Shopper Marketing Budgets Climbing

The most recent AdAge Magazine has an interesting article on how brands and retailers are increasing spending to gain shopper insights. The article suggests it's hard to pinpoint how much is spent on shopper marketing, but estimates range from $3 billion to as high as $18 billion. The Grocery Manufacturers Association said in 2007 that manufacturers would boost their shopper marketing dollars by 21% each year through 2010. Our shopper marketing agency works very closely with several banners of Delhaize America, including Bloom and Food Lion supermarkets and we are seeing more and more opportunities for them to partner with national CPGs on in-store executions.