Focus on Fresh

The Lempert Report
February 11, 2014

A look at the 2014 National Grocers Association-SupermarketGuru Consumer Survey Report.

As the National Grocers Association Show goes on this week in Las Vegas, we wanted to take a look at some of the notable pointers that came out of the 2014 National Grocers Association-SupermarketGuru Consumer Survey Report. For starters, how about the huge pull of fresh foods and produce to supermarkets! 

According to the survey, nearly three-quarters of consumers (73.6%) state that perimeter fresh foods are the main draws of supermarkets. Consumers want fresh foods and fresh produce, and this trend is on a continual rise from 69.2% in 2013 and 66.4% in 2012.  

Also interesting is that shoppers want produce to look and taste freshly picked, but without the dirt.  Clean displays top the list of what matters most to respondents, two-thirds (66.6%) say this. What else do chief household shoppers want in produce displays?  According to the survey “Appealing appearance of food” is at the top, then “products are not past sale date”, “locally grown” and finally, “packaging that gives me a clear view of product”.

 This NGA-SupermarketGuru Consumer Survey Report illustrates a high demand for fresh. But more importantly for supermarkets, data shows customers choose to spend fresh produce money at Supermarkets!  Posting the highest-ever level, 85.9% of survey respondents say they spend more than half of their fresh-food dollars in supermarkets.   This is up from 84.3% in the prior two years; the increase came mostly from households that spent between one-quarter and one-half of their fresh-food dollars at supermarkets in 2013. 

And don’t expect this to change anytime soon! “Health” dominates once again as the leading reason why people eat fresh foods, but also  “taste” rose nominally to 38.2% from last year’s 37.5%.  This suggests people actually like eating fresh foods and will continue to do so.  Supermarkets take note.  Focus on fresh!