instore - Sept + Oct 2015 - (Page 32)

how they shop By Bob Sims S upermarkets possess the space and resources to offer many, if not all, of the products that every shopper wants and needs, but shopper demographics play an integral role in the selection, marketing and merchandising of products. The instore deli, bakery and foodservice departments will improve their positions to appeal to all demographics by knowing the differences, preferences and purchasing habits of the demographics that most frequently shop their stores. The three biggest shopper demographics with buying power are the baby boomers, Generation X and millennials. According to Pew Research, the baby boomer generation represents those shoppers born between 1946 and 1964; Generation X, those born between 1965 and 1980; and the millennial generation, those born after 1980. Different sources might vary on the dates, but in general these dates are acceptable with variations being very close. "Understanding the unique characteristics and shopping habits of each group is now more important than ever as consumers are living and shopping longer than in previous years, which has led to an unprecedented number of active generations in the marketplace. With more generations in the mix, the key for brands and retailers is striking a balance of engaging one generation without alienating the others," says Colin Stewart, senior vice president of AMG Strategic Advisors, Acosta's growth strategy consulting unit. 32 * SEPT + OCT 2015 * instore Baby Boomers First off, two distinct demographics exist within the baby boomer generation. The older boomers were born in the 1946 to 1955 range and the younger boomers were born in the 1956 to 1964 range. These two groups behave differently when it comes to purchasing. The younger boomers tend to spend more in general. According to SymphonyIRIGroup, the younger boomers spend nearly 10 percent more on consumer packaged goods (CPG) products than older boomers on average. Both cohorts of the baby boomer generation, as well as many other American shopper demographics, are fully invested in the health and wellness movement. A SymphonyIRI consumer snacking study states that 87 percent of consumers age 65 and older have taken a healthier approach to eating. This behavior seems to increase with age. For example, 35 percent of the younger baby boomers eat whole grains on most days and 41 percent of the older baby boomers do the same. When it comes to eating omega-3 rich foods and antioxidant rich foods, the trend remains. Twenty-one percent of younger boomers eat omega-3 rich foods or take supplements with 27 percent of the older cohort eating the omega-3 rich foods. For antioxidant rich foods, 18 percent of the younger cohort eat them on most days and 22 percent of the older cohort eat them on most days.

Table of Contents for the Digital Edition of instore - Sept + Oct 2015

instore - September + October 2015
Editor's Note - Fresh in Focus
What's Ahead
Table of Contents
News - On Our Radar
Trending - Breads and Rolls
Trending Deli Meat
The Future of Celebrations
Consumer Insights - A New Consumer Group Worth Watching
Diet Trends - Consider Non-GMO
Commissary Insider - Insight Insider: The FreshOne Advantage
Research and Development: Culinary-Inspired Convenience Foods
Sandwich Spotlight: Veg-centric Sandwiches
Assembling Foods: Safety First
Feature Profile: Dunford Bakers
Shopper Demographics - How They Shop
Equipment Solutions - The Case for Hot Foods
Valentine's Day - Ready Your Heart
Flavor Trends - What's Trending in Chocolate
Product Spotlight - Rising Trends
Specialty Cheese - Communal Cheese
Product Trends
Product Showcase/Ad Index

instore - Sept + Oct 2015