Progressive Grocer - September 2017 - 102

Fresh Food

Marketing/Merchandising

Consumers are eating with a health ConsCienCe

59%

Think environmentally
friendly and sustainably
grown foods are important

75%

Think foods made at
home are healthier than
industrially prepared foods

51%

Choose local,
natural and organic
when possible

43%

Are willing to sacrifice
taste for a healthier
option

More than half of people use their own personal definition
to determine which foods are "healthy"
Sources: Nielsen two-week online survey (April 2017) of 1,163 respondents; The Nielsen Global Health and Ingredient Sentiment Survey, Q1, 2016; Label
Insights 2016 Transparency ROI Study

Consumers Feel PositiVe aBout transParent ComPanies

68%

Willing to pay more for foods and drinks that
don't contain undesirable ingredients

64%

Read labels on
packaging

56%

Buy only from producers
they trust

73%

Feel positively about companies that are
transparent about where and how their
products are made, grown, or raised

54%

Always buy the same
food brands

41%

Trust health claims on
food packages

Sources: The Nielsen Global Health and Ingredient Sentiment Survey, Q1 2016; Nielsen two-week online survey (April 2016) of 1,176 respondents;
Nielsen two-week online survey (April 2017) of 1,163 respondents

"They may have a long list of product attributes that appeal to them - or don't - but at the end of the day, they
want a quick and simple way to distinguish who the good
guys and bad guys are." Emphasizing the free-of aspects,
she adds, is an ideal way to market to these consumers.

True Value
Further, given the declining interest in purchasing meal
kits from online companies, this is an optimal time for

102

grocers offering their own meal kit programs to boost
their value-added appeal. Hermann notes that as a group,
Millennials may not cook much, but prepared foods are an
attractive substitute because they look like something that
they would make themselves if they could cook. Giving
them the backstory about the ingredients used in a dish, in
a way, replaces having their own story, Herman says. "Instead of telling their husbands, wives or dinner guests that
the meat loaf they are serving is grandma's secret recipe,

| Progressive Grocer | Ahead of What's Next | September 2017



Table of Contents for the Digital Edition of Progressive Grocer - September 2017

Contents
Progressive Grocer - September 2017 - Cover1
Progressive Grocer - September 2017 - Cover2
Progressive Grocer - September 2017 - 3
Progressive Grocer - September 2017 - 4
Progressive Grocer - September 2017 - Contents
Progressive Grocer - September 2017 - 6
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