Success does
leave clues and Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® continues to find that
research firm after research firm continues to follow his lead edifying how,
why, and when consumers migrate from legacy channels of fresh food distribution
into or add grocerant food to their line-up customer follow.
Most recently
Beth Brickel, senior research director on the Insights and Innovation Team at EnsembleIQ edified Johnson’s
findings with a new study that found “while 42 percent of shoppers prioritize
"quick and easy" when the goal is to satisfy hunger, other
factors have more influence than simply convenience; 31 percent prioritize
quality and 25 percent prioritize selection and variety.
While Foodservice
Solutions® recent Grocerant Scorecards continue to find the top
two reasons to purchase grocerant niche prepared meals are 76.2% of consumers are
time starved, 69.3 % lack the cooking skill-set to prepared flavor profiled
meal.
Here are
some of Brickel’s study's other key takeaways that you might find interesting
they include:
Increasing
satisfaction with heavy c-store shoppers must remain a focus. And while beverages and snacks
should not be ignored, meal occasions are most at risk for the c-store shopper.
A majority
of all shoppers consider themselves health-conscious. But what does that really
mean? The No. 1 indicator of "healthy" in their eyes is freshness.
Think
household. Nearly
half of shoppers' purchase decisions (49 percent) are influenced by a
partner, while 41 percent are influenced by children.
Influence
on where to purchase is led by word-of-mouth. Digital resources are not far
behind, particularly for millennials.
Most
frictionless services, although underrepresented across convenience, perform
better elsewhere than at grocery or fast food. Frictionless services can
include mobile ordering, delivery services and more.
Concerns
about food freshness and quality are the top reasons preventing grocery and
fast-food shoppers from purchasing at c-stores. Their perceptions of
freshness are affected by store and merchandising cues that go beyond the
actual food, such as store cleanliness and an uncluttered interior.
Both
grocery and fast-food shoppers would be motivated by a selection that
offers more better-for-you options. Increasing this type of offering
could prompt higher purchase frequency.
Better
variety is the most requested change by c-store shoppers. Nearly two-thirds
of study participants (32 percent) listed selection/variety as their
response to an open-ended question on what they'd like to change about
c-stores.
Looking for success
clues of your own? Foodservice Solutions® specializes in
outsourced food marketing and business development ideations. We can help you
identify, quantify and qualify additional food retail segment opportunities, technology,
or a new menu product segment. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/ or www.twitter.com/grocerant
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