Dive Brief:
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A Nielsen survey conducted for the National Grocers Association revealed that 82% of consumers who shop at independent grocery stores were very or extremely satisfied compared to 65% of respondents who reported being very or extremely satisfied with a national chain, according to Grocery Headquarters.
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The survey also showed independent grocers perform well in their selection of locally grown produce, packaged goods, and high quality fresh fruits and vegetables.
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“Survey results show once again that grocery shoppers are extremely satisfied with the experience they are having with independent grocery stores. While independents can grow their market share by leveraging their strengths, there are areas of opportunity for growth, such as in the health and wellness categories and offering dietitian services,” vice president of U.S. Retail Consumer & Shopper Analytics at Nielsen Laurie Rains told Grocery Headquarters.
Dive Insight:
It may be easier for environmental and health-conscious consumers to find the locally grown produce and transparency they desire at independent grocery stores because of their smaller, simpler supply chain models.
Independent grocery stores also offer an alternative grocery experience — something consumers view as more authentic than the maze of aisles that big box stores offer. Shoppers want to see a wide variety of natural and organic foods and have a growing interest in niche health-based products like sparkling probiotic drinks, snacks with added proteins and cold-pressed juices with a day's worth of fruit or vegetables.
Independent grocers are more likely to deliver on this trend than larger stores, and generally position themselves toward the consumer who is willing to spend a bit more for a premium experience and a wider variety of premium products.
Mass-market consumers who buy their groceries at stores like Wal-Mart, Target or Albertsons are more interested in a highly convenient shopping experiences, so it hasn't been as lucrative for big chains to add experiential amenities to their stores. Still, as the demand for "niche" grocery experiences become more mainstream, it may be wise for national chains to take strategies from the independent grocers' playbook, whether that be expanding organic offerings, adding food service stations or providing in-store dietitians.