Mon. Mar 4th, 2024

While this may sound counterintuitive given the widely held consumer belief that fresh, less process food is healthier, the reality is that packaged food more effectively captures and communicates health claims than fresh products, according to Circana EVP of center store and produce Sally Lyons Wyatt.

This is costing fresh players hundreds of millions of dollars in unmet sales, which they can tap into through instore activations, personalized communication and affordable lifestyle launches, she explained during a webinar last week co-hosted by Circana and FMI – The Industry Trade Group.

Before they can do this, stakeholders must understand who is shopping and what matters most to them – factors that are constantly shifting and vary dramatically by demographic and life stage.

For example, according to Circana data, older consumers dubbed “wise and healthy” spend 6% more on food, beverage and fresh and make an average of 3.2 more trips than the overall population. Likewise, “sensible super moms” spend on average 6.9% more and visit the store 1.4 times for often than the general population.

But even though both groups are focused on health and willing to spend more, they are looking for different solutions – even within the same segmentation.

For example, wise & health consumers tend to be older and more focused on disease states, but whether they are focused more on heart health, diabetes or minimizing the risk of stroke will impact their dietary patterns and purchasing. Likewise, sensible super moms heavily overlap with millennials and therefore are more likely to worry about stress, lactose intolerance and celiac disease, but they also are focused on the needs of their children, which varies by age and development.

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By admin