Grocerant Niche Meal Components Multicultural Flavors Drive Adoption

 

At the intersection of what’s for dinner, a time starved consumer, is an industry undercurrent of authentic meals and meal components with flavors from countries around the world that most Americans have been exposed to at a local restaurant, like, and want more of but don’t have any inclination on how to cook according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Thus, consumers are migrating too grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food from every sector of retail foodservice today according to Johnson increasingly at grocery stores via the ‘service-deli’.  

Recently, Acosta, released its second “The Why? Behind The Buy: Multicultural Shopper Insights” report, detailing grocery shopping trends and behaviors of multicultural consumers.

So, with $3.9 trillion in buying power, according to a 2019 University of Georgia report, Hispanic, Black and Asian shoppers in the U.S. are making an impact on the grocery industry. According to Acosta’s research, online grocery shopping among all shopper groups grew last year, with Hispanic (29%), Black (33%) and Asian (40%) shoppers expecting to spend even more online in the future – indicating the influential role consumer behaviors play in the retail market. All looking for time saving solutions according to Johnson.

“Multicultural households continue to be a driving force of purchasing power and will account for half of the U.S. population in less than 25 years,” said Acosta Executive Vice President of Business Intelligence Colin Stewart. Even as important is the exposure all Americans have had to this authentic comfort foods from around the world.

Acosta’s research provides in-depth insight into multicultural consumers’ evolving grocery shopping habits and preferences including:

Traditional channels like grocery stores and mass merchandisers still dominate the landscape, but online grocery shopping gained momentum in 2020 across all shopper segments.

·         54% of Hispanic consumers shop for groceries online, and these shoppers spend 42% of their monthly grocery dollars online.

·         41% of Black consumers shop for groceries online, and these shoppers spend 39% of their monthly grocery dollars online.

·         41% of white consumers shop for groceries online, and these shoppers spend 38% of their monthly grocery dollars online.

·         40% of Asian consumers shop for groceries online, and these shoppers spend 39% of their monthly grocery dollars online.

Note: While all online shopper segments spent about 40% of their grocery dollars online, multicultural shoppers are most likely to increase their spending in the future.

·         40% of Asian shoppers expect to spend even more money online grocery shopping in the future.

·         33% of Black shoppers expect to spend even more money online grocery shopping in the future.

·         29% of Hispanic shoppers expect to spend even more money online grocery shopping in the future.

·         25% of white shoppers expect to spend even more money online grocery shopping in the future.

When asked about their levels of enjoyment while shopping for groceries, multicultural households were far more likely to enjoy the experience than white shoppers. So, here is our question.  How are you helping them save time not cooking from scratch?  Are you offering comfort food with flavor from around the world?

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

Whar's for Dinner Men, Marketing and Menus

What’s for Dinner?  Well according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® it’s time to ask dad what’s for dinner. 

Meals, menus, cooking and dinner have evolved and in 2018 we live in a world in which 80% of Millennial dads claim primary or shared grocery shopping responsibility in their households (compared to 45%in previous generations), and many are taking on cooking responsibilities as well.  

Here are seven opportunities that Katie Shanagher identified for brand marketers to think about when targeting Millennial dads:

1. If you’re a brand facing competition from lower-priced competitors. 

Millennial dads are more willing to pay more for quality than Millennial moms, who are more likely to prioritize price in their grocery purchase decisions. In our research, 40% of Millennial dads claimed “quality” was the most influential factor when deciding between multiple brands vs. only 26% of Millennial moms. The reverse was true for Millennial moms. 

2. If you’re a clean-label brand. 

While the general industry narrative is that mom is the parent most concerned about nutritional quality, when it comes to Millennial parents, our research suggests the opposite: 71% of these involved Millennial dads claimed that they “often” or “always” read ingredient labels before choosing which product to buy, versus only 53% of Millennial moms. 

3. If you’re a brand competing on the store perimeter.

We’ve all heard about Millennials migrating away from the center of the store, and perhaps the Millennial dads who cook and shop are partially to blame for this trend. Millennial dads are more likely than Millennial moms to claim they often or always stick to the edges of the store when shopping (42% vs. 28%), while moms are more likely to say they always walk up and down the aisles (70% vs. 61%).  

4. If you’re a brand that gets significant volume from in-store decision-making.

Millennial dads are more likely to be seeking or open to inspiration in-store than Millennial moms: 47% of Millennial dads claim they always or often look for meal inspiration in-store, vs. only 31% of moms. 

5. If you’re a brand that promotes kitchen creativity and fun.   

These dads don’t just look for inspiration in-store, they carry that desire for creativity and fun to the kitchen: 43% claim “fun” is a benefit of cooking at home, and 46% describe preparing meals as a creative outlet (vs. 25% and 34% respectively for moms). 

6. If you have distribution at non-traditional outlets. 

Millennial dads are much more likely than Millennial moms to shop for groceries at outlets like club and drug stores, while moms are more likely to stick to grocery and mass. 

7. If you want to grow your e-commerce business. 

Dad’s affinity for non-traditional outlets continues to online as well. Dads are more likely than moms to shop for groceries on Amazon.com (27% vs. 12%), retailer websites (26% vs. 12%), and to use grocery delivery services (19% vs. 8%). 

Success does leave clues 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 a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email: Steve@FoodserviceSolutions.us