Millennials and Gen Z quest for discovery includes engagement with a halo of ‘better-for-you’ according to Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Grocery stores service deli’s, Convenience stores, Restaurants, Dollar Stores, and Drug Stores are all increasing the number for fresh food SKU’s that that offer seeking a larger share of dollars and share of stomach according to Johnson.
Echoing those findings recently was Colin Stewart, SVP at Acosta who stated ““The experiential factor is driving today’s shoppers to make food choices rooted in what will bring them personal satisfaction and enjoyment,”… “As we head into 2017, it’s important that brands and retailers think about how their product offerings contribute to grocery shoppers’ positive experiences from the moment the item is spotted on the store shelf to when it reaches their kitchen tables.”
In fact a recent report from Acosta they detailed many of the findings for 2017 and here they are:
1. Forty-five percent of shoppers eat healthy foods even though they are more expensive.
- Thirty-eight percent of shoppers agree, "I often buy natural/organic products because I know they are better for me."
- On a typical shopping trip, Millennial shoppers indicated that 39 percent of the items in their grocery carts were organic products, while total U.S. shoppers indicated just over 25 percent of the items in their typical carts were organic products.
4. Twenty-six percent of Millennial shoppers indicated they usually stay on the store perimeter — such as the produce, meat and dairy sections — only visiting select center-store aisles during stock-up trips.
- More Millennial shoppers are familiar with non-meat diet choices, with 18 percent following a non-meat/low-meat diet daily.
6. Nine in 10 shoppers indicated shopping most often at the same grocery retailers as last year.
- Fifty-four percent of shoppers enjoy the experience of shopping for ingredients to prepare the meals they have planned.
- Seventy-seven percent of shoppers are buying the same grocery brands as last year.
- Thirty-seven percent of shoppers want their grocery brands to be transparent about their ingredients, processing or production.
- Forty-six percent of shoppers agreed they want their grocery brands to be ones they can trust.
- Thirty-five percent of shoppers buy grocery brands that are socially responsible.
- Cooking as a culinary experience, not a chore
- Many shoppers enjoy the experience of planning and creating meals at home.
- Fifty-six percent of shoppers enjoy the experience of planning meals for their households.
- Sixty percent of shoppers enjoy preparing new dishes.
- Forty-five percent of Millennial shoppers want to take cooking classes to learn how to prepare new meals and dishes.
- Fifty-four percent of shoppers often check out new items in the grocery store.
18. sixty-one percent of shoppers have redeemed digital/mobile coupons in the past month for grocery items.
19. Fifty-nine percent of shoppers who have grocery e-commerce available said they had ordered grocery items online in the last year.
- Fifty-three percent of shoppers get recipe ideas online.
- Nineteen percent of shoppers — and 25 percent of shoppers with children — have posted food or recipe content to social media.
Stewart continued “From online grocery ordering and a desire to explore new foods, to natural products and socially responsible brands, consumers are at the wheel when it comes to steering the CPG industry in a new direction”. That direction has been and continues to be the Grocerant niche fresh prepared food. I guess success does leave clues and www.FoodserviceSolutions.us is one heck of a good clue.
www.FoodserviceSolutions.us is the global leader in grocerant niche business development. We can help you identify, quantify and qualify additional food retail segment opportunities. Has your company had a Grocerant ScoreCard completed? Want one? Call 253-759-7869 Email: Steve@FoodserviceSolutions.us