Introduction

This project explores consumer purchasing trends for healthy products using data from the completejourney dataset. It integrates transaction, demographic, and promotional data to analyze purchasing behaviors across different age groups. Key objectives include filtering for healthy product categories, understanding buying patterns over time, and visualizing trends. The project employs R Markdown and utilizes libraries like dplyr, ggplot2, and lubridate to process and visualize the data, providing insights into consumer behavior in the grocery sector.

Libraries & Packages

#Load Libraries
library(dplyr)
library(ggplot2)
library(lubridate)
library(completejourney)

Plots

Patterns shown in the graph

The graphs indicate a gradual increase in healthy product purchases over time, with seasonal fluctuations suggesting higher sales during specific months, possibly due to New Year resolutions or seasonal availability. Among different age groups, middle-aged consumers (35-44 and 45-54) consistently lead in total spending, indicating a strong preference for health-conscious shopping. Younger age groups, such as 25-34, show a moderate but fluctuating trend, with occasional spikes, possibly driven by promotions or evolving dietary preferences.

A long-term upward trend is evident across all major age groups, reinforcing the growing demand for wellness-focused products. The 45-54 age group remains the dominant consumer segment, while 35-44 follows closely with steady spending patterns. The 25-34 group, though less consistent, shows signs of increasing interest, suggesting potential market growth. These patterns provide valuable insights for businesses looking to target health-conscious consumers, emphasizing the need for tailored marketing strategies to sustain and expand the healthy product market.

Summary

This project follows a structured workflow involving data preparation, processing, and visualization. Datasets are merged to include demographic details, and transactions are filtered for healthy product categories. Monthly purchase trends by age group are analyzed, highlighting top consumers of healthy products. The visualizations incorporate trend lines to showcase increasing or decreasing demand. By leveraging data-driven insights, this project helps identify key purchasing behaviors, offering valuable information for businesses in the retail and grocery industry.