{"id":2624,"date":"2017-06-01T10:38:05","date_gmt":"2017-06-01T18:38:05","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=2624"},"modified":"2021-10-07T16:03:29","modified_gmt":"2021-10-08T00:03:29","slug":"in-retail-small-is-big","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/in-retail-small-is-big\/","title":{"rendered":"In Retail, Small is Big"},"content":{"rendered":"<p><span class=\"dropcap\">S<\/span>maller suppliers and retailers, it\u2019s your time.<\/p>\n<p>These companies have many reasons to feel hopeful, as their offerings exactly match many emerging market trends. The following trends prove small is in demand and, in several areas, how small companies can make a big impact.<\/p>\n<p><strong>Retail Reinvention as Opportunity<\/strong><br \/>\nMarket disruption means new opportunities for small companies. The CEO of consumer packaged goods (CPG) giant Mondelez, Irene Rosenfeld, calls today\u2019s retail market \u201cone of the most volatile and uncertain [periods] that I&#8217;ve seen in my 35 years in the industry.&#8221;<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_1');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_1');\" ><sup id=\"footnote_plugin_tooltip_2624_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_1\" class=\"footnote_tooltip\">Kell, John. Unpacking Big Food\u2019s Big Dilemma. Fortune. February 24, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>In retail today, shopper traffic and sales continue to flow away from large department stores, shopping malls and many national retail chains due to price competition from e-commerce and hard discounters \u2013 and toward smaller retail rivals that are more innovative and nimble.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_2');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_2');\" ><sup id=\"footnote_plugin_tooltip_2624_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_2\" class=\"footnote_tooltip\">Alldredge, Kari, Brandon Brown, and Max Magni. Playing catch-up: How to partner with the retailer of the future. McKinsey &#038; Company. June 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_3');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_3');\" ><sup id=\"footnote_plugin_tooltip_2624_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_3\" class=\"footnote_tooltip\"> Alldredge, Kari, Brandon Brown, and Max Magni. Playing catch-up: How to partner with the retailer of the future. McKinsey &#038; Company. June 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script>  <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Small-is-big.png?auto=format%2Ccompress\" alt=\"\" width=\"375\" height=\"313\" class=\"aligncenter size-full wp-image-2626\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Small-is-big.png?w=375 375w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Small-is-big.png?w=300 300w\" sizes=\"auto, (max-width: 375px) 100vw, 375px\" \/><\/p>\n<p>Experts predict marketing-savvy smaller retailers and consumer goods companies will benefit from the market changes, including consolidation of mass-market retail due to bankruptcies, store closures and acquisitions.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_4');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_4');\" ><sup id=\"footnote_plugin_tooltip_2624_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_4\" class=\"footnote_tooltip\">Persinos, John. Main Street\u2019s Revenge: Going \u201cSmall\u201d Is The Next Big Retail Trend. Investing Daily. May 19, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script>  <\/p>\n<p>Why? Small retail companies have the competitive advantage of greater agility, which allows them to promptly adapt to evolving consumer tastes. These companies may also identify lucrative market gaps and underserved niches that larger retail companies ignore. <\/p>\n<p>Small players can also win by providing a market alternative as the earnest David among retail Goliaths, as \u201cthere will always be push back against \u2018Big Business.\u2019\u201d <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_5');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_5');\" ><sup id=\"footnote_plugin_tooltip_2624_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_5\" class=\"footnote_tooltip\">Loria, Keith. Are job cuts the future of the food manufacturing industry? Retail Dive. February 21, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><strong>Supplier Trends<\/strong><br \/>\nAll major markets around the world have recently experienced a small-brand renaissance, which is terrific news for smaller U.S. suppliers of consumer goods.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_6');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_6');\" ><sup id=\"footnote_plugin_tooltip_2624_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_6\" class=\"footnote_tooltip\">Medeiros, Andre, Steffan Lauster, Steven Veldhoen and Ram Soundararajan. 2017 Consumer Packaged Goods Trends. Strategy&#038;. 2017<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>In the food and beverage sector, the largest manufacturers account for 45% sales, yet they represent a mere 3% of growth; much growth now comes from smaller manufacturers.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_7');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_7');\" ><sup id=\"footnote_plugin_tooltip_2624_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_7\" class=\"footnote_tooltip\">Alldredge, Kari, Brandon Brown, and Max Magni. Playing catch-up: How to partner with the retailer of the future. McKinsey &#038; Company. June 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Startups are \u201cwinning market share, shelf space, and consumer&#8217;s hearts,\u201d plus billions in venture capital, as investors see massive market potential for trends like the startup foodie niche.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_8');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_8');\" ><sup id=\"footnote_plugin_tooltip_2624_1_8\" class=\"footnote_plugin_tooltip_text\">8<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_8\" class=\"footnote_tooltip\">Kell, John. Unpacking Big Food\u2019s Big Dilemma. Fortune. February 24, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_8').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_8', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><span class=\"pull-left\">Investors see massive market potential for trends like the startup foodie niche<\/span><\/p>\n<p>Small players are outperforming their bigger rivals in 18 of the top 25 CPG categories, which market analysts attribute to small companies\u2019 authenticity, connection to local growers, healthy ingredients or quirky stories.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_9');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_9');\" ><sup id=\"footnote_plugin_tooltip_2624_1_9\" class=\"footnote_plugin_tooltip_text\">9<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_9\" class=\"footnote_tooltip\">Medeiros, Andre, Steffan Lauster, Steven Veldhoen and Ram Soundararajan. 2017 Consumer Packaged Goods Trends. Strategy&#038;. 2017<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_9').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_9', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>As proof that small suppliers are in demand, more large retailers are partnering with them because their products match what shoppers want, including the trends we explore below. <\/p>\n<p><strong>Retailer Trends<\/strong><br \/>\nIndependent retailers also enjoy greater demand. Last year\u2019s Small Business Saturday, which fell the day after Black Friday, set a new record by attracting 112 million shoppers, up 13% from 2015.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_10');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_10');\" ><sup id=\"footnote_plugin_tooltip_2624_1_10\" class=\"footnote_plugin_tooltip_text\">10<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_10\" class=\"footnote_tooltip\">Clifford, Catherine. Small Business Saturday saw a record 112 million shoppers this year. CNBC. November 28, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_10').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_10', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Even with the ease and convenience of online shopping may offer, many consumers still prefer to shop in physical stores, and they\u2019re even willing to pay a premium for the experience.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_11');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_11');\" ><sup id=\"footnote_plugin_tooltip_2624_1_11\" class=\"footnote_plugin_tooltip_text\">11<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_11\" class=\"footnote_tooltip\">Hibbs, Brian. Why local brick and mortar retailers need to rethink everything they know. Fortune. January 23, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_11').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_11', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> That may be because some shoppers seek a more emotionally rewarding shopping experience that mimics the feel of Main Street.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_12');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_12');\" ><sup id=\"footnote_plugin_tooltip_2624_1_12\" class=\"footnote_plugin_tooltip_text\">12<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_12\" class=\"footnote_tooltip\">Persinos, John. Main Street\u2019s Revenge: Going \u201cSmall\u201d Is The Next Big Retail Trend. Investing Daily. May 19, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_12').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_12', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><span class=\"pull-right\">Small Business Saturday 2016 set a new record,attracting 13% more shoppers than in 2015<\/span><\/p>\n<p>Independent retailers may satisfy shoppers\u2019 desire for an attentive personal touch. As hungry underdogs, small retailers may differentiate themselves with outstanding service to encourage customers to come back (and tell their friends about the terrific experience).<\/p>\n<p>The trend towards small is so hot that even mammoth retailers are choosing to shrink their store footprints to improve the customer experience. Major retailers like Target, Best Buy and Ikea have invested in smaller-format stores with more specialized assortments to deliver greater convenience, accessibility and speed.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_13');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_13');\" ><sup id=\"footnote_plugin_tooltip_2624_1_13\" class=\"footnote_plugin_tooltip_text\">13<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_13\" class=\"footnote_tooltip\">Retail Trends and Predictions 2017: 12 forecasts for the retail industry in 2017. Vend.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_13').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_13', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> <\/p>\n<p>Whole Foods also opened new Whole Foods Market 365 stores with smaller formats to save busy shoppers time.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_14');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_14');\" ><sup id=\"footnote_plugin_tooltip_2624_1_14\" class=\"footnote_plugin_tooltip_text\">14<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_14\" class=\"footnote_tooltip\">Stanger, Tobie. Faster, Fresher, Cheaper: The Grocery Shopping Revolution. Consumer Reports. May 23, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_14').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_14', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script>  Experts say the trend away from huge stores will continue, as customers value smaller, more specialized outlets.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_15');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_15');\" ><sup id=\"footnote_plugin_tooltip_2624_1_15\" class=\"footnote_plugin_tooltip_text\">15<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_15\" class=\"footnote_tooltip\">Here\u2019s what shopping will look like in 2017. World Economic Forum. 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_15').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_15', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><strong>What Shoppers Want<\/strong><br \/>\nSmall retailers and suppliers that align with today\u2019s top consumer trends have the greatest opportunity for success. Specifically, small suppliers and retailers can attract more consumers by selling products that are:<\/p>\n<ul>\n<li><strong>Innovative:<\/strong> Younger consumers prefer products that are new and innovative.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_16');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_16');\" ><sup id=\"footnote_plugin_tooltip_2624_1_16\" class=\"footnote_plugin_tooltip_text\">16<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_16\" class=\"footnote_tooltip\">Persinos, John. Main Street\u2019s Revenge: Going \u201cSmall\u201d Is The Next Big Retail Trend. Investing Daily. May 19, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_16').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_16', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Most (66%) Millennial shoppers purchased a new product on their last grocery shopping trip, as did 41% of Baby Boomers.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_17');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_17');\" ><sup id=\"footnote_plugin_tooltip_2624_1_17\" class=\"footnote_plugin_tooltip_text\">17<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_17\" class=\"footnote_tooltip\">Nielsen. Global Millennials: The We, More and Now Generation. September 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_17').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_17', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> In addition, 48% of Millennials and 34% of Baby Boomers are willing to pay a premium for innovative, new products.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_18');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_18');\" ><sup id=\"footnote_plugin_tooltip_2624_1_18\" class=\"footnote_plugin_tooltip_text\">18<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_18\" class=\"footnote_tooltip\">Nielsen. Global Millennials: The We, More and Now Generation. September 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_18').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_18', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<li><strong>Healthy:<\/strong> Surging popularity for the <a href=\"https:\/\/www.rangeme.com\/blog\/hungry-for-health-wellness-5-major-food-trends\/\">health and wellness<\/a> trend means consumers now prefer healthier foods rather than highly-processed snacks, which explains in part why many Big Food manufacturers\u2019 sales have slowed.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_19');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_19');\" ><sup id=\"footnote_plugin_tooltip_2624_1_19\" class=\"footnote_plugin_tooltip_text\">19<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_19\" class=\"footnote_tooltip\">Kell, John. Unpacking Big Food\u2019s Big Dilemma. Fortune. February 24, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_19').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_19', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> &#8220;People everywhere have become more attentive to their health and food choices,\u201d says Mondelez\u2019s Rosenfeld, and this trend has forced many multinational CPG companies to rethink their business strategies.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_20');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_20');\" ><sup id=\"footnote_plugin_tooltip_2624_1_20\" class=\"footnote_plugin_tooltip_text\">20<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_20\" class=\"footnote_tooltip\">Kell, John. Unpacking Big Food\u2019s Big Dilemma. Fortune. February 24, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_20').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_20', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<li><strong>Natural and organic:<\/strong> Related to the health and wellness trend, <a href=\"https:\/\/www.rangeme.com\/blog\/infographic-the-explosive-growth-of-natural-and-organic-timeline\/\">sales of natural and organic products have exploded<\/a>. Consumers want simpler, less processed food choices; they care about where their food comes from and how it\u2019s made, which has boosted demand for organic products.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_21');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_21');\" ><sup id=\"footnote_plugin_tooltip_2624_1_21\" class=\"footnote_plugin_tooltip_text\">21<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_21\" class=\"footnote_tooltip\">Loria, Keith. Are job cuts the future of the food manufacturing industry? Retail Dive. February 21, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_21').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_21', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Millennials are 38% more likely than their older counterparts to buy natural and organic goods, including health and beauty products.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_22');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_22');\" ><sup id=\"footnote_plugin_tooltip_2624_1_22\" class=\"footnote_plugin_tooltip_text\">22<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_22\" class=\"footnote_tooltip\">Nielsen. Brands That Are Building Momentum With Millennials. May 23, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_22').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_22', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> <\/li>\n<li><strong>Local:<\/strong> Millennials lead the <a href=\"https:\/\/www.rangeme.com\/blog\/local-products-loyal-shoppers\/\">\u201cbuy local\u201d movement<\/a> because they value authenticity and the personal, attentive shopping experience of buying local.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_23');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_23');\" ><sup id=\"footnote_plugin_tooltip_2624_1_23\" class=\"footnote_plugin_tooltip_text\">23<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_23\" class=\"footnote_tooltip\">Nielsen. Millennials in 2015: Retail Deep Dive. October 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_23').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_23', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Edelman Digital found 40% of Millennials prefer to shop local, even if it costs more. They value goods that are handmade and locally produced; they also want to know the story, history and heritage behind the items they purchase.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_24');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_24');\" ><sup id=\"footnote_plugin_tooltip_2624_1_24\" class=\"footnote_plugin_tooltip_text\">24<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_24\" class=\"footnote_tooltip\">Nielsen. Millennials in 2015: Retail Deep Dive. October 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_24').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_24', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<li><strong>Purpose-driven:<\/strong> Passionate small companies with a meaningful mission attract today\u2019s conscious consumers. Almost half of Millennials want to buy from companies with a strong social purpose or mission.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_25');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_25');\" ><sup id=\"footnote_plugin_tooltip_2624_1_25\" class=\"footnote_plugin_tooltip_text\">25<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_25\" class=\"footnote_tooltip\">Nielsen. Nielsen Unveils First Comprehensive Study on the Purchasing Power and Influence of the Multicultural Millennial. January 18, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_25').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_25', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> For instance, environmentally-minded companies and products are in demand, as consumers now pay attention to retail companies\u2019 <a href=\"https:\/\/www.rangeme.com\/blog\/sustainability-boosts-brand-awareness-trust-sales\/\">sustainability<\/a> efforts.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_26');\" onkeypress=\"footnote_moveToReference_2624_1('footnote_plugin_reference_2624_1_26');\" ><sup id=\"footnote_plugin_tooltip_2624_1_26\" class=\"footnote_plugin_tooltip_text\">26<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_2624_1_26\" class=\"footnote_tooltip\">Loria, Keith. Are job cuts the future of the food manufacturing industry? Retail Dive. February 21, 2017.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_2624_1_26').tooltip({ tip: '#footnote_plugin_tooltip_text_2624_1_26', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<\/ul>\n<p>Consumers also demand more artisan products, a trend we will explore in an upcoming post.<\/p>\n<p><strong>Less is More<\/strong><br \/>\nAs the retail sector reinvents itself, small suppliers and retailers can feel encouraged, knowing they have what shoppers want. These companies can use their small size, passion and persistence as advantages. By monitoring consumer trends, quickly adapting products to meet shoppers\u2019 needs and offering personal service, small retail companies can outshine their larger rivals.<\/p>\n<p>Stay tuned for our next post on 12 Ways Small Companies Can Win Big for practical tips on how to apply these market trends to your small business strategy.<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_2624_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_2624_1();\">[<a id=\"footnote_reference_container_collapse_button_2624_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_2624_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2624_1_1\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_1');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1,<\/a> <a id=\"footnote_plugin_reference_2624_1_8\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_8');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>8,<\/a> <a id=\"footnote_plugin_reference_2624_1_19\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_19');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>19,<\/a> <a id=\"footnote_plugin_reference_2624_1_20\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_20');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>20<\/a><\/th> <td class=\"footnote_plugin_text\">Kell, John. Unpacking Big Food\u2019s Big Dilemma. Fortune. February 24, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2624_1_2\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_2');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2,<\/a> <a id=\"footnote_plugin_reference_2624_1_7\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_7');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7<\/a><\/th> <td class=\"footnote_plugin_text\">Alldredge, Kari, Brandon Brown, and Max Magni. Playing catch-up: How to partner with the retailer of the future. McKinsey &#038; Company. June 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_3');\"><a id=\"footnote_plugin_reference_2624_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\"> Alldredge, Kari, Brandon Brown, and Max Magni. Playing catch-up: How to partner with the retailer of the future. McKinsey &#038; Company. June 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2624_1_4\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_4');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4,<\/a> <a id=\"footnote_plugin_reference_2624_1_12\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_12');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>12,<\/a> <a id=\"footnote_plugin_reference_2624_1_16\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_16');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>16<\/a><\/th> <td class=\"footnote_plugin_text\">Persinos, John. Main Street\u2019s Revenge: Going \u201cSmall\u201d Is The Next Big Retail Trend. Investing Daily. May 19, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2624_1_5\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_5');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5,<\/a> <a id=\"footnote_plugin_reference_2624_1_21\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_21');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>21,<\/a> <a id=\"footnote_plugin_reference_2624_1_26\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_26');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>26<\/a><\/th> <td class=\"footnote_plugin_text\">Loria, Keith. Are job cuts the future of the food manufacturing industry? Retail Dive. February 21, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2624_1_6\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_6');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6,<\/a> <a id=\"footnote_plugin_reference_2624_1_9\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_9');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>9<\/a><\/th> <td class=\"footnote_plugin_text\">Medeiros, Andre, Steffan Lauster, Steven Veldhoen and Ram Soundararajan. 2017 Consumer Packaged Goods Trends. Strategy&#038;. 2017<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_10');\"><a id=\"footnote_plugin_reference_2624_1_10\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>10<\/a><\/th> <td class=\"footnote_plugin_text\">Clifford, Catherine. Small Business Saturday saw a record 112 million shoppers this year. CNBC. November 28, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_11');\"><a id=\"footnote_plugin_reference_2624_1_11\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>11<\/a><\/th> <td class=\"footnote_plugin_text\">Hibbs, Brian. Why local brick and mortar retailers need to rethink everything they know. Fortune. January 23, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_13');\"><a id=\"footnote_plugin_reference_2624_1_13\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>13<\/a><\/th> <td class=\"footnote_plugin_text\">Retail Trends and Predictions 2017: 12 forecasts for the retail industry in 2017. Vend.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_14');\"><a id=\"footnote_plugin_reference_2624_1_14\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>14<\/a><\/th> <td class=\"footnote_plugin_text\">Stanger, Tobie. Faster, Fresher, Cheaper: The Grocery Shopping Revolution. Consumer Reports. May 23, 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_15');\"><a id=\"footnote_plugin_reference_2624_1_15\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>15<\/a><\/th> <td class=\"footnote_plugin_text\">Here\u2019s what shopping will look like in 2017. World Economic Forum. 2017.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2624_1_17\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_17');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>17,<\/a> <a id=\"footnote_plugin_reference_2624_1_18\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_18');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>18<\/a><\/th> <td class=\"footnote_plugin_text\">Nielsen. Global Millennials: The We, More and Now Generation. September 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_22');\"><a id=\"footnote_plugin_reference_2624_1_22\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>22<\/a><\/th> <td class=\"footnote_plugin_text\">Nielsen. Brands That Are Building Momentum With Millennials. May 23, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_2624_1_23\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_23');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>23,<\/a> <a id=\"footnote_plugin_reference_2624_1_24\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_24');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>24<\/a><\/th> <td class=\"footnote_plugin_text\">Nielsen. Millennials in 2015: Retail Deep Dive. October 2015.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_2624_1('footnote_plugin_tooltip_2624_1_25');\"><a id=\"footnote_plugin_reference_2624_1_25\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>25<\/a><\/th> <td class=\"footnote_plugin_text\">Nielsen. Nielsen Unveils First Comprehensive Study on the Purchasing Power and Influence of the Multicultural Millennial. January 18, 2017.<\/td><\/tr>\r\n\r\n <\/tbody> <\/table> <\/div><\/div><script type=\"text\/javascript\"> function footnote_expand_reference_container_2624_1() { jQuery('#footnote_references_container_2624_1').show(); jQuery('#footnote_reference_container_collapse_button_2624_1').text('\u2212'); } function footnote_collapse_reference_container_2624_1() { jQuery('#footnote_references_container_2624_1').hide(); jQuery('#footnote_reference_container_collapse_button_2624_1').text('+'); } function footnote_expand_collapse_reference_container_2624_1() { if (jQuery('#footnote_references_container_2624_1').is(':hidden')) { footnote_expand_reference_container_2624_1(); } else { footnote_collapse_reference_container_2624_1(); } } function footnote_moveToReference_2624_1(p_str_TargetID) { footnote_expand_reference_container_2624_1(); var l_obj_Target = jQuery('#' + p_str_TargetID); if (l_obj_Target.length) { jQuery( 'html, body' ).delay( 0 ); jQuery('html, body').animate({ scrollTop: l_obj_Target.offset().top - 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