Matrix Group Serves as Architect for FMI U.S. Grocery Shopper Trends Web Experience

June 09, 2021

FMI-Explore-the-U-S-Grocery-Shopper-Trends-ReportMatrix Group, a leading digital marketing and consulting agency in the Washington, D.C. area, recently launched a new microsite to promote FMI - The Food Industry Association’s U.S. Grocery Shopper Trends 2021 analysis.

It will surely come as no surprise that there were big changes in shopping behaviors and habits over the past year, due to the COVID-19 pandemic. While FMI’s annual U.S. Grocery Shopper Trends report is always highly sought-after year after year for its great insights and predictions for the future, the pandemic caused massive shifts in grocery shopper trends, making this report even more coveted this year. The FMI 2021 report, developed in partnership with the Hartman Group, offers a window into consumers' habits, and explores how the focus on “being well” has translated into how consumers’ shop, cook and eat.

Similar to how the pandemic fundamentally changed shopping habits, FMI had to change the way they traditionally collected the data for this report. In the past, FMI would conduct in-person interviews and home visits. This year, FMI recruited a group of interview subjects who chronicled their shopping and buying habits via recorded videos and journal entries. Through this process, FMI amassed a collection of anecdotal video vignettes of real people talking about their experiences in their own words, which brings a new and exciting personal element to the report and campaign.

To showcase and promote this eye-opening report, FMI turned to their long-time digital partner, Matrix Group, to help design and develop a campaign website. The 2021 U.S. Grocery Shopper Trends report website:

  • Showcases FMI’s rich research, with beautiful branding and clear calls-to-action.

  • Features a collection of video vignettes, providing a window into the research findings.

  • Is built in the Sitefinity content management system, giving staff the ability to easily maintain the website.

“Grocery shopping in the U.S. has fundamentally changed in the last year, so we wanted to humanize the data  and offer users a peek into the minds of grocery shoppers,” said Heather Garlich, senior vice president of communications, marketing & consumer/community affairs at FMI. “In a short timeline, Matrix Group was able to bring the research insights to life with an engaging design and user experience that serves as a focal point of our campaign.”  

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About FMI - The Food Industry Association

As the food industry association, FMI works with and on behalf of the entire industry to advance a safer, healthier and more efficient consumer food supply chain. FMI brings together a wide range of members across the value chain — from retailers that sell to consumers, to producers that supply food and other products, as well as the wide variety of companies providing critical services — to amplify the collective work of the industry.  Learn more at

About Matrix Group International, Inc.

Matrix Group is a leading digital marketing and consulting agency in the Washington, D.C. area specializing in web design, development, AMS, virtual and hybrid meetings, integration, branding, mobile and e-marketing services. Clients hire us to solve these challenges: Increase member or stem membership decline; increase member/customer retention with a compelling set of web, mobile, social and AMS offerings; reach new audiences with a clear brand; and increase staff productivity by integrating various back office systems.

Want to learn more about how to become a high-performing organization through digital? Get in touch!