Shoppers Want a Deeper Grocery Relationship

Consumers are interested in more than a simple seller-to-buyer relationship, according to Innovation Trends, Attitudes and Opportunities from the International Dairy-Deli-Bakery Association.

For this new research, IDDBA commissioned Datassential to explore consumer attitudes and interest in various forms of innovation. A key finding shows that grocery stores have an opportunity to expand their roles in shoppers’ lives by presenting themselves as stewards of their communities and conduits between food sources and end consumers.

Today’s consumers are looking for shopping experiences that make them feel connected to their communities on multiple levels. The “local” and “sustainable” movements are popular and appeal to consumers across demographics. They want to know the where, when, and how’s of the foods they buy.

Consumers indicated repeatedly that they would welcome the chance to create ties with farmers and artisans via their local supermarkets and delis. They were also interested in grocery retailer-sponsored educational events ranging from cooking classes to tastings to health and fitness events. Supporting local charities is also an excellent ways to generate goodwill and increase word-of-mouth endorsements.

Food trucks are gaining popularity; 76 percent of those surveyed would be at least somewhat interested in purchasing food from a gourmet food truck operated by their favorite grocery store. Many consumers also said that a gourmet food truck would give them the impression that the grocery store was innovative and on trend.

Consumers are ready to be more connected and involved with their community and grocer. With a little innovative thinking, grocery stores have an opportunity to greatly expand their relationship with shoppers.

Datassential is a full-service research provider for the food industry, specializing in consumer and B2B research.

Madison, Wis.-based IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, training programs, management tools and an annual trends report.