2013 NGA-SupermarketGuru Consumer Panel Survey Part 2

We continue our special report on the 2013 NGA SupermarketGuru Consumer Panel Survey , just released last week at the NGA Annual Convention. For the complete survey report go to nationalgrocers.org.

We continue our special report on the 2013 NGA SupermarketGuru Consumer Panel Survey , just released last week at the NGA Annual Convention. For the complete survey report go to nationalgrocers.org. Our survey data indicates how quickly shoppers might switch stores, simply for the right size store. We asked, “If a store in your preferred size opened nearby, and price/quality was about the same as where you shop now, would you switch?” More than one-quarter of the shopping public (26.6%) says they’d definitely switch and nearly half (49.0%) would at least try the new operator. Segments that lead the “definite switch” numbers are key: the heaviest grocery spenders (28.2%), Millennials age 25-39 (30.9%), and the largest households of 5 or more (32.7%). So what should independents emphasize to align deeply with consumers in 2013? Focus on healthy/fresh/local expertise and assortments to help people eat smarter, cooking insights to raise consumer confidence in the kitchen, easy store layouts and speedy checkouts, survey findings suggest. Since 6 in 10 Americans concede they could eat “a lot/somewhat healthier,” it is time to underscore the importance daily of produce and perimeter departments. A 70.9% majority says they eat more fruits and vegetables to ensure a healthy diet. It is a Good thing 90.0% call high-quality fruits and vegetables the top feature in a primary supermarket—and 90.1% rate their main grocer “excellent/good” on this measure. This is the highest-ever rating in the survey’s history. For nearly 3 out of 4 consumers (73.0%), nutritional and health information is “very/somewhat important” to their choice of a food store. The availability of nutritionists and dietitians could build momentum for supermarkets in this emerging area. New questions in this year’s survey explore the connection between consumers, grocers and these food-health professionals. Notably, nutritionists/dietitians trail only physicians and the Internet as the most trusted information sources—that’s more than traditional media, ratings systems on packages, and other choices. If consumers could access them for individual help, they’d mostly seek “general guidance on foods that give good nutritional value for the dollar” (16.6%), “best foods for my specific health condition” (9.9%), and “label reading, including ingredients and nutritional claims” (9.2%). Some would pay for services specifically tied to individual wellness goals, weight loss, and best and worst foods for specific health conditions. For more on the role of retail dietitians check out retaildietitians.com