There’s a period that runs roughly from December 26 through mid-January, dubbed “quarter 5,” that helps retailers and CPGs tackle their end-of-year goals while setting them up for the year ahead. While many take a step back from work after a successful holiday season, there are a few more weeks of sustained growth to be enjoyed.
“It’s this secret time period… where consumers are open-minded to new purchase behaviors and habits,” Brian Spencer, marketing director of Kroger Precision Marketing at 84.51. told The Food Institute.
“[They’re] thinking about resolutions and all that post-holiday activity such as returns, gift cards, and grocery stock-up trips.”
Consumer willingness to experiment is key for CPGs and retailers looking to merchandise higher-margin specialty products.
Moreover, New Year’s resolutions contribute to consumers’ desire to eat more better-for-you or wellness products. However, Spencer warned that too often retailers lean heavily into these areas, thus saturating the market while everyday essentials and “pantry and fridge staples” get overlooked.
