Sunday, September 15, 2019

At Whole Food Old Folks Welcome but Millennials we Love You!



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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