However, a new study from Deloitte
reveals how the pandemic is accelerating growth in fresh food. In fact, that report finds that “Fresh food is
more valued than ever—nine in 10 respondents say it literally makes them
happy,”. Let’s look at some of what they
found:
1.
(54%) feel stress from
shopping in-stores, resulting in less frequent visits.
2.
The emergence of safety as a prominent factor when shopping a
store, though price continues to be a primary driver of fresh food purchase
decisions.
3.
Nearly 90% of survey respondents said both safety and price were
purchase drivers.
4.
And while “a majority of consumers (70%) still value drivers
like sustainability and locally sourced foods, they are now less urgent than
they were last year,”
5.
The numbers of respondents who shopped for fresh food multiple
times a week dropped by half this year (30% in 2019 vs. 15% in 2020).
6.
In fact, based on credit card analysis, grocery stores are
seeing less of some of their best fresh-purchasing customers as consumers who
shop at least once a week comprise 80% of fresh food sales,”.
“Shifting consumer priorities and new habits brought on by
COVID-19 continue to impact the fresh food category,” said Barb Renner, vice
chairman of Deloitte LLP and U.S. consumer products leader, in a statement.
“With consumers spending less time commuting, they have more time to prepare
fresh meals. However, they are conflicted and want to avoid the anxiety of
shopping at multiple stores to purchase the fresh items they want.
7.
“Contemporary consumers value a new kind of convenience that now
includes availability,” says Deloitte. Since the pandemic, that availability
has moved increasingly online.
8.
Whereas 68% of contemporary consumers have bought at least some
fresh food online, only 9% of conventional consumers have done so.
9.
(68%) of contemporary
consumers now trust their assigned in-store shoppers to select the best quality
fresh food items available.
10.
Contemporary consumers are also more willing to pay a premium
for fresh food, and they’re buying almost twice as much of it as their
conventional counterparts (50% versus 27%, respectively).
Now let’s think about what our grocerant guru® has been pointing
out for the past 27 years, ‘increasingly consumers do not want to cook from
scratch. New avenues of distribution are
important, and Gen Z and Millennials want full-flavored fresh food fast with a
hint of discovery. Are you ready to look
a customer ahead?
Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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