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INSIGHTS TOP PRIORITIES FOR WINNING THE SHOPPER IN 2021 As most of us kick off 2021 with a heavy dose of reflection on the previous year, it’s important the grocery industry can identify the big changes we’ve seen in shopper behaviour that are temporary, and which changes are – given the longer-term shopper trends and other external factors – more permanent. By Shopper Intelligence Managing Director Simon Ford. Understanding the grocery shopper mindset is the key to predicting what shoppers will do tomorrow. Here are the three priorities grocery retailers and suppliers need to focus on in 2021. Re-evaluate value/premium tiering in your category Is your brand positioning still as relevant/competitive as it was 12 months ago? Not only is premium more important overall than it was before Covid, but categories have changed as well. Of the 200 categories we measure across the store, nine new ones entered the top 20 in the past year for importance of premium. 14 CONVENIENCE WORLD JAN/FEB, 2021