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Insight of the Day: Holiday Grocery Outlook 2024: What Consumers Want

Findings: The 2024 holiday grocery season is shaped by consumers’ need for value, convenience, and cultural inclusivity amid ongoing inflation. Shoppers are focused on discounts, convenience-oriented products, and diverse holiday food options. Value-based promotions, sustainable offerings, and culturally rich holiday selections are expected to drive consumer engagement.

Key Takeaway: Consumers seek quality and affordability in holiday groceries, with a preference for convenient, healthy, and culturally diverse products that reflect their values and simplify holiday preparations.

Trend: The demand for budget-friendly holiday shopping, convenient pre-prepared options, healthy and sustainable products, and culturally diverse holiday foods.

Consumer Motivation: Budget-consciousness, convenience, health and sustainability awareness, and an interest in celebrating diverse cultural traditions drive consumer choices this season.

What is Driving Trend: Inflationary pressures, busy holiday schedules, growing health consciousness, environmental concerns, and a desire for inclusive, multicultural holiday experiences.

Target Demographic: Broad holiday consumer base in the U.S. and Canada, with particular interest from multicultural households, health-conscious shoppers, and eco-conscious individuals.

Description of Products or Services:

  • Discounted grocery items, particularly in bulk or family-size packages.

  • Ready-to-eat and pre-prepared holiday meal kits and sides.

  • Culturally diverse holiday foods, such as tamales and panettone.

  • Health-focused and sustainable products with wellness or eco-friendly attributes.

Consumer Age Range: Consumers of all ages, with younger generations like Gen Z showing higher interest in cultural foods and inclusive celebrations.

Conclusions: Brands that prioritize value-driven discounts, convenience, cultural diversity, and sustainability in their holiday grocery offerings are better positioned to attract price-sensitive, time-pressed, and diverse consumer groups.

Implications for Brands: Brands can capture holiday shoppers by focusing on value, streamlining convenience, promoting sustainable practices, and offering multicultural holiday foods.

Implications for Society: This holiday season reflects a growing embrace of cultural inclusivity, environmental responsibility, and balanced, health-conscious eating habits in holiday gatherings.

Implications for Consumers: Consumers benefit from accessible, convenient, and affordable holiday grocery options that support traditional and multicultural celebrations while prioritizing wellness and sustainability.

Implications for the Future: Grocery retailers are expected to continue expanding value-oriented, culturally diverse, and sustainable product offerings to meet evolving holiday needs.

Consumer Trend: Increased focus on budget-friendly, convenient holiday grocery solutions.

Consumer Sub Trend: Rising demand for culturally diverse holiday foods and health-conscious, sustainable options.

Big Social Trend: Inclusivity and sustainability in holiday grocery shopping.

Local Trend: North American consumers prioritize value and convenience in holiday groceries, with a notable interest in cultural foods.

Worldwide Social Trend: Global shift towards inclusive, eco-conscious, and health-focused holiday celebrations.

Name of Big Trend Implied: “Value-Driven, Inclusive Holiday Shopping.”

Name of Big Social Trend Implied: “Culturally Rich and Sustainable Holiday Celebrations.”

Social Drive: A collective drive to celebrate holiday traditions affordably, sustainably, and inclusively, catering to a wide range of cultural backgrounds.

Learnings for Companies in 2025: Retailers should focus on value-based promotions, convenience-driven offerings, and culturally diverse holiday products to meet consumer demand.

Strategy Recommendations for Companies in 2025:

  • Emphasize seasonal discounts, especially for high-demand items.

  • Offer holiday-themed meal kits and ready-made sides to simplify holiday meal prep.

  • Highlight sustainable products and multicultural food options to enhance inclusivity.

Final Sentence (Key Concept): "The 2024 holiday season prioritizes affordability, convenience, and cultural inclusivity, as consumers seek grocery solutions that align with their budgets and diverse traditions."

What Brands & Companies Should Do in 2025: Brands should adopt value-focused, convenience-enhancing, and culturally inclusive strategies in their holiday grocery offerings. Emphasizing seasonal deals, health-conscious options, and multicultural foods can help brands align with evolving consumer expectations for an affordable, inclusive, and environmentally friendly holiday season.

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