New Year, New Resolutions: Decoding Consumer Grocery Trends for Smarter Marketing

Fitter. Happier. More Productive. The new year ushers in a wave of ambitious resolutions, a collective push for self-improvement that presents a golden opportunity for CPG brands. But how do those resolutions impact the habits of grocery shoppers as the new year unfolds, and when exactly do those changes occur?  

This blog post leverages exclusive pre-shop data from AdAdapted to shed light on evolving consumer behaviors surrounding New Year's resolution grocery shopping. We'll navigate the resolution landscape together, uncovering key category trends and timelines to optimize your marketing strategy for 2025.

The Pre-Shop Resolution Timeline: A Roadmap to Success

Understanding the window when consumers translate resolutions into shopping lists is crucial for CPG brands. AdAdapted’s pre-shop insights reveal a five-day window preceding New Year's Day, where consumers begin planning for their resolutions. This prime timeframe presents the perfect opportunity to launch strategic marketing campaigns to capture shoppers’ attention.

Resolution Themes and Aligning Your CPG Products

To further refine your advertising approach, let's delve into the specific products and categories that witness a surge in demand during the “resolution period” surrounding the new year:

• Laying the Groundwork (5 days before New Year’s Day): The focus here is on healthy living essentials, with consumers adding items like:some text
  • Vitamins
  • Melatonin
  • Other health-boosting supplements
• Resolution Fever (1 day after NY): The initial post-resolution shopping intent signals show a rise in demand for:some text
  • Protein shakes
  • Low-carb and low-calorie foods
• Quitting to Stay Ahead (2 days after NY): As consumers prioritize quitting smoking, there's a spike in consumers listing products like:some text
  • Nicotine patches
  • Gum
  • Smoking cessation aids
• Drinking it Up (5 days after NY): The focus shifts towards healthier beverages, with an increase in:some text
  • Diet soda
  • Tea
  • Kombucha
  • Sparkling water
• Sustaining the Momentum (6 days after NY): Consumers stay committed to their health goals by adding nutrient-rich items like:some text
  • Superfoods
  • Vegetables
  • Salads
  • Avocados
  • Fruits

By understanding this timeline and the corresponding product trends, CPG brands can strategically align their marketing efforts and curate product offerings that better support consumer demand.

The Second Chance Window: Capitalizing on Renewed Resolve

AdAdapted's pre-shop intent insights reveal a critical window between December 26th and January 6th, where consumers actively research and plan their resolution-based purchases. This initial period offers a prime opportunity to target them with tailored messaging that resonates with their goals.

But wait, there's more! Interestingly, there's a "second chance" window in early March where health-conscious grocery items resurface on shopping lists. This new resurgence could be due to post-holiday indulgences, spring break prep, or a renewed commitment to resolutions. Regardless of the reason, this window presents another chance for advertisers to reconnect with consumers actively researching health-focused CPG products.

Optimizing Your Marketing Strategy for the Resolution Rush

By incorporating the pre-shop resolution timeline into your marketing strategy, CPG brands can achieve the following:

• Effective Campaign Timing: Focus your advertising efforts during the peak planning period and the initial stages of resolution implementation.
• Tailored Product Offerings: Ensure your product lineup aligns with the most popular resolution themes.
• Compelling Messaging: Help craft personalized advertising campaigns that resonate with consumers' goals and aspirations.

Ready to tackle the New Year's resolution market with data-driven precision? 

While CPG digital advertisers understand broader shopping cycles, pinpointing the exact moments when consumers are most receptive can be challenging. Harnessing that pre-shop intent information reduces unnecessary ad spend, boosts product sales, and helps foster repeat purchases. 

At AdAdapted, we're not just marketers; we're consumers too. That's why we provide CPG brands with unparalleled insights into pre-shop intent, helping you optimize your campaigns for maximum impact. Our unique audience data empowers you to connect with consumers at every stage of their resolution journey, from planning to purchasing. Let's partner to ensure your brand is front and center when helping consumers achieve their goals in 2025.