Planning for the Grocery Shopping Trip
That may be a bit extreme but it illustrates the point that in one form or another, food entrepreneurs must consider that grocery shopping lists are created before the consumer heads out for their grocery shopping trips. It is particularly important to understand that online consumer behavior is driving the grocery shopping list in new and evolving ways.
I asked Packaged Facts for some help in seeing how the consumer is shopping these days.
Packaged Facts is a leading provider of market research in consumer goods, food and beverage so they are my go-to people for… the facts!
Supermarkets Playing a Decreasing Role
Most recently more money saving moms (yes women still make the majority of grocery shopping trips) are taking a Super Walmart shopping trip due to Walmart's Ad Match program, a program makes deals at Walmart the lowest prices anywhere… matching any competitors price. (Note that this trend is helping women-owned food businesses making healthy foods get into Walmart as these brands appeal to moms who shop at Walmart!)
The food shopping list is changing due to the continuing strength in private label store brands and consumer's realization of private label savings and improved or exceeding quality compared to national brand equivalents.
The store list is less complex shopping at a Trader Joe's since one only needs a shopping list with items vs. brand names.
Trader Joe's stocks over 80% of what they sell under the Trader Joe's brand.
Food Shoppers Insights
I asked Packaged Facts for some help in seeing how the consumer is shopping these days. Packaged Facts is a leading provider of market research in consumer goods, food and beverage so they are my go-to people for… the facts!
Packaged Facts polled consumers who had shopped for groceries within the last 24 hours and found that 31% had recently received, seen, or heard some form of marketing communication from the retail store where they shopped for groceries.
According to their report "Given that 65% [of shoppers] reported doing any type of planning for their shopping trip, which includes gathering coupons and looking for product or sale information, in part via the Internet-food retailers are not optimizing this opportunity."
The last part, via the Internet, is crucial for food entrepreneurs to understand- namely, how consumers create online grocery shopping lists and how that affects your new product launch.
What Food Shoppers Use to Make Decisions
Among the shoppers who received any type of marketing communications from their food retailer, 70% received traditional printed circulars or flyers, and 41% saw newspaper ads. Among non-print sources, however, new media ranks with old (new media is internet advertising and social media): the percentage who had received email messages (6%) slightly edged out those who had seen TV ads (5%), and the percentage who had received Facebook messages (2%) tied those who had heard radio ads.
How to Make Food Product Launches More Successful
Food entrepreneurs can make their new product launches more successful by understanding evolving trends in consumer behavior. The table clearly shows Email Marketing and Facebook rank equally well with traditional Television and Radio advertising.
- See if there are opportunities to promote your products through participation in the retailers' own email marketing programs.
- Create your own email marketing program and link back to suggested stores where your customers can buy.
- Make sure to include this in your new product launch campaign.
- Create a retail PowerPoint presentation to highlight your Facebook and Email Marketing efforts and illustrate how they are more effective than traditional forms of advertising.
- Tailor your marketing efforts to match your customer profiles. If you are targeting men or businesses, you will want to understand which social media and marketing vehicles will best reach your targets — then build your findings into your food marketing plan.
Data from Packaged Facts' shopper insights study are featured in the report, Food Shopper Insights 2011.