Brand | Beyond Target Audiences: The New Way CPG Brands Should Think About Consumers
A case study on Trader Joe’s led to rethinking on consumer segmentation
A case study on Trader Joe’s led to rethinking on consumer segmentation
When I was diving into my case study on Trader Joe’s customer segmentation, I expected to find the usual suspects — urban dwellers, students, and young professionals in their 20s and 30s. But what I discovered was far more intriguing: Trader Joe’s has managed to attract people across all demographics, breaking the traditional segmentation.
How did they pull this off?
Because the way we define a “fulfilled life” is evolving. More than just seeking happiness (a life of comfort and joy) or meaning (a life of purpose and impact), many consumers today crave psychological richness — a life full of novel experiences, exploration, and unexpected discoveries.
The Science Behind Psychological Richness
This idea struck me when I came across the book Life in Three Dimensions: How Curiosity, Exploration, and Experience Make for a Fuller, Better Life by University of Chicago psychology professor Shigehiro Oishi. His research challenges the traditional view that people only seek happiness or meaning. Instead, many are drawn to a third dimension: psychological richness, a life filled with diverse and transformative experiences. These experiences can sometimes include negative emotions, but they often lead to shifts in perspective and personal growth.
Think about figures like Anthony Bourdain — people who prioritize exploration, cultural curiosity, and moments that shift their worldview. These are the people Trader Joe’s is attracting.
Trader Joe’s: The Grocery Store for Experience-Seekers
For those who value psychological richness, a mundane grocery run isn’t just about stocking up on essentials — it’s an opportunity to explore. Trader Joe’s taps into this by offering a globally inspired, adventurous shopping experience that disrupts the routine:
Rotating, limited-edition products spark curiosity — every visit feels like a treasure hunt.
Globally inspired flavors (think: Ube Mochi, Everything But The Bagel seasoning) turn meals into mini travel experiences.
Playful branding & storytelling make everyday products feel unique and fun.
Trader Joe’s doesn’t just sell groceries — it sells an experience, giving shoppers an escape from the mundane into a world of surprise and discovery.
What This Means for CPG Brands: Selling Experiences, Not Just Products
For consumer packaged goods (CPG) brands looking to connect with this growing segment of experience-driven consumers, the key is to create novelty, diversity, and transformation.
These consumers are:
☑️ Curious — Always seeking something new.
☑️ Open to change — Willing to experiment with new brands, products, and categories.
☑️ Story-driven — Drawn to brands with depth, uniqueness, and adventure.
Some example of the Brands That Get It Right
🏡 Home & Lifestyle:
Blueland — Eco-friendly, dissolvable cleaning products packaged in minimalist, travel-friendly designs, appealing to nomads and sustainability-focused adventurers.
Aesop — A luxury brand blending global inspiration, storytelling, and a sensorial in-store experience.
💄 Beauty:
Drunk Elephant — A “mix-it-yourself” skincare approach that turns self-care into an interactive, exploratory ritual.
Youth to the People — Superfood-inspired skincare that merges wellness, global ingredients, and conscious beauty.
🥤 Food & Beverage:
Liquid Death — Canned water transformed into a bold, rebellious lifestyle brand, proving even water can be disruptive.
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