Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/725016
EDITOR'S LETTER What Your Core Consumers Need from Their Shopping Experience FALL 2016 1 SPECIALTY FOOD ASSOCIATION MEMBERS: Discuss this topic in the Solution Center on specialtyfood.com T he core specialty food consumer is young, curious, and values-oriented, according to our annual research, "Today's Specialty Food Consumer Report." Denise Purcell Editor, Specialty Food Magazine dpurcell@specialtyfood.com These core shoppers purchase specialty foods in the most categories, and they spend the most per week on food. But, while not shy about spending on food, they are savvy about where and on what they place their money. They are also not particularly brand-loyal and that ex- tends to retail brands as well as packaged goods. These young- er consumers shop in the widest array of channels, both tra- ditional and non. They are shopping for specialty foods more often in convenience stores, home stores, and online, in addi- tion to specialty and natural food stores. With competition growing, taking advantage of research insights will help you create meaningful in-store experiences. • Guidance. Younger consumers are the most food-fo- cused generation yet, being exposed to more across dif- ferent cultures than others before them. They are also tuned in to clean ingredients and healthful attributes in their food choices. But just because they are aware doesn't mean they don't crave more product knowledge. They admit to confusion over which specialty product is the right option to buy, and report that they'd like staff at stores where they shop to be able to educate them about specialty foods. They like hearing the story or heritage behind the products they buy. Millennials like to shop where staff is knowledgeable about health and wellness issues. They are also the most likely among consumer age groups to ask about recipes or preparation techniques. • Connection. Though younger consumers tend to shop where it's convenient rather than solely in traditional grocery stores, they want to develop a relationship with retailers they frequent. They report that they like to shop where they know the owners. And, just as they want to hear the stories behind products they buy, they like to hear about the history or heritage of the places where they shop. It is important to these shoppers that a company's values are in line with their own: to millennials, values matter just as much as the product the company makes or sells. • Value. Specialty food consumers will pay for quality. They report that they expect to pay more for specialty foods rather than mainstream counterparts. But, con- sumers across age groups are consistent in also thinking these foods are overpriced, and saying they always look for specialty products that are on sale at the stores where they shop—a factor driving sales in outlets like club stores and mass merchants. While they understand the value equation of buying specialty, offering occasional specials could help grow volume sales. More highlights, key opportunities, and insights from this year's report begin opposite p. 68, and you can download a summary report with more charts and data at specialtyfood. com/consumer2016.