Navigating Back-to-School Consumer Trends: CPG Advertising Strategies for Success
The approaching back-to-school season ushers in new routines and new shopping habits for parents nationwide, creating a pivotal moment for CPG brands to align their strategies with evolving consumer behaviors.
Chicory’s Consumer Capture explores the shopping habits of over 1,000 digital recipe users, shedding light on the intricate landscape of the back-to-school mindset and the online grocery shopping trends that come with it. For CPG brands, this research provides a treasure trove of information to craft effective strategies and align products with consumer needs.
Early Engagement Through CPG Partnerships
The majority — 64% to be exact — of parents kickstart their back-to-school shopping during the first half of summer. CPG brands can leverage this proactive approach to meet shoppers earlier in their path to purchase.
Our survey also indicated that 70% of parents factor in price when purchasing snack and meal solutions and 52% prioritize on-the-go packaging and pre-portioned sizes. For back-to-school 2023, emphasizing affordability and convenience during school shopping will be a winning CPG advertising strategy.
Seizing the Bulk-Buying Trend
As the back-to-school routine takes center stage, consumer behaviors during this season take a new shape. A significant 77% of parents embrace bulk purchasing during this period. Shopping in bulk saves parents both time and money, especially this year with the impact of inflation on grocery shopping behaviors being notable: 40% of shoppers surveyed have increased their grocery budgets and 38% have traded down for cheaper options. Bulk buying not only offers potential discounts on items guaranteed to be consumed, it also offers convenience and time-saving.
Brands that can strategically spotlight bulk offerings to emphasize both value and savings will capture the attention of parents looking to stock up on essentials, who are particularly cost-conscious (or both), and win a spot in baskets.
Cooking Convenience: The Online Grocery Shopping Connection
68% of parents plan to cook and bake at home more post-summer, but they remain convenience-driven and seek ways to simplify and accelerate their cooking. 65% of parents with school-age children usually purchase ready-to-eat and frozen items during the back-to-school season, indicating that there is an opportunity for non-ingredients brands to resonate with shoppers as they browse recipe content for meal inspiration.
Through in-recipe media and shoppable recipes, brands can make their presence felt during the critical moments when parents are actively seeking meal ideas and solutions online.
Elevating Engagement: Digital Pathways for CPG Advertising
The back-to-school season unveils a canvas of opportunities for CPG brands to thrive amid shifting consumer grocery shopping trends. Currently, 88% of U.S. consumers use online recipes for meal inspiration. Incorporating digital recipes into CPG advertising helps brands reach a wider audience during the pivotal moment of inspiration. In-recipe media can aid various strategies, such as new product launches and customer recapture. With contextually relevant advertisements placed within the source of inspiration, CPG brands can create a seamless bridge between inspiration and action.