely to be in the basket with Vegetables and Fruit! Cheese is no exception to that. Understand how your buyers purchase Deli – what specifically they purchase and WHY is where tracking consumer purchasing to make educated decisions will be vital for your brands.
Bakery follows suit with Dairy and Deli, especially with Beverages. 45% of occasions with Bakery items include a Beverage.
Winning in the Omni-world:
With omnichannel purchase trends stabilizing, but growth in Dairy, Deli and Bakery, value orientation among shoppers continuing, and the need to interact with shoppers across multiple touchpoints, successful retailers and brands will focus on four core activities to win with shoppers:
1. Understand where to find your consumers: Consumer attitudes towards and expectations of retailers and brands have changed. Marketing and promoting your brand on online platforms will help capture new and current consumers that are looking more for these categories online.
2. Deliver innovation that provides clear, tangible solutions: For the Value Oriented shopper, the benefit of a new product must be clear. Do you know the problems that matter most to your consumers and have an innovation strategy that addresses them?
3. Market for Cross Purchasing: Making it easy for your consumers to see how your products can be easily paired with others across the store will make for a seamless, convenient shopping experience. This will lead to success for Dairy, Deli, and Bakery items.
Source of Data
NIQ Omnishopper. The largest consumer panel in the industry. Powered by receipt-based capture & email connectivity, tracking ~8 trips per week per panelists across all CPG. Rooted in Point-of-Sale Data Truth and the US Census to ensure accuracy in all insights.
WHAT’S IN STORE | 2025
© 2025 International Dairy Deli Bakery Association
The March Marketplace
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