Progressive Grocer - September 2017 - 100
Consumers are aware of what they put into their bodies
Top-growing Claims on Food
Based on Absolute $ Growth
I want to know everything
that is going into my food
I'm concerned about the
long-term health impact of
No Artificial Colors/Flavors
Organic Content Presence
High-fructose Corn Syrup-free
Sources: Nielsen Total U.S. xAOC 52 Weeks Ending June 10, 2017; The Nielsen Global Health and Ingredient Sentiment Survey, Q1 2016;
Nielsen two-week online survey (April 2016) of 1176 respondents
'free-of' Versus 'free-from'
Free-from: This ingredient-driven term is more commonly associated with food products that don't contain ingredients known to cause a reaction in people with food allergies or intolerances. Given that people who are intolerant
or allergic to one ingredient are often affected by others,
they often need to study ingredient profiles to determine
whether the product is safe for them to consume. When
free-from is used on packaging, it signals to these consumers that the product is free from the top eight allergens:
wheat, dairy, peanuts, tree nuts, egg, soy, fish and shellfish.
Free-of: This new movement is driven by a growing
number of consumers looking for clean, simple ingredient
profiles in the foods that they consume. Top concerns for
this group are identifying products that are free of unwanted elements such as trans fats, antibiotics, hormones,
added sugars, and artificial colors and dyes, to name a few.
Free-of consumers also possess a deep desire for authentic
and transparent products, which includes understanding
the backstory of where their food came from, how it was
raised and whether it was treated humanely during its life.
they feel resonate with their values and beliefs, but if none
of the employees are able to answer shoppers' questions
about the item, then you risk losing the sale."
Above all, Browne advises that for the free-of movement to work, there needs to be buy-in from the top and
consistent messaging across all fresh departments.
To promote free-of, Hermann suggests that retailers
consider using limited-time offers (LTOs) as a way to convey
features such as freshness, seasonality, grown locally, made
in small batches and available for just a short period of time.
"LTOs are well suited for an end cap or specialty refrigerated
case, and can be marketed in a way that encourages shoppers
to check back with each shopping trip," she says, noting that
developing an easy-to-identify in-store or on-pack free-of
symbol would also be a move in the right direction.
"Consumers want short cuts," Hermann asserts.
| Progressive Grocer | Ahead of What's Next | September 2017