inStorebuyer - April 2012 - (Page 8)

dairy-deli-bake2012 Preview HEADLINES IN BAKERY & DELI & RETAIL Q&A with Carol Christison inStore Buyer recently had the opportunity to sit down with IDDBA Executive Director Carol Christison. Here, she touches on some of the latest trends in the industry and whets our appetites for IDDBA’s Dairy-Deli-Bake 2012, to be held June 10-12 in New Orleans, LA. The economy is finally showing signs of evening out. What are some innovations that supermarkets have been utilizing in order to adjust to changes? CC: The economic downturn benefited supermarkets because consumers cut back on eating out and did more home cooking. The trend for cooking at home and entertaining at home is still going strong but we’re seeing a shift away from traditional meals. As families eat together less often, we’re seeing more meals eaten alone, more snacks and distinct “food occasions” where cooking is the entertainment. Even among affluent consumers, they’re embracing more at-home eating occasions as a way of disguising that they really weren’t hurt in the economic downturn. And they’re keeping quiet about their indulgences to avoid embarrassing less-fortunate friends and family. One way to hide that they’re doing well is to add outdoor kitchens to enhance barbecue areas and patio dining. Consumers are less willing to take risks when dining out or cooking. Value-added meats, prepared and semi-prepared meal components, and fabulous desserts are providing solutions to meet cooking-challenged consumers. Simpler foods and ingredients, more grains and vegetables, and “rustic fare” along with “foraged” foods will help consumers feel good about their meal choices. Shoppers are comfortable in buying cheaper meats and value meals. They don’t think of private label or value shopping as “trading down” but as smart consumption. What are some shopper patterns that are most telling of today’s technological advances? How can supermarkets utilize technology to respond to those shopper patterns? CC: QR codes are popping up everywhere and shoppers are using these to learn about a food, check ingredient and nutritional info, and comparison shop. Anyone with internet access or a camera can be a food blogger, chef, or critic. Smartphones will take couponing and frequent shopper cards into a new direction. They use their smartphones to substitute products in a recipe, calculate price per portion, and search for deals. They take photos of what they eat and track calories online with their phones. Google Wallet and other apps let shoppers check nutritional, allergy, and country of origin information on products and it sends them special offers, electronic coupons, flash sales and lets them check themselves out. Mobile marketing hasn’t even begun to hit its stride in supermarketing. When it catches on, it will catch fire. Deep discounts and social rewards will be the next generation in food-shopping apps. Today’s consumers are more educated than ever on food sourcing — they want to know where their food is coming from. What effect is this having on consumer shopping patterns…and on the relationship between the supermarket and the shopper? CC: It all boils down to one word — transparency. Consumers want to know where their food was grown, who grew it, who picked it, who shipped it, who processed it, who packed it, and who sold it. They don’t trust the supply channels and are taking matters into their own | 8 | inStorebuyer | April 2012 |

Table of Contents for the Digital Edition of inStorebuyer - April 2012

inStorebuyer - April 2012
The Fresh Factor
Front Line News
Dairy-Deli-Bake 2012 Preview
Food Service Retail
Baking & Decorating
Bakery Development
Deli Development
Ahead of the Digital Curve
Cornhusker Proud
Sprout Safety
Grains & Fibers - Health & Nutrition
Know Your Cheese - Cheese Corner
Product Trends
Product Trends
Product Showcase / Marketplace Network
Marketplace Network / Ad Index

inStorebuyer - April 2012