Supermarket Perimeter - September 2020 - 55

EKATERINA POKROVSKY - STOCK.ADOBE.COM

survey's ﬁndings regarding channel choice: value stores are doing well,
but at the other end of the spectrum, so are organic and other specialty
retailers.
Forty-seven percent of shoppers say they've purchased groceries
online. That number, while impressive, is starting to level off bit after
several years. Sixteen percent of older millennials order online "very
regularly." Just 3% of boomers do.
In the early years of online grocery shopping, consumers focused
most of their purchases on the center store, Roerink said. Now, however,
many more are buying items from the fresh perimeter. From 2019 to
2020, the percentage of shoppers buying fresh produce online jumped
from 20 to 29%.
Going forward, 58% of shoppers said they expect to buy more
produce and other fresh items online.
Grocery retailers looking to boost their produce sales will need to
continue to emphasize how produce is grown and to provide more
organic, local and seasonal options for consumers, Roerink said.
"How fruits and vegetables are grown is of inﬁnitely more importance
with younger consumers. Expect this to have a bigger impact as the
boomer dollar shrinks."
Half of all consumers told FMI and 210 Analytics that they want more
assortment in their local and seasonal options, 40% want more organic
choices and three in 10 more non-GMO.
Organic, for consumers, is perceived as healthier and a "short cut" to
free-from, nutritional value, less environmental impact and water usage
and support for family farms, Roerink said.
"Winning with organic is close to winning with fresh produce
altogether. Retailers need to continue to educate shoppers, make
inroads to drive extra purchases."
If they can expand the organic beyond "healthy," they will be more
likely to overcome the price gap that still keeps many shoppers from
buying organic produce, she added.
"It used to be enough if the produce looked good and had a good
price point," Stein said. "That's not the case anymore. A lot of consumers
are following a certain diet or lifestyle, and they're really hungry for
information. You have to know more about your consumer now."
If he was still in retailing, Stein said, he'd be spending a lot time
educating managers and their staffs about different diets and the impact
of different fruits and vegetables on different health needs.

More and more
consumers are buying
fresh produce and other
fresh foods online.

"WHEN YOUR
STORAGE
NEEDS KEEP
CHANGING,
I CHANGE
WITH THEM."
ÊÄÑÑØÉÎÇÍÒÎÍ

WHS & OPS MANAGER

Getting bananas on
your shelves at the peak
of ripeness has gotten,
well, bananas. These
days, logistics, consumer
demand, even storage
temperature requirements
change by the hour. Kerry
Johnson and his team
enhanced their system to
react to any change, even
accounting for variable
temperature requirements
so that produce ripens on
schedule, and hits shelves
ready to enjoy.

CanDoDoneDaily.com
for the full story
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Del Monte Foods, Inc. © 2020
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SEPTEMBER
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Supermarket Perimeter - September 2020

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