23 Huge Misconceptions About the Grocery Business, According to Its Emerging Leaders

Lizzi Ackerman
Co-Founder and CMO, Birch Benders


I think one of the greatest misconceptions is that conventional and mass retailers aren't willing to embrace new trends like paleo, protein, grain-free, etc. Although these trends might have been considered too niche for stores like Walmart, Target and Kroger five years ago, we've seen that conventional and mass retailers are now actively seeking innovative and differentiated brands in their categories because these products perform better than legacy brands. That’s also why we’re seeing more and more conventional retailers integrating their natural and conventional sets in a given aisle of a store instead of relegating natural products to a different aisle (as they used to do). 
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