Today’s households are eating in increasingly personalized ways as they pursue individual aspirations for eating well, challenging the food shopping experience. What do shoppers want and expect from retailers and how far would they be willing to go to get personalized solutions for eating and shopping well? Is personalizing the shopping experience an opportunity worth pursuing for food retailers? 
The learnings from the Food Marketing Institute’s (FMI) 2019 U.S. Grocery Shopper Trends report, prepared by The Hartman Group, suggest that there are good reasons to believe that it is a worthwhile pursuit. 
As consumers increasingly seek a closer relationship with their food and aspire to help themselves and their households “eat well,” retailers who empower them to meet their needs and wants will enjoy greater relevance and closer relationships. But retailers should be cautious and sensitive to what drives consumers to personalize eating, concerns they have about going too far and what kinds of relationships they’re willing to engage in with stores to achieve their shopping and eating aspirations. 
To unravel the myths and to better understand the opportunities for personalization in the grocery retail experience, Stas Shectman, Director of  Strategic Insights at The Hartman Group, teamed up with David Fikes, VP, Communications & Consumer/Community Affairs at FMI, on a webinar to share the highlights of findings from FMI’s 2019 U.S Grocery Shopper Trends study conducted by The Hartman Group. 
Watch the recorded FMI and Hartman Group webinar: Personalization in Grocery
Learn more about the report: FMI U.S. Grocery Shopper Trends