instore - March/April 2013 - (Page 3)

editor’s note GEAR UP FOR THANKSGIVING Health Check A new study from The NPD Group reveals that an astonishing 30% of What can’t be lost in all of this is your mission and purpose to serve Americans are looking to reduce or eliminate gluten from their diets. your customers to the very best of your abilities. And chasing dollars This marks an all-time high, and the gluten-free trend shows no sign of in one category may cost you dollars in another. slowing. NPD’s chief industry analyst, Harry Balzer, calls it “the health issue of the day.” Transparency is the best place to start. Be clear to your shoppers what your store is all about. What are you committed to? Which prod- So what are the long-term implications of this dietary development for ucts and services best serve your customers needs? Tell them where the instore business, especially bakery? I visited with a number of deli you stand. and bakery executives, and one conversation in particular stood out. Loyalty is serious business, and there are a lot of customers nowadays “It really is a catch-22,” says one bakery executive for a mid-sized chain. asking a lot more questions about the food they eat. So the bar is higher “People talk about healthier products, gluten-free products, no-sugar for you to earn and keep your customers’ loyalty. products. But at the end of the day, it’s 1% of sales. It’s such a struggle to see how that fits into fresh bakery. When we start to carry products for Whenever and however many times possible, it will be vital to health that don’t taste good, I think it does a disservice to bakery. We continue to communicate honestly with bakery and deli shoppers are chasing such a small amount of dollars, and the repeat purchase is about the foods sold at your stores. Stand for something, and be not really there.” proud. Don’t shy away or apologize. Your honesty will be rewarded. “At the end of the day, we’re an indulgence category,” says the bakery Still, gluten-free is not a trend to be ignored. This is obvious. But the executive, “and that’s what we should focus on.” reality check for fresh bakery is what is the appropriate response. For smaller specialty grocers, gluten-free products likely represent a Maintaining a sharp focus on the end goal is the answer: Provide growing sales category, and carrying more health-oriented products customers with ample choices of great-tasting products, and they will makes a great deal of sense. For larger chains, the answer is less clear. continue shopping your stores for more. John Unrein JUNREIN@SOSLAND.COM instore • MAR + APR 2013 • 3

Table of Contents for the Digital Edition of instore - March/April 2013

inStorebuyer - March/April 2013
Gear Up for Thanksgiving - Health Check
What's in store for November
Table of Contents
News - On Our Radar
Consumer Insights - Deli Prepared Foods
Trendspotting: Asian foods steal the show
Donuts
Trendspotting: Donuts for dessert?
Consider Seniors
Thanksgiving
What's for Breakfast
Cause Marketing
Product Trends
Product Showcase
Ad Index
Next Up: Gear Up for Dairy-Deli-Bake 2013

instore - March/April 2013