Understanding the Most Important Shopper: The CPG Industry and Data-Driven Insights



Mom’s control the shopping cart. . . How can CPG brands better understand the most important shopper in the household?

Staying up to speed with the ever-changing wants and interests of consumers is a challenge for the Consumer Packaged Goods (CPG) industry. The once dominant CPG giants, who traditionally came out on top because of their economies of scale and advertising dollars, are now struggling to keep up with consumer trends. To compete, stay relevant, and apply agile strategies CPG brands must intimately understand their target consumer and keep their finger on the pulse of the market.

One of those target consumers, and arguably the most important, are Moms. Moms are essentially the CFO of the household, and according to Tuning Into Mom, contribute an estimated $2.45 trillion in direct spending in the USA. It’s no wonder CPG brands have identified “Moms” as an important target consumer.

“Moms contribute an estimated $2.45 trillion in direct spending in the USA.”

But how can CPG brands unpackage what matters most to Moms?

Historically organizations have grouped “Moms” into a single bucket, based on broad age-based characteristics. However, this broad categorization method doesn’t tell us who Moms really are – what they are interested in, influenced by, and value. This method tells us only a very shallow story. While we can make broad assumptions about what may or may not be relevant to this group based on demographics, it is not quantifiable. Not every Mom wants the same product or has the same values. So, if broad categorization is becoming obsolete how can we unpackage who the target consumer - Mom - really is?

Interest-based segmentation presents a powerful and unique opportunity for CPG brands to understand their consumers intimately. The most forward-thinking CPG brands recognize that to create timely, relevant strategies that resonate, they need access to high-quality insights generated at the speed of culture.

Who are American Moms?

Using Affinio, we analyzed 399,649 Twitter users who self-describe as "Mom" or "Mother" and live in the "USA." On social media, audiences naturally form into communities based on their shared interests and culture. Using unsupervised segmentation, we can understand how these Moms naturally form into interest-based communities. After all, not all Moms are the same!

Below is an audience visualization of the Moms in the USA.

Affinio performed an unsupervised segmentation of 399,649 Twitter users who self-describe as "Mom" and "Mother" and live in in the "USA."

Immediately we can see different segments including Corporate Moms, Moms Who Love Celebrity Gossip, Teacher Moms, and more. What they value and who influences them changes from segment to segment. Although we know all of these segments are Moms, what makes them different? Affinio lets you unpackage each segment and hone in on their cultural identity.

Affinio exposes the top shared interests (including celebrities, media, organizations, and brands), self-described locations, biographical keywords, links shared, content favorited, and many more attributes. Based on the top traits of an audience, we can assign a name to each audience segment. As an example, let’s look at the top interests of two segments: Corporate Moms and Celebrity Gossip Moms. We named one segment Corporate Moms because they self-described with words such as “Working” and “Professional.” We named the other segment Celebrity Gossip Moms because of their high-affinity to gossip publications and their interest in celebrities.

Interests of Corporate Moms

Top Interests of the Corporate Mom featured above, include individuals such as Oprah Winfrey, Anderson Cooper, Barack Obama, and Hillary Clinton; brands such as Whole Foods, Starbucks, Target, and Amazon; and media and publications such as CNN, The New York Times, and The Huffington Post.

Interests of Celebrity Gossip Moms

Top Interests of the Celebrity Gossip Moms featured above, include individuals such as reality stars Khloe Kardashian, Nicole Polizzi, and Kendra Wilkinson; brands such as Sephora, Victoria’s Secret, Urban Decay, and NYX Professional Market; and media and publications such as E News, Perez Hilton, and People Magazine.

While both of these segments fall under the broad category label “Moms,” their interests and affinities to individuals, brands, and media are starkly different. Would you market to these Moms the same way?

How can CPG brands activate target audiences?

Today it is not enough for CPG brands to employ broad advertising strategies and offer discounts on products – consumers want real value. Consumers want to purchase from the companies that align with their values and lifestyles. Audience insights mined by Affinio reveal what consumers value most. It is up to CPG teams to take these insights and turn them into impact.

Affinio has multiple use cases for the CPG industry, including, but not limited to:

Create cross-department buyer personas
CPG brands can leverage Affinio’s deep audience insights, that combine psychographic and demographic data, to create robust, data-driven buyer personas (not limited to Moms!). Use these personas as a consistent reference point, across every department, when targeting, informing strategies, ad placements, influencer selection, creating content, building new products, and more. By providing consistent audience insights, Affinio helps CPG brands apply a unified cultural strategy.

Monitor changing audience dynamics
What about changing audience dynamics and trends? Monitor how the interests of an audience segment change over time to ensure your communications are always relevant. Benchmark how marketing initiatives are performing by monitoring how audience segments are growing, shrinking, or emerging.

Benchmark competitive position
Using Affinio, CPG brands can understand what percentage of an audience segment you hold over your competitors. This competitive information tells CPG brands which audience segments their brand 'owns.' Not only that, but Affinio also helps to identify hidden market opportunities or audience segments they want to conquest.

Research your target audience by region
Use Affinio to understand how the interests and influences of your target audience change on a city, region, country, and worldwide level. Understand the cultural differences between “Mums” in the UK and “mamãe” in Brazil.


Interested in learning more about how Affinio can help your organization? Request a demo.