A “shifter” sounds like something straight out of a vampire movie, but the consumer segment is one that CPG marketers need to take note of, according to the latest survey from Numerator.

The consumer insights firm describes the “channel shifter” as someone who changes the kind of store or platform they shop at based on their needs. And it is one of the most rapidly growing, making up 17% of total store spending, up from 6% a year ago.

Right now, the group is shifting to club and dollar store channels, as well as Amazon, all thanks to the rising costs of goods and services eroding purchasing power. In fact, 50 million more trips were made in emerging channels due to an increase in purchase frequency year over year.

These trends are here to stay, Numerator claims: 90% surveyed shifters plan on maintaining their proportionate spend to Club, Dollar and online channels.

Numerator points to the fact that higher prices for essential items makes it challenging for households to meet daily needs. Consumers are actively seeking to ease their burden, making conscious decisions: 61% are very concerned about inflation and the economy” One of most important reasons they are looking elsewhere, is that their financial household situation has not improved: 4 in 5 households did not see status rise compared with 2022, so shifters had to look for options to suit their circumstances.

According to Numerator’s study, shifters turn to Amazon for the variety and the coupons. They also perceive dollar store channels as clean and not crowded for quick in-and-out purchases, particularly to people to live nearby. Those who are shifting to club channels, meanwhile, are primarily from higher-earning households, dispelling myths that the channel caters to lower income household shoppers. In fact, “prospering shifters” experiencing minimal inflationary impact are turning to club, and at higher rates than those with neutral or struggling finances.

The right brand strategy by channel is important to capture fair share from shoppers.

“It’s important to analyze who these shoppers are and how to differentiate them,” says Edward Matthews, consultant, consumer insights, Numerator, who warns that marketers cannot treat the segment as homogenous. According to Matthews, each channel offers unique value perceptions and that “compelling trade marketing is an important lever for manufacturers.”