inStore - July/August 2014 - 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
inStore - July/August 2014
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 - inStore - July/August 2014
inStore - July/August 2014 - 2
inStore - July/August 2014 - Editor's Note - Healthy Lifestyles
inStore - July/August 2014 - 4
inStore - July/August 2014 - 5
inStore - July/August 2014 - What's in store for March + April
inStore - July/August 2014 - 7
inStore - July/August 2014 - Table of Contents
inStore - July/August 2014 - 9
inStore - July/August 2014 - News - On Our Radar
inStore - July/August 2014 - 11
inStore - July/August 2014 - Consumer Insights - Trending: Cookies
inStore - July/August 2014 - 13
inStore - July/August 2014 - 14
inStore - July/August 2014 - 15
inStore - July/August 2014 - 16
inStore - July/August 2014 - 17
inStore - July/August 2014 - Trending - Deli Salads
inStore - July/August 2014 - 19
inStore - July/August 2014 - Supplements to Your Traditional Offerings
inStore - July/August 2014 - 21
inStore - July/August 2014 - Pasta Salads
inStore - July/August 2014 - 23
inStore - July/August 2014 - Consumer Trends - Consider Lower Sodium
inStore - July/August 2014 - 25
inStore - July/August 2014 - Shopper Demographics - The Healthy Lifestyle Consumer
inStore - July/August 2014 - 27
inStore - July/August 2014 - 28
inStore - July/August 2014 - 29
inStore - July/August 2014 - 30
inStore - July/August 2014 - 31
inStore - July/August 2014 - 32
inStore - July/August 2014 - 33
inStore - July/August 2014 - 34
inStore - July/August 2014 - 35
inStore - July/August 2014 - Regulating Trans Fats
inStore - July/August 2014 - 37
inStore - July/August 2014 - The Super Bowl - Football Parties
inStore - July/August 2014 - 39
inStore - July/August 2014 - 40
inStore - July/August 2014 - Merchandising Tips
inStore - July/August 2014 - 42
inStore - July/August 2014 - 43
inStore - July/August 2014 - Valentine's Day - Maximizing Sales
inStore - July/August 2014 - Ideas for Increasing Your Valentine’s Day Sales
inStore - July/August 2014 - 46
inStore - July/August 2014 - 47
inStore - July/August 2014 - 48
inStore - July/August 2014 - 49
inStore - July/August 2014 - Fondue - Double Dip
inStore - July/August 2014 - 51
inStore - July/August 2014 - 52
inStore - July/August 2014 - 53
inStore - July/August 2014 - Packaging Spotlight - Rotisserie Chicken
inStore - July/August 2014 - 55
inStore - July/August 2014 - Product Trends - First to Market
inStore - July/August 2014 - Product Showcase/Ad Index
inStore - July/August 2014 - Next Up: Easter and Purchasing Triggers
inStore - July/August 2014 - 59
inStore - July/August 2014 - 60
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