Groceryshop '24 Recap: Key Takeaways and Industry Insights
Groceryshop '24 once again gathered top players from across the grocery and consumer packaged goods industries to explore trends, challenges, and new opportunities in the market. This year, brands, retailers, and solution providers came together to discuss an evolving landscape that is as complex as ever, with a heavy focus on how to drive meaningful engagement and increase sales amidst changing consumer behaviors.
Here are some key takeaways and insights from this year's show for those who couldn’t attend or are looking for an insider recap.
Retail Media Networks: Opportunities and Off-Property Expansion
Retail Media Networks (RMNs) have become an essential component of many CPG brands’ digital strategies, offering direct access to valuable first-party data and the ability to target shoppers on retailer platforms. At Groceryshop '24, there was continued interest in how brands can further capitalize on RMN investments to drive meaningful results, particularly as budgets tighten.
While RMNs are effective for engaging consumers in a retailer’s ecosystem, brands are seeking ways to extend that influence beyond the retailer’s site. Expanding into off-property channels allows brands to capture shoppers' attention before they reach the point of purchase, reinforcing brand messaging and driving higher conversions.
Economic Uncertainty and Shopper Behavior
Economic pressures were another recurring theme at this year’s event. Although inflation has begun to ease, high prices remain a concern for retailers and consumers. Brands face the dual challenge of managing rising costs while meeting growing consumer expectations.
There was also a notable focus on how private-label products continue encroaching on traditional CPG market share. Adapting to these shifts while maintaining shopper loyalty is becoming increasingly important for many brands. With so much change on the horizon, brands must be agile and ready to experiment with new tactics to stay competitive.
AI-Powered Innovation and the Future of Grocery
Artificial intelligence (AI) was one of the most buzzworthy topics at the event. From personalizing shopping experiences to optimizing inventory management, AI’s transformative role in the grocery industry was evident.
Although the potential applications of AI are broad, a key takeaway from Groceryshop '24 was how brands can use AI to enhance the precision and performance of their marketing strategies. With AI driving more personalized and data-driven campaigns, brands can make smarter decisions, reaching shoppers more meaningfully while optimizing their ad spend.
Enhancing the Shopper Experience
Delivering a seamless, convenient shopping experience across in-store and online channels remains a high priority. As consumer expectations rise, grocers are tasked with creating unified shopping experiences that bridge the gap between physical stores and digital platforms.
Groceryshop '24 explored how retailers can better serve shoppers by integrating data and technology to create more personalized experiences. The key is delivering value at every touchpoint—whether online or in-store—while ensuring the shopper journey feels cohesive and frictionless.
Embracing Innovation and New Partnerships
The future of grocery will be shaped by collaboration and innovation. This year’s event showcased the importance of creating solid partnerships and embracing new business structures to meet the evolving needs of consumers. For example, in his Groceryshop keynote, PepsiCo’s CEO, Ram Krishnan, discussed how brands and retailers can leverage shared data to better understand and meet consumer needs throughout the entire shopping journey.
As the grocery industry looks to innovate and collaborate, there’s an understanding that no single player can navigate this space alone. The most successful strategies will come from partnerships that drive creativity and practicality, ensuring businesses are well-equipped to handle future challenges.
The Groceryshop Trends Through the Pre-Shop Lens
At Groceryshop '24, brands highlighted the need for digital advertising solutions that connect with consumers and drive measurable actions. With tightening budgets and increasing pressure to perform beyond RMNs, finding a way to engage shoppers across the entire journey—from planning to purchase—is essential.
This is where AdAdapted’s Add-It™ One comes in. As a one-stop solution for CPG advertisers, Add-It™ One helps brands connect with consumers at every critical touchpoint, whether it’s pre-shop planning through push notifications and health-based targeting or in-store and online conversions via dynamic ads, shoppable videos, and one-click recipes.
Integrating seamlessly across channels, Add-It™ One turns shopper intent into action, enabling brands to drive awareness, add products to carts or lists, and track purchases with deeper insights. Brands gain visibility into what, where, and when consumers buy, allowing them to refine campaigns and uncover new opportunities like cross-selling within their portfolios.
In a landscape where effective digital advertising is critical, Add-It™ One offers brands the tools and insights to convert engagement into tangible results.
Conclusion
Groceryshop '24 provided a valuable platform for the industry to discuss the challenges and opportunities shaping the future of grocery. From the rise of AI and retail media to the demand for seamless shopping experiences, the event highlighted the need for innovative and results-driven solutions.
As brands and retailers reflect on the insights from this year’s event, they will continue to explore how to balance short-term performance goals with long-term innovation. AdAdapted, through Add-It One, is ready to support brands as they navigate these changes—delivering targeted, efficient, and impactful advertising solutions that drive growth.
