45% of people said they're just buying less groceries.

Right now, based on the data that we've just looked at, everybody is going towards conventional.

And the Gen Z and millennials are even more likely to be channel shifting based on the price pressure.

Welcome to the Startup CPG podcast. I'm your host,

Jesse Freytag. At the time of recording, the numbers for the latest Food at Home Index had

increased 10.2% over the past 12 months. So what does that mean? How can we plan and adjust for

inflationary times as emerging CPG brands knowing shopper behaviors are changing?

Luckily, we have access to awesome natural shopper data experts, and today we get to chat with Jessica Malick,

VP of Marketing and Insights at Social Nature, an all-in-one shopper marketing platform for natural CPG brands

to successfully launch products at retail.

With over 1 million users in their community, they have great data on how natural shoppers are

currently responding to these inflationary times. Listen in to hear Jessica share about what

changes consumers are making to their shopping habits in the current economic environment,

including behavior changes related to channels, categories, health goals, and changes consumers are making to their shopping habits in the current economic environment,

including behavior changes related to channels, categories, health goals, and spending,

differences across generations including Gen Z, Millennials, Gen X, and Baby Boomers,

winning strategies for getting and keeping new consumers in today's macroeconomic conditions,

top tips on successful product launches in today's macroeconomic conditions, top tips on successful product launches

in today's retail environment, ideas for engaging your current customer base to grow lifetime value

and influence, and more.

Hi, Jessica. Welcome to the show today. So happy to have you back. How are you?

Well, thank you, Jesse. Thanks for having me back.

...