‘Consumomics’ study highlights new era of fresh merchandising
‘Consumomics’ study highlights new era of fresh merchandising
As consumer shopping habits continue to evolve, a new study is shedding light on how retailers can rethink their approach to fresh departments to better align with changing expectations.
The report, part of a unique research initiative known as “Consumomics,” was authored by futurist/economist Richard Kottmeyer, chief strategy officer for Food, Agriculture and Nutrition at FutureBridge. Kottmeyer will present his insights into how consumption patterns are reshaping fresh merchandising strategies across retail during the Friday morning educational session at the upcoming Viva Fresh Expo in San Antonio, TX.
“Fresh merchandising is no longer just about displaying product,” Kottmeyer said. “It’s about understanding how consumers think, shop and make decisions, and then designing the experience around that.”
One of the central findings of the Consumomics study is the shift away from traditional, item-based displays toward more solution-oriented merchandising, with retailers organizing fresh departments around meal ideas, usage occasions and bundled offerings to make it easier for shoppers to navigate the store and make purchase decisions.
“Consumers are not walking into stores thinking in terms of categories,” Kottmeyer said. “They are thinking about meals, occasions and convenience. Retailers who align with that mindset will win.”
Convenience drives purchasing behavior
The study reinforces the growing importance of convenience in fresh, as shoppers continue to prioritize time-saving options without compromising on quality. Value-added products such as pre-cut produce, salad kits and ready-to-eat items are gaining traction, particularly among younger consumers and busy households.
“Convenience is not a trend, it’s an expectation,” Kottmeyer said. “The retailers that simplify the shopping experience are the ones that will capture loyalty.”
Another key takeaway from the report is the role of storytelling in building trust and differentiation within the fresh category. According to the study, consumers are increasingly interested in product origin, growing practices and sustainability, creating opportunities for retailers to communicate those attributes more effectively.
“Shoppers want to feel connected to what they are buying,” Kottmeyer said. “Transparency and storytelling are powerful tools for building that connection.”
This approach is particularly relevant for premium segments such as organic and sustainably produced items, where differentiation plays a critical role in driving sales.
The Consumomics study also highlights the growing importance of cross-merchandising, as retailers look to break down traditional department silos. By integrating fresh produce with deli, meat and grocery items, stores can create more cohesive and engaging shopping experiences while increasing basket size.
“When you bring products together in a meaningful way, you remove friction from the shopping journey,” Kottmeyer said. “That leads to better outcomes for both the retailer and the consumer.”
Data and insights shape the future
Data-driven decision making is another key theme, with retailers leveraging analytics to better understand shopper behavior and optimize merchandising strategies. Localized assortment planning, targeted promotions and improved inventory management are all areas where data is playing an increasingly important role.
“Retailers have more data than ever before,” Kottmeyer said. “The challenge -- and the opportunity -- is turning that data into actionable insights that improve the shopper experience.”
Ultimately, the Consumomics study positions fresh merchandising as a critical lever for growth in today’s retail environment.
“This is about moving from a product-centric model to a consumer-centric model,” Kottmeyer said. “Retailers that embrace that shift will be better equipped to compete in a rapidly changing marketplace.”
