Foodservice Solutions® team continues to believe that
Whole Foods is dynamic not static as our Grocerant Guru® Steven Johnson explained
yesterday when Whole Foods announced
that Snap Kitchen sell grocerant
niche Ready-2-Eat fresh prepared meals at some of its stores.
The simple fact is Amazon owned companies are better at ‘looking
a customer ahead’ according to Johnson than just about any food retailer. Sure, Baby Boomers continue to eat, they just
don’t eat as much a millennials and Whole Foods knows that.
In new research from Whole Foods edified
what most food retailers knew but do not talk about that “Millennials will pay
more for higher-quality food and show a predilection for products promoting
health and wellness, transparent sourcing and environmental responsibility”. Let’s see just what else they found:
1. 68% said they would pay extra for high-quality food,
2. 53% would do so for high-quality nonfood items like personal care
and cleaning products, Whole Foods reported. However, those figures fall to 27%
and 20%, respective, for those who “strongly agree” they would be willing to
shell out more dollars for high-quality food and nonfood items.
3. Overall, 80% of respondents “strongly agree” (42%) or “somewhat
agree” (38%) that quality is important when it comes to buying food, according
to the online survey, conducted by YouGov for Whole Foods.
4. Fifty-two percent of Millennials said they would pay extra for
high-quality, healthy ready-made meals, with 19% strongly agreeing that
they would do so.
5. 67% of respondents try to eat healthy on a daily basis, while 59%
said they buy food and beverages to help them achieve physical and emotional
well-being. About half avoid eating or purchasing foods with specific
ingredients.
6. Many Millennial consumers, however, encounter difficulties in
trying to follow a certain nutritional regimen, the Whole Foods study revealed.
Forty-five percent said that in the past year they tried a special diet or
alternative eating approach, yet 63% found that it’s challenging to do so
conveniently. Likewise, 52% agreed that it’s challenging to find the right
products in grocery stores to maintain a special diet or alternative eating
approach.
7. Among various dietary regimens, 63% of those polled reported that
they’re trying to include more plants and unprocessed foods in their diet.
8. Sixty-four percent of survey participants said how and where their
food is sourced influences their purchasing decisions. Similarly,
9. 65% agreed that transparency in food sourcing is important, with
the same percentage indicating that transparency is key specifically when
buying meat and seafood.
10. Fifty-five percent of Millennials reported that they’re willing to
pay extra for products adopting animal welfare standards, and 65% prefer to buy
responsibly sourced brands and products.
11. Along the same lines, half of Millennial shoppers look for food and
beverages produced with less packaging and plastic,
12. while 60% said they’re aware of the impact that their food choices
have on the environment. Fifty-four percent indicated that they want to support
mission-based brands that reflect their own values.
Whole Foods is ‘looking a customer ahead’
and understands that “The stories of how food is produced and grown matter to
them — and to us. That is why we ban more than a hundred ingredients in the
food we sell,”
Are you looking a
customer ahead? Is your brand dynamic or static? 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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