Dive Brief:
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A new grocery shopping survey conducted by Food Network Magazine and Open Mind Strategy found that a majority of shoppers still want to see, smell and choose their own products in-store — particularly produce, according to Adweek.
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The survey also showed that 62% of consumers are inspired by food ads, 73% save recipes they see, and 68% will make those recipes.
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Half of shoppers say they choose food products based on packaging, and are enticed by buzzwords like “fresh," “organic,” “all natural” and “locally grown.” On the flip side, consumers are turned off by words they can’t pronounce, as well as the terms “diet,” “soy,” “gluten free,” “sugar free” and “stevia.”
Dive Insight:
One phenomenon this survey made clear is that consumer buying patterns are impacted by the internet and entertainment. Top media influences of food shopping include food related TV shows (50%), Facebook (41%), food magazines (31%) and YouTube (26%), according to the survey.
These outside influences are things retail stores should invest in. Shoppers are drawn to online ads and promos they see on their websites — especially if a celebrity is endorsing a particular product. A store’s marketing approach could include social media, digital ads and perhaps bring local celebrities (including newscasters, noted coaches or government officials) into the messaging.
Recipes are also popular, and stores can team up with brands to include recipes in-store or on their websites. This will create opportunities for people to use their phones to find foods they want to make, which will lead them to buy certain ingredients at the store. A recent survey conducted by Peapod and ORC International showed that 2017 is expected to be the year of the home cook, with 72% of Americans saying they already cook at home four nights a week on average.
Now more than ever, consumers are looking at ingredient labels and packaging for information about their food. Nearly 94% of consumers say they would be loyal to a brand that offers complete transparency, according to a recent study from Label Insight. Retailers should draw attention to highly transparent brands and run specials on these items to attract more customers.