instore - October 2017 - 23
market research
to help elevate his meals. John enjoys cooking for his family, but there
are times when he's running late; in these instances, he must prepare
something quick. John's solution: sandwiches. John buys croissants
from the in-store bakery and toasts them, which keeps his family
happy and his values intact. John not only is preparing a meal that feels
homemade, but he's also saving money by not purchasing dinner at a
quick-serve restaurant.
The above examples illustrate how superconsumer lifestyles and food
preferences influence their shopping behavior. And this, in turn, could
have a significant impact on sales.
Let's look at bakery potential superconsumers first. Superconsumers
spend an average of $357 annually in the in-store bakery, potential
superconsumers $143. Now, think of the additional sales that could
be generated by turning these potential superconsumers into superconsumers. One approach would be to utilize the examples set by
superconsumers and develop marketing messages that resonate with
potential superconsumers; in this case, that serving their families sandwiches for dinner-using special bread from the in-store bakery-is a
creative meal idea. Stores that engage shoppers in this way could significantly increase their department sales. Even a $30 annual consumer
spend increase could boost bakery sales by 14 percent, or $1.4 billion.
Now, let's look at the impact potential superconsumers of cheese could
have. The report shows that 20 percent of households are potential
cheese superconsumers, spending around $177 annually, versus $351
for cheese superconsumers. Potentials may need to be taught or given
permission to use more of a product. For example, teaching potentials
that a frozen pizza can be customized with specialty cheese or other
deli items for less than the cost of delivery pizza. If teaching quick
tricks to potentials can increase their spend index to 175-just halfway
to a superconsumer's spend index-the industry could experience 12
percent growth, resulting in $2.3 billion in sales.
Superconsumers can play an important role in the success of fresh
departments, not only by the products they purchase, but the lessons
that retailers can learn from them. By doing so, in-store bakeries and delis
can develop messages that resonate with and teach shoppers, which in
turn can boost sales and create a growing segment of superconsumers.
instore * OCTOBER 2017 * 23
http://www.inlineplastics.com
Table of Contents for the Digital Edition of instore - October 2017
instore - October 2017
Editor's note - Smart Growth
CONTENTS
Spotlight - BY THE NUMBERS: Muffins
Merchandising - ON DISPLAY: Holiday party trays
Cover story - Built on Service
No delivery too small
Commissary Insider - October 2017
Insight Insider: Wakefield Sandwich leverages c-store foodservice growth
Food Safety: Using probiotics to fight pathogens
Equipment: Accuracy, flexibility key in cake depositing
Tech: TrueCommerce EDI helps King’s Hawaiian
News - Need to know
Market research - Super consumers
Category perspective - Private label
Equipment & packaging - LATEST INNOVATION: Tamper-evident packaging
Product trends - FIRST TO MARKET
Product showcase
No label
AD INDEX
instore - October 2017 - instore - October 2017
instore - October 2017 - 2
instore - October 2017 - Editor's note - Smart Growth
instore - October 2017 - 4
instore - October 2017 - 5
instore - October 2017 - CONTENTS
instore - October 2017 - 7
instore - October 2017 - Spotlight - BY THE NUMBERS: Muffins
instore - October 2017 - 9
instore - October 2017 - Merchandising - ON DISPLAY: Holiday party trays
instore - October 2017 - 11
instore - October 2017 - Cover story - Built on Service
instore - October 2017 - 13
instore - October 2017 - No delivery too small
instore - October 2017 - 15
instore - October 2017 - 16
instore - October 2017 - 17
instore - October 2017 - 18
instore - October 2017 - Insight Insider: Wakefield Sandwich leverages c-store foodservice growth
instore - October 2017 - com - 2
instore - October 2017 - com - 3
instore - October 2017 - com - 4
instore - October 2017 - com - 5
instore - October 2017 - Food Safety: Using probiotics to fight pathogens
instore - October 2017 - com - 7
instore - October 2017 - Equipment: Accuracy, flexibility key in cake depositing
instore - October 2017 - com - 9
instore - October 2017 - com - 10
instore - October 2017 - com - 11
instore - October 2017 - Tech: TrueCommerce EDI helps King’s Hawaiian
instore - October 2017 - com - 13
instore - October 2017 - com - 14
instore - October 2017 - com - 15
instore - October 2017 - com - 16
instore - October 2017 - News - Need to know
instore - October 2017 - Market research - Super consumers
instore - October 2017 - 21
instore - October 2017 - 22
instore - October 2017 - 23
instore - October 2017 - Category perspective - Private label
instore - October 2017 - 25
instore - October 2017 - 26
instore - October 2017 - 27
instore - October 2017 - Equipment & packaging - LATEST INNOVATION: Tamper-evident packaging
instore - October 2017 - 29
instore - October 2017 - Product trends - FIRST TO MARKET
instore - October 2017 - 31
instore - October 2017 - Product showcase
instore - October 2017 - No label
instore - October 2017 - AD INDEX
instore - October 2017 - 35
instore - October 2017 - 36
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