Manufacturers of consumer packaged goods are expected to shift their marketing mix to invest more heavily in shopper marketing strategies, according to a recent study conducted by Deloitte Consulting LLP for the Grocery Manufacturers Association (GMA).

While the concept of shopper marketing has been in vogue for several years, the study points to an increase in awareness and sophistication, as well as spending. Results showed that while overall marketing budgets are growing at 2 percent Compound Annual Growth Rate (CAGR), shopper marketing funds are growing at 21 percent and 26 percent CAGR for manufacturers and retailers respectively.

The report, titled Shopper Marketing: Capturing a Shopper's Mind, Heart and Wallet, evaluates the current state of shopper marketing in the consumer packaged goods industry, identifies leadership practices in shopper marketing and recommends go-to-market strategies for shopper marketing.