RETHINK Retail’s 2025 Grocery Trends Report:
Realizing Value with Unified Commerce
The grocery industry is under pressure from all sides. Tariff shifts are disrupting fresh imports. Shoppers are visiting more stores but trusting fewer brands. And as AI-powered systems move from the back office to the front of the store, the stakes around transparency, pricing, and shopper experience have never been higher.
RETHINK Retail’s 2025 Grocery Trends Report, developed in collaboration with VTEX, T-Mobile for Business, and VusionGroup, is your guide to navigating this critical juncture. This report dives into the forces reshaping grocery retail today and uncovers the strategies forward-thinking grocers are using to stay agile, aligned, and ahead of the curve.
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Your Guide to
Grocery Innovation in 2025
What does it take to thrive in an increasingly chaotic grocery market? This report breaks down the defining challenges – from shifting trade policies to the rise of Gen Z – and reveals how grocery leaders are building unified, future-ready operations. With insights from Eataly, KellaNova, Bayer Pharmaceuticals, and more, you’ll uncover proven approaches to staying competitive in an evolving market. Discover actionable insights to strengthen shopper trust, harness emerging technologies, and create smarter, more resilient strategies across every channel.
Key Takeaways…
AI That Works- And Works Together
Explore how leading grocers are using AI to create seamless shopper experiences, reduce stockouts, and optimize labor – while maintaining trust and transparency.
Gen Z Is Calling the Shots
From TikTok recipes to digital wallets and values-driven loyalty, this rising generation is changing how—and why—groceries are bought.
The Cost of Fresh Is Getting Higher
New tariffs are making imported staples like tomatoes more expensive. Learn how retailers are responding with local sourcing, pricing tech, and private label innovation.
The Shelf is the New Frontline
Discover how digital shelf solutions, real-time inventory visibility, and stronger infrastructure are rebuilding shopper confidence in every aisle.
Meet the Experts
Roopi Crowley
Managing Director of Retail, T-Mobile for Business
Roopi Crowley leads T-Mobile for Business’s retail division, helping brands implement secure, high-performance network infrastructure that supports in-store mobility, AI deployment, and seamless omnichannel experiences. Her work enables grocers to maintain operational agility while strengthening both employee and shopper connectivity.
Thaddeus Segura
Senior Vice President of Product, VusionGroup
Thaddeus Segura is the product leader behind VusionGroup’s intelligent retail technologies. He drives innovation across shelf-edge digital systems and real-time data solutions, helping retailers modernize the store experience and improve execution at scale. Thaddeus is a frequent voice on the future of in-store transformation and frictionless grocery design.
Rodrigo Dellacqua
Co-Founder and Executive Vice President of Grocery, Food and Beverage, VTEX
As Co-Founder of VTEX, Rodrigo Dellacqua brings decades of leadership in grocery and unified commerce. He works closely with enterprise retailers to integrate AI, cloud-native platforms, and operational frameworks that balance flexibility, efficiency, and trust across the grocery journey.
Lauren Porten
Director of Digital, Eataly North America
Lauren is an Ecommerce leader with experience across CPG, QSR, and hospitality, driving digital growth in DTC, marketplaces, Amazon, and B2B. She has scaled beloved brands like Eataly, West Elm, Victoria’s Secret, Murray’s Cheese, and Barstool Sports through customer-first strategies and omnichannel innovation. She lives in New York City.
Tomissa Smittendorf
Senior Director of Commercial Capabilities, KellaNova
Tomissa Smittendorf is a visionary leader with 35 years of experience across Sales, Supply Chain, HR, and Learning & Development. She leads enterprise-wide capability strategies that integrate immersive tech, executive learning, and AI-powered development. A frequent contributor to leadership podcasts, Tomissa is shaping the future of L&D across CPG.
Ajay Sharma
Vice President of eCommerce & OmniChannel, Target and Emerging Platforms, Bayer Consumer Health
Ajay Sharma leads Bayer’s end-to-end eCommerce and omnichannel commercial strategy across Target and emerging platforms. A recognized voice in the digital retail space, he’s been featured at Cannes Lions, Shoptalk, Groceryshop, and more. Ajay brings global experience from Bayer, Coca-Cola, and market leadership in the UK and Switzerland.
James Tenser
President and Storyteller-in-Chief, VSN Media, LLC
Author of Tactics for the Tomato Wars: Tariffs and the Rising Cost of Fresh, James Tenser is a veteran B2B retail storyteller and analyst. As President of VSN Media, he helps retail tech providers clarify and communicate their value through strategic content. His expertise spans shopper marketing, merchandising, and digital transformation.
Vineta Bajaj
Group CFO at Rohlik Group (formerly); incoming Group CFO, Holland & Barrett
Author of From Price Tags to Priorities: How the Rising Gen-Z Shops for Meaning, Vineta Bajaj is a global finance leader with deep experience across grocery, digital retail, and high-growth tech. As former Group CFO at Rohlik Group and incoming CFO at Holland & Barrett, she’s helped scale businesses across Europe, raise capital, and champion purpose-led transformation.
Todd Hassenfelt
Global Digital Commerce Senior Director of Strategy & Execution, Colgate-Palmolive
Todd Hassenfelt is a digital commerce leader with experience spanning sales, marketing, retail media, and the digital shelf. At Colgate-Palmolive, he drives omnichannel execution and strategic growth. Todd is widely known in the CPG community for his insights on LinkedIn and appearances on leading industry podcasts.
Melina Martelli
Strategic Design Leader in Food Retail Innovation, LATAM & Africa Market Specialist, IMS
Melina Martelli blends design strategy and retail innovation to create emotionally resonant, human-centered shopping experiences. Through her work at IMS, she’s helped food retailers across LATAM and Africa rethink store environments, brand storytelling, and customer discovery.