Progressive Grocer - August 2017 - DF3

stocking a variety of organic, plant-based and free-from
items alongside traditional dairy offerings. Retailers
need to offer a range of product claims, and price points,
to deliver the value that different shoppers may seek.
Dean Foods' TruMoo chocolate milk has become the
nation's leading refrigerated flavored milk5 in just a few
short years, coupling a great-tasting, high quality product with clean label claims that meet today's consumers'
demands. "We know that consumers are looking for real
food with real ingredients," says Wendy Poer, director
of marketing for TruMoo. "We recently reformulated
TruMoo with 'No GMO Ingredients.' This new claim
joins our other 'NO' claims: no high fructose corn syrup,
no artificial growth hormones, no artificial sweeteners,
colors or flavors. We want to make sure that our 'No's'
translate to the consumer's 'Yes!'"

Fuel growth through transparency
Now is the optimum time for retailers to get ahead of
the curve. The number of clean claims across food and
beverage is growing at over 70 percent annually, and
brands that meet shoppers' clean demands are thriving.
In the past five years, products displaying clean labels
saw a 5.6 percent boost in dollar sales and accounted for
30 percent of share in total food and beverage sales.6

evidence of those clean credentials. Currently, there are
no official definitions for the terms "clean" and "natural,"
and as a result many consumers say they do not fully
understand what, if anything, those claims actually
mean. A 2016 Consumer Reports study found that nearly
half of respondents held incorrect beliefs related to both
definitions and regulations around the term "natural."7
Similarly, nearly half (45 percent) of U.S. respondents in a
2016 global survey from Canadean expressed confusion
regarding the meaning of "clean."8
To truly succeed on the quest for clean, brands and retailers need to commit to specific, tangible steps toward
greening up their offerings-and then transparently
communicate those efforts to their customers.

Shoppers who say these attributes
would entice them to pay more:

36%
23%
18% 17%

If today's grocery shopper views these product attributes
as "nice to have," the shopper of tomorrow will consider
them table stakes. But as consumer demand for clean
products grows, so too will expectations for clear-cut

Locally
grown or
made

Transparent/
honest about
ingredients,
sourcing, etc.

Responsibly
sourced

Non-GMO

14%

Certified
organic

Source: Kantar Retail ShopperScape, April 2016

SPONSORED CONTENT

DEAN FOODS

3



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

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
Progressive Grocer - August 2017 - 8
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Progressive Grocer - August 2017 - DF1
Progressive Grocer - August 2017 - DF2
Progressive Grocer - August 2017 - DF3
Progressive Grocer - August 2017 - DF4
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Progressive Grocer - August 2017 - Cover3
Progressive Grocer - August 2017 - Cover4
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