Supermarket Perimeter - October 2019 - 10

DO THESE L ABELS INFLUENCE PURCHASES?
79%

53%
48%

Locally grown

USDA organic

Fair wage

"FiveStar Gourmet Foods has continued to raise the bar and create a
new level of standard."
The company's Simply Fresh Salad line, for instance, includes premium quality toppings and custom dressings that Shoshan says is an
industry ﬁrst. FiveStar, he says, is also the only provider of salads with
antibiotic-free chicken. "We continue to pioneer through extreme innovation and that won't change in the years to come."

A quarter of all consumers we surveyed said they shop for groceries online. While fresh produce isn't one of the top items they buy from their
computers or phones, it might be more than you'd think: 19% buy fruit
online, 18% buy vegetables.
Not surprisingly, time-strapped parents are more likely to buy groceries online. Half of all young, single parents do so, and 36% of young
couples with children do.
At the low end of the online grocery shopping spectrum are middle age couples with no children and older people/empty nesters
(both 13%).
How ﬁt you are is a great indicator of your likelihood to buy groceries
online. Fifty-nine percent of ﬁtness enthusiasts (e.g. cross trainers, body
builders) do so, compared to 25% of healthy/active people and 17% of
not particularly active people.
While most people might assume that younger, more tech-savvy
consumers might shop online more than their older counterparts, we
found the opposite to be true.
Forty-one percent of baby boomers and 35% of Gen Xers grocery
shop online, but just 26% of millennials do.
Online shopping has driven Salinas, California-based Growers
Express/Green Giant Fresh to become as "speciﬁc" as possible with consumers, says Tom Byrne, president.
"Consumers used to stand in front of an array of products and take
the time to make selections," he says. "Now they're multitasking on a
shopping app during school pick-up and choosing by name the items
they need. We strive to remain top-of-mind so that consumers purposely add Green Giant Fresh Veggie Bowls or packaged vegetable
products to their orders."
Social media plays a huge role in this process, he adds. Growers
10 - OCTOBER 2019

Express/Green Giant Fresh helps usher consumers along the journey
from awareness to loyalty by emphasizing where the company's products can be found, directing followers to the nearest store and sometimes incentivizing purchase.
"We also provide reminders to add speciﬁc products to online orders
in our social media content at key times during the week," Byrne says.
"Showcasing recipes and dayparts in this content shows them how
conveniently our products ﬁt into their day."
Online purchases of produce are deﬁnitely growing, but many consumers are not conﬁdent that online companies will deliver the fruit at
the ripeness level they want, says Kevin Moffitt, president and CEO of
the Milwaukie, Oregon-based Pear Bureau Northwest.
"Consumers are still interested in selecting their own produce," he
says. "However, most are unsure of how to properly select ripe fruit
such as melons, mangos and even pears. Online retailers are training
their people better, and this should continue giving consumers more
conﬁdence to buy fruit online."

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GEORGEJMCLITTLE - STOCK.ADOBE.COM

The digital factor

9 out of 10 shoppers
would like supermarkets
to carry more locally
grown produce.

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Supermarket Perimeter - October 2019

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