ORLANDO – Food Marketing Institute (FMI) today introduces its 2019 exploration into the views of produce shoppers and their influence on the $60 billion grocery category. The Power of Produce analysis demonstrates that produce is a big, profitable focus for food retailers, but cautions that the produce purchase is losing momentum to other channels, and younger shoppers are catalysts for this shift.
FMI Vice President, Fresh Foods, Rick Stein said, “The new study aims to reinvigorate the produce category and serve as a reminder to grocery retailers that they can’t get too comfortable as the leader in sales. Specifically, the study suggests a need for a renewed focus on strategies for continued growth, including organic, locally grown produce, value-added produce for time-starved customers, produce-based beverages and private branded produce.”
Where are consumers shopping for produce?
Fifty-five percent of grocery trips contain fresh produce, and half of all shoppers identified a full-service supermarket as their primary outlet when buying fresh produce. While traditional grocery maintains a dominant lead in sales, a younger generation shows a greater propensity for supercenters and alternative channels, including online, dollar stores, convenience stores and farmers’ markets. In fact, only 34 percent of older Millennials identified a supermarket as their primary grocery store for produce.
Stein noted, “Since produce is becoming more widely available as subscriptions, and available across drug and dollar, or even at the airport, the opportunity to differentiate the produce category in grocery is ripe for consideration.”
What’s a retailer to do?
· Speak the local language: Fifty-three percent of survey respondents want expanded local assortment. However, the very definition of local has a wide range, with the average response being an 88-mile radius, so retailers will need to develop their own consistent and store-wide definition of local.
· Cut up the competition: Value-added produce – cut, chopped, halved, hearts, microwave-ready or even snack packs – delivers myriad solutions for time starved customers. In fact, shoppers could be prompted to buy value-added produce under certain conditions, such as competitive pricing (59 percent) and longer shelf life (35 percent).
· The proof is in the juice: This year’s analysis notes there’s room for growth in consumption occasions, since 36 percent of shoppers eat fresh produce about three times a week or less, and they’re interested in incorporating produce into different meal occasions. Most notably, 56 percent of shoppers report purchasing veggie shakes or fruit smoothies and 53 percent purchase cold press juices. These shares do not include similar beverages people make at home or buy from other areas of the store, such as Kombucha.
· Spend more instead of buy more: A more premium basket with value-added, locally sourced and organic products will meet the needs of the consumer and influence the bottom line.
· Freshen up the store’s storytelling: Take a nod from the competition and tell a better story about that product’s freshness, the farm, the uses, nutritional properties and add an element of discovery for the shopper.
The analysis, conducted by 210 Analytics and supported by data from IRI and Nielsen is made possible by the generous support of Burris Logistics, Yerecic Label and Southeast Produce Council.
For Media:
· The Power of Produce 2019 debuts at the Southeast Produce Council Southern Exposure event on March 8 as part of a keynote address
· A gratis copy of the report is available by contacting Heather Garlich at FMI
· An infographic is linked here for media and social media use
About FMI
Food Marketing Institute proudly advocates on behalf of the food retail industry, which employs nearly 5 million workers and represents a combined annual sales volume of almost $800 billion. FMI member companies operate nearly 33,000 retail food stores and 12,000 pharmacies. FMI membership includes the entire spectrum of food retail venues; single owner grocery stores, large multi-store supermarket chains, pharmacies, online and mixed retail stores. Through programs in public affairs, food safety, research, education, health and wellness and industry relations, FMI offers resources and provides valuable benefits to almost 1,000 food retail and wholesale member companies and serves 85 international retail member companies. In addition, FMI has almost 500 associate member companies that provide products and services to the food retail industry. For more information, visit www.fmi.org and for information regarding the FMI Foundation, visit www.fmifoundation.org.
