Progressive Grocer - June 2018 - 167

Some chains do make a
commitment to new products
and use that strategy as a market
differentiator. "Meijer, while not
a typical grocery store, makes
new products a priority," says
Quinn. "On major launches, they
are ready to go with products on
shelf the day they ship. That's a
big advantage in their market,
where competitors Kroger and
Walmart are much slower to
market with new launches."
For its part, Wegmans stocks
both mass and boutique brands.
Further, the supermarket chain
is winning the Millennial male
consumer with a deep selection
of upscale grooming products,
including scrubs, shave cream,
beard conditioner and facial
cleaning cloths. The grocer was
also quick to bring in Unilever's
Love Beauty and Planet line of
natural HBW products, displaying
the new launch in an impactful
floor stand at the front of stores.
As natural products continue to gain consumer acceptance across all HBW categories,
those grocery store chains that layer more natural products into
their respective mixes are resonating with consumers.
Quinn cites Pittsburgh-based Giant Eagle as having been aggressive in carving out space for natural products in toothpaste,
rinse, shampoo and conditioner, thereby reaching that customer who's willing to spend $8 to $9 on such products. Carter,
meanwhile, gives Kroger a thumbs-up for adding more natural
supplements, vitamins and skin care products to its assortment.

Creative Merchandising

Even space-challenged retail formats can find a way to boost
their selections. "Retailers still get end cap space," notes
Quinn. "It's important that retailers create attractive end caps
that draw consumers. And they have to be opportunistic so
that when they see something happening, they can jump on it."
As an example, he points to the hugely effective end caps featuring Boiron's Oscillococcinum that Meijer created during this
year's flu season, noting that the retailer, along with Wegmans
and H-E-B, does "the best job with their categories, maybe
because they are regional chains that can react quickly."
Jeanine Recckio, owner and founder of MirrorMirror Imagination Group, a New York-based branding trend and forecasting
agency, thinks that supermarkets have a unique opportunity to
cross-merchandise food and beauty. "The hottest new ingredients in beauty are food-inspired," asserts Recckio. "Why not
merchandise avocado face masks near avocados, or create an
end cap that has watermelon beauty products and watermelons?

A display of natural bath products at Wegmans
encourages touch and smell - mirroring the approach
used by Lush, the upscale mall chain.

That's an approach no other channel can take."
Beauty brands have taken a page from the grocers, she adds, so supermarkets can do the same
with such items. "Lush cuts its soap like cheese,"
notes Recckio. "If they can take that approach, why
can't supermarkets have fun with beauty and really
make those 'good for the inside, good for the outside' connections in the store?"
She contends that beauty is a "mega-opportunity" for supermarkets that they should be exploring.
"Beauty consumers are in these stores anyway;
supermarkets just need to find creative ways to
merchandise to attract them," she says. "With margins
so thin in the rest of the store, high beauty margins
should be a big draw for them."
Looking ahead, a real game changer for the category would be for savvy, creative retailers to fuse
beauty, health and wellness in imaginative ways in
their stores. "Supermarkets frequently have demos
of new food products - they could easily do that
in beauty or in oral care," suggests Recckio, adding
that supermarkets should ditch the "never on sale"
cosmetics rule, to appeal to bargain hunters.
PROGRESSIVE GROCER May 2018

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Table of Contents for the Digital Edition of Progressive Grocer - June 2018

Contents
Progressive Grocer - June 2018 - Cover1
Progressive Grocer - June 2018 - Cover2
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Progressive Grocer - June 2018 - Contents
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