inStorebuyer - December 2011 - 19

Profiles, White/Caucasian consumers make up 75% of bakery consumers in top stores. Hispanic consumers also have a strong shopping index for in-store bakeries. In fact, the growing Hispanic population will noticeably impact ISB sales. Couples with no children and older consumers are more likely than households with children to visit instore bakeries.

cheese at traditional supermarkets. This venue accounts for 63.8% of this dairy product’s sales volume.

Merchandising Strategies
For its new research, Innovation Trends, Attitudes, and Opportunities, IDDBA commissioned Datassential to explore consumer attitudes and interest in various forms of innovation. A key insight from the report is that for today’s grocery shoppers, it’s less about the specific, individual items or technological perks and more about the total collective experience. While it might seem obvious that appearances matter, a deeper look shows how small innovative elements, together, can affect consumer impressions and purchase decisions at the grocery store. Environmental factors, such as lighting, color, equipment, and product placement can demonstrate a store’s personality and help to form a consumer’s first impression. For example, energy-saving appliances and LEED building certification shows shoppers that the store is environmentally responsible. Innovation is important, but don’t forget the basics. A dirty or unkempt store is a major turnoff. Many of the consumers surveyed invoked cleanliness as a differentiating characteristic of their favorite grocery stores. Often overlooked or underestimated, signage is another way to communicate with shoppers. An eyecatching sign with appealing photography and a clear message is helpful

Deli Insights
Eighty-two percent of deli customers enjoy visiting supermarket delis that feature newer, trendier items, regardless of whether they regularly purchase those items, according to the IDDBA’s Innovation Trends, Attitudes, and Opportunities. Unique flavor profiles and fusion foods, innovative dining experiences, and the “professionalization of the amateur home cook” invigorate deli department sales. Deli customers want customizable convenience, foods with ethnic influences, and “ownership” over deli dishes they assemble, but don’t necessarily prepare. While taste is the top consideration when purchasing deli food and beverages, price contributes heavily to this decision. Price has risen higher than all other purchase drivers in the past five years. Chefs polled by the National Restaurant Association named artisan cheese the 20th hottest culinary trend in 2011. Future cheese consumption will be driven by its versatility, health attributes, snacking properties, and ‘local’ farmstead and artisan production. Consumers continue to seek out

to consumers. However, a carelessly designed sign makes it harder to sell even a great product and may give shoppers a poor impression of the product itself. Similarly, packaging can be a purchase driver. Seventy-three percent of all consumers surveyed agreed that “green” (recyclable, biodegradable, etc.) packaging materials are at least somewhat important. Eleven percent went a step further saying that they abort purchases if they think the packaging is excessive or non-recyclable/ biodegradable. According to a recent Mintel report, just more than half (57%) of respondents are willing to pay more for local and sustainable fare; however, the majority of those are only willing to pay a mere 1-5% more. Consumers are more aware of where their food comes from and they want more from their grocer than a simple seller-to-buyer relationship, according to the IDDBA report. They want to know the where, when, and how’s of the foods they buy. For instance, the burgeoning popularity of farmers markets is no accident. Consumers gain a sense of community from interacting with the actual producers of goods they purchase. In the IDDBA report, consumers indicated repeatedly that they would welcome the chance to create ties with farmers and artisans via their local supermarkets and delis. They were also very positive on grocery retailersponsored community events. The time is ripe for grocery retailers to

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inStorebuyer - December 2011

Table of Contents for the Digital Edition of inStorebuyer - December 2011