CPG

Household penetration and volume are down, and brands are crowding the same few national retailers in search of growth. But a massive opportunity lies where most aren’t looking: independent grocers. Independent grocery stores account for nearly one-third of the U.S. grocery market — a $50 billion segment often overlooked in favor of big-box chains. These stores aren't smaller versions of national retailers; they’re agile, trusted, deeply embedded in their communities, and uniquely positioned to support emerging brands. Unlike algorithm-driven big-box media networks, independents thrive on relationships, local culture, and authenticity. They allow brands to stand out with less competition and more meaningful engagement. Organizations like the Independent Grocers Alliance (IGA) are giving these retailers powerful tools — geo-targeting, localized media, and community-first storytelling — that turn store visits into loyalty. Crafted is tapping into this potential by connecting brands with local creators who drive influence where it matters most: in-store. While others chase digital ads, smart brands are capturing real attention on the shelves of trusted neighborhood stores like Nam Dae Mun Farmers Market in Atlanta. The takeaway? Stop chasing the crowd. Start owning the moment. Independents aren’t a fallback — they’re your most overlooked growth unlock.