inStore - July/August 2014 - (Page 26)

shopper demographics the healthy lifestyle consumer by John Unrein A ll across America, the multi-billion dollar business of grocery retailing is embracing a new type of shopper, the healthy lifestyle consumer. There are many ways to approach this selective and sensitive breed of customer, and some are doing it better than others. More than anything at this stage in the process, it is a learning experience for all, large or small. "Customer-first" has been a key driver of sustainable growth at The Kroger Co., and in the first quarter the strategy helped spur impressive sales gains. The Cincinnati-based retailer reported its latest quarterly sales increased 10% to $32,961 million from $29,997 million. In a June 19 conference call with analysts, Mike Ellis, president and CEO, highlighted several innovations that are improving Kroger's connection with customers and growing market share. Specifically, he mentioned corporate brands. "[Multi-tier offering] allows us to offer the right price points and product experiences for everyone." Mike Ellis, president and CEO at The Kroger Co. snack chips feature clean, simple packaging and easy-to-understand ingredient statements that help shoppers take the chore out of selecting organic, "free from" and some natural foods. "In corporate brands, a strategic differentiator for Kroger's corporate brand portfolio is our multi-tier offering," Ellis says. "It allows us to offer the right price points and product experiences for everyone. In the first quarter we introduced new branding and packaging for our value products - the 'good' tier of our 'good, better, best' program. The new design calls out to customers with attractive uplifting packaging and the response, so far, has been really terrific." Other retailers are following the same path. The United Family has announced all United Supermarkets, Market Street, Amigos and United Express locations will now offer Essential Everyday store brands, providing guests an expanded product selection, lower prices and additional promotions. The new brands include organic goods under the Wild Harvest brand, 100% natural, organic and environmentallyfriendly products at prices you can afford. The entire Wild Harvest line is minimally processed and free of additives, artificial colors and ingredients. Kroger's Simple Truth and Simple Truth Organic brands are billed as "affordable and delicious foods that represent the joy of eating closer to the way nature intended." Products including cereal, butter and According to a new national survey by the Consumer Reports National Research Center released in June, 59% of consumers check to see if the products they are buying are "natural," despite there being no federal 26 * JUL + AUG 2014 * instore

Table of Contents for the Digital Edition of inStore - July/August 2014

inStore - July/August 2014
Editor's Note - Healthy Lifestyles
What's in store for March + April
Table of Contents
News - On Our Radar
Consumer Insights - Trending: Cookies
Trending - Deli Salads
Supplements to Your Traditional Offerings
Pasta Salads
Consumer Trends - Consider Lower Sodium
Shopper Demographics - The Healthy Lifestyle Consumer
Regulating Trans Fats
The Super Bowl - Football Parties
Merchandising Tips
Valentine's Day - Maximizing Sales
Ideas for Increasing Your Valentine’s Day Sales
Fondue - Double Dip
Packaging Spotlight - Rotisserie Chicken
Product Trends - First to Market
Product Showcase/Ad Index
Next Up: Easter and Purchasing Triggers

inStore - July/August 2014