Supermarket Perimeter - August 2021 - 13

rank more important to millennials than any other
age demographic, according to a 2019 Mindlab study
published by GFI.
Meanwhile, health and naturalness are bigger
motivators for Baby Boomers. Mindlab's study found that
health attributes such as " fresh, healthy, high-fiber, lowsugar,
low-salt, low-fat, and unprocessed, " ranked as more
important to baby boomers than to any other age group.
" The younger generations buy based on their values, "
said Emmett. " With older generations it's most often that
they are recommended by their doctor, tends to be more
around health. "
Drawing omnivore shoppers to plant-based
Mindlab's study identified that the top drivers of
individual plant-based product sales are taste, familiarity
and tradition.
" The primary considerations when deciding whether
to purchase a plant-based product all relate to how the
product will benefit the individual consumer, " the study
said. " Unless the product meets taste expectations and fits
in with consumers' existing perceptions of an animalbased
meat or dairy product its environmental or ethical
profile is unlikely to influence the majority of consumers. "
Ignaszewski noted that the plant-based industry and
retailers have come a long way in marketing plant-based
products to omnivore consumers.
" In particularly, messaging has changed to leaning into
plant-based terms instead of restrictive terms like vegan
or vegetarian that don't really speak to omnivores, "
Ignaszewski said. " 65% of retailers are using plant-based
language on instore signage and promotions, and that
terminology is anywhere between 15 to 20 points more
effective at driving purchase intent compared to vegan
or vegetarian. "
Making small changes like that can help retailers tap
into a new batch of consumers. Ignaszewski pointed
out that almost 40% of consumers in the US still haven't
tried plant-based products but indicated they are open
to purchasing them. She also noted that there has been
a large uptick in trial and repeat customers who are
trying plant-based for the first time and coming back to
buy more.
Ignaszewski emphasized that more retailers need
to be featuring plant-based products alongside their
traditional counterparts - both instore and in online and
printed promotions.
" So in the grilling promotion (for example), having
"
Deli Home Coming.
"
" The Experience "
Creates a stronger relationship between the customer and the brand.
* 84% of customers say the experience is as important as the
products and services*
* Creates a platform for a Customer Acquisition Portal™
®
engagement
Deli associates must be selected on the basis of their people/
interpersonal skills.
* Engaging with customers in a real-time conversation to create an
emotional individualized experience (two-way engagement)
Invitation
Hospitality is
The invitation is the foundation for customer recruitment.
Greeting
It all starts here.
© 2021 M&E Mfg. Co., Inc.
Trademarks property of M&E Mfg. Co., Inc. (845) 331-2111 beyondsmartdeli.com
Covered by one or more of the following U.S. Patents: 5,330,064; 5,386,787; 5,471,922; 5,503,087; 5,628,522; 5,957,309; 6,149,120;
6,322,180; 6,366,313; 6,474,757; 6,974,042; 7,419,063; 9,440,667; D480,528; D481,513. Other U.S. & foreign patents pending.
Narrow Aisle /Back Bar Docking Station, Pat. #9,440,667
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™
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Supermarket Perimeter - August 2021

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