Packaged goods marketers are among the most sophisticated on the planet, operating in a fragmented and competitive marketplace. Today, Canadian consumer behaviour is shifting simultaneously away from artificial ingredients and toward prepared ready-to-eat meals–where the perception is that food is more processed. Understanding what influences the decisions shoppers make in the freezer aisle will help marketers to craft a media plan that will resonate with Canada’s hungry consumer. Product trial, conversion, brand building and customer retention are significant factors marketers must consider.
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