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FCP Webinar
February 2016
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Keeping Up with the Trends: Americans Shopping Habits Revealed, Opportunities to Seize!
Presented by Hilary Presented by Hilary ThesmarThesmar, PhD, RD and David , PhD, RD and David FikesFikes, Food Marketing Institute, Food Marketing Institute
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FMI U.S. Shopper Trends 2015 - methodology
Qualitative:
• In-depth, one-on-one interviews with consumers
from two-shopper households, with 3-hour
tours of home kitchens, eating and food-storage
areas, and shop-along interviews in frequented
food retail locations
• Additional consumers from around the US, who
completed journaling and photo-collage
homework exercises prior to debriefing
• 2013-2014 Hartman Group ethnographic
research into eating and shopping.
Quantitative:
• Survey fielded to n=2,265 US primary shoppers,
18+ years old
• 25-minute online questionnaire, with sample
obtained via Harris Online research panel
• Split sample to cover wider range of topics, with
each sub-sample n>1,100
• Additional analysis was conducted of previous
FMI survey data, US Census, USDA data sets on
consumer spending, health and eating, Pew
Social Research reports and Hartman Group
2013-14 Compass data.
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From macro trends to eating and food shopping today
The current state of the food retailing sector is a reflection of long-term fundamental changes in
the way Americans eat and procure food.
• Today’s eating and shopping behaviors are inexorably linked and exist within the context of modern food
culture
• Modern food culture, which influences and prioritizes when, where, what, and (with) who(m) we eat and drink, in turn is a reflection of long-term economic, social, and cultural forces shaping America
FCP Webinar
February 2016
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Macro Trends affecting Shoppers Today
Household Composition
• Increase in ‘alone’ households
• Boomerang generation
• Multi-generational households
• Diversity of family structure
Technology
• Rapid speed of information
• Social networks replacing news
media
• Online retail
Workforce
• More women in workforce
• Increase in dual income
households
Health & Wellness
• Health issues/special diets
• Fresh Less Processed
Food Culture
• Shift from cooking to eating
culture
• Rise of snacking
• Exploration of flavor
DEMOGRAPHICDEMOGRAPHIC ECONOMICECONOMIC CULTURALCULTURAL
Source: U.S. Census, 2014. Bureau of Labor Statistics, http://www.bls.gov/cps/wlf-table23-2008.pdf. 2014 Hartman Compass, n=21,861 adult eating occasions.
Daily eating occasions
U.S. Households
Employment shift in family households
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Sum Total of all these Factors
A seismic shift in the way households are:
• Dividing up the household chores
• Redistributing roles
• Reallocating responsibilities and
• Rethinking the way the family operates
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How we procure food today is changing
More democratically within the household
� Many households now have both adults
buying food regularly
� Within households with children, children
are becoming “co-shoppers”
More democratically outside the household
� More than 50% of grocery shopping “trips”
involve going to 2+ stores
� 71% of consumers visit 5+ retail channels at
least once a month for food
� We utilize the roadside or online “pantry”
rather than stocking up the home pantry
� The lines between food retail and food
service are blurred in the minds of
consumers and are likely to entirely
disappear in the near future
“My phone is an easy button. I can order food, get
service, give feedback…
because companies can track me. I can pay with my
phone.”
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February 2016
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How we eat today is changing
Occasion-based meals and snacks
� Eating alone (47% of eating occasions)
� 50% meals/50% snacks
� New occasions: pre-breakfast snack, late night meal
On-demand, planned spontaneity
� 63% of eating occasion food choices are decided
within an hour of consumption
� 30% of the top 25 supermarket growth categories are
in the chilled or perishable categories (fresh “fast”
food)
Variety and customization (by dietary concerns, cuisines)
� 55% of families cook multiple meals/dishes to cater to
individual taste preferences
� 13% of all eating occasions include an emerging global
food
Cook less or cook more, depending on the occasion
� 77% of all eating occasion involve at least some
prepared food
“My roommates and I, we don’t
share food…we’ve had family meals
together maybe three times in the
last six years that we’ve been
rooming together.”
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The shopper base has broadened
of all U.S. Adults say they have at least 50% of the
household responsibility for grocery shopping83%
Source: FMI U.S. Grocery Shopper Trends, 2015. n=2,892.
*U.S. Census, 2014. **Hartman analysis of primary shoppers (those with 50% or more responsibility for
shopping within household) among all adults in U.S.
of all U.S. Adult men say they have at least 50% of
the household responsibility for grocery shopping
More people are having a larger role in grocery shopping….
73%
Men are driving the change
Grocery shopping roles among U.S. adults
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However….There is no longer a 1:1 ratio of
primary shoppers to households.
With more people assuming a
significant role in shopping, each
household has a potential for
multiple shoppers sharing the
responsibility.
More people
claim to be
“Primary
shoppers”
than there are
households
123Million
U.S.
Households
203 Million
“Primary
Shoppers”**
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Diversification of the primary store
Channel of Primary Store
Supermarkets as a primary store show no sign of rebounding to prior levels, but no single
other channel is stealing that share
The number of consumers who indicate “no primary store” is striking
Discount, limited assortment and organic/specialty stores are all under 6%
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Audience Question
Thinking of your own household, which of the following most closely resembles your
responsibility for food shopping?
Self (Single-person household. Responsible for all grocery shopping in household)
Primary (Multi-person household. Responsible for ALL or MOST of the grocery shopping in
household)
Secondary (Multi-person household. Responsible for at least 50% of the shopping, however,
another adult is the primary decision maker)
Shared (No primary shopper, shopping shared between adults in household)
What about other households? Parents, children, friends, neighbors? Same patterns?
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February 2016
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Females engage in more planning behavior prior to the trip
Planning prior to grocery shopping
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Changes in food shopping responsibility are driven by changes in food prep responsibilities
More men are cooking
Average daily participation in cooking
In the past 30 years, men have
nearly tripled their contribution
to household cooking
Percentage of all time spent cooking
Role in COOKING drives role in SHOPPING
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Cost Cost Can we afford
it?
Convenienceonvenience
Is it quick &
easy?
Taste
Will they eat
it?
Health &
Wellness
Is this good
for them?
Esoteric
ConcernsIs it….
locally
produced?
environmentally
sensitive?
organic?
genetically modified?
humanely treated?
produced by workers
treated fairly?
SAFE?SAFE?SAFE?SAFE?
The
Consumer
Mind
FCP Webinar
February 2016
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Food Safety
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Shoppers generally trust food retailers to provide safe food
Overall, there is relatively high
confidence in the food supply found at
grocers. This level of basic confidence
has remained consistent over the past
ten years.
“How CONFIDENT are you that the food is safe?”
Grocery vs. Restaurant Food
93% of Shoppers trust their
grocery store to ensure
safe food products (compared to 91% in 2014)
Grocery stores
Restaurants
“I TRUST my grocery store to ensure that
the food I purchase is safe”
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Shoppers assign shared responsibility for food safety
In a substantial shift over the past five years, shoppers now tend to rely on a broader array of parties responsible for food safety.
Shoppers have long reported a role for “government institutions” about as frequently as for food manufacturers or food stores. However, in 2015, when shoppers were asked about specific, individual agencies, FDA and USDA, they revealed that they rely on these institutions more than anyone else, aside from themselves.
Who to Rely on To Ensure What is Bought at Grocery is Safe
Myself as an individual
Food manufacturersGovernment institutions
Food stores
Consumer groups
Farmers
FDA*
USDA*
FDA and USDA
Introduced in
2015 survey
FDA and USDA
Introduced in
2015 survey
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February 2016
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Shoppers have a variety of concerns when it comes to the safety of their
food
Just about all consumers have incorporated some set of best practices for keeping food safe at
home.
Older consumers worry about contamination before food gets home, younger consumers
often implicate their own behaviors.
Perceived Health Risks
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2015 UPDATE: FOOD SAFETY
Shoppers Utilize Multiple Sources For Information On Food Safety
Standards And Recalls
When it comes to learning about
food safety standards and practices,
consumers tend to refer to the
internet (65%) or consult with friends
or family (58%). On the other hand,
television remains a major source for
information on food recalls, far
ahead of supermarket visits or
messages.
How Shoppers Learn About Food Product
Recalls
Source: FMI U.S. Grocery Shopper Trends, 2015. H25: “How likely are you to consult the following to learn about the safe handling of food?” H28: “From which of the
following sources do you typically hear about food product recalls?” n=1,164-2015; n=1059-2014. Items in red boxes indicate year over year results are statistically
significant at p<.05.
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Health and Wellness
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February 2016
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When it comes to eating healthy at home, consumers trust food retailers to
be their wellness allies
US Consumers need and want to eat better
say the food they eat is as not as healthy as it could be
Consumers and public health experts agree that eating at home is healthier than eating out
Consumers trust food retailers to be their wellness allies
of consumers say eating at home is healthier than
eating out92%
Source: FMI U.S. Grocery Shopper Trends, 2015. “The food I eat at home is much healthier than the food I eat away from home”, Shoppers n=1,186. “When it comes to helping you stay
healthy, which of these groups tend to be on your side, and which tend to be working against you?”, Shoppers n=1,164.
“Strategies are needed to encourage more cooking among the
general population”Wolfson, et al., Department of Health Policy and Management,
Bloomberg School of Public Health, John Hopkins University, 2014.
71%
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When it comes to eating healthy at home, consumers trust food retailers to
be their wellness allies
Source: FMI U.S. Grocery Shopper Trends, 2015. “The food I eat at home is much healthier than the food I eat away from home”, Shoppers n=1,186. “When it comes to helping you stay
healthy, which of these groups tend to be on your side, and which tend to be working against you?”, Shoppers n=1,164.
When it comes to helping you stay healthy, which of these groups
tend to be on your side and which tend to be working against
you?My family
Doctors
My friends
Farmers
Fitness/health clubs
My ''primary'' food store
Drug stores
Local restaurants
Health insurance companies
Food stores in general
Government institutions
The news media
Celebrity chefs
Food manufacturers
The entertainment industry
Fast food restaurants
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Almost all consumers put the burden for consuming nutritious foods on
themselves
Shoppers believe their diet
“COULD BE HEALTHIER” …
especially among millennials
Shopper self-assessment of health of diet
Total Millennials
(18-36)
Gen-X
(37-50)
Boomer
(51-69)
Mature
(70+)
Most shoppers hold
themselves primarily
responsible for their health…
but also rely on partners to
make sure their food is
NUTRITIOUS
Who do you feel should be primarily responsible for ensuring
that the food you buy in your grocery store is nutritious?
Source: FMI U.S. Grocery Shopper Trends, 2015. H19: “Thinking of all the foods you eat at home how would you describe your diet?” H21: “Who do you feel
should be primarily responsible for ensuring that the food you buy in your grocery store is nutritious?” Shoppers n=1,164.
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Consumers are customizing their diets to meet a variety of conditions and
preferences
Q:Q: Which of these approaches to Which of these approaches to
eating have you used in the past 12 eating have you used in the past 12
months? (n=320)months? (n=320)
Total Total (30% shoppers)(30% shoppers)
Millennials Millennials (38%)(38%)
GenGen--X X ((25%)25%)
Boomers Boomers ((26%)26%)
Mature Mature (25%)(25%)
Vegetarian 26% 31% 20% 22% 25%
Lactose-free 23% 19% 13% 35% 30%
Gluten-free 21% 24% 18% 16% 27%
Dairy-free 19% 20% 20% 17% 12%
Seek raw/living foods 17% 15% 17% 15% 27%
Source: FMI U.S. Grocery Shopper Trends, 2015. H8: “Which of these approaches to eating have you used in the past 12 months?” Shoppers using dietary approach n=320.
*Results in bold indicate over-index compared to total.
30%of Shoppers participated
in some kind of
specialized approach to
eating in the past 12
months
Percent of each generation participating in a specialized dietary approach
Millennials
(18-36)
Gen-X
(37-50)Boomers
(51-69)
Mature
(70+)
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2015 UPDATE:
Health & Wellness/Nutrition
Source: FMI U.S. Grocery Shopper Trends, 2015. H18: “Compared to before you started using the nutritional labeling guidance programs, do you think that you
routinely make more healthful choices?” (n=705) H14: “Thinking of the variety of nutrition information sources in your primary food store, have you noticed?” Shoppers
n=1,164.
of Shoppers who use
nutritional guidance labelling
programs say they have
helped them make more
“HEALTHFUL” choices
52%
Nutrition information sources noticed in grocery store
Nutrition facts
panel on
products
Nutrition facts
panel on the
front of the
product (facts up
front)Shelf labelling
programs (NuVal,
Guiding Stars, etc.)
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Value Based Shoppers
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Claims sought by shoppers
GMO avoidance is currently more about minimally processed foods than
about health
Seeking “non-GMO” is the single
strongest indicator of an
underlying interest in minimal
processing, cued by an array of alternative claims such as
“Certified organic” or “No
preservatives.”
Claim patterns identified
via factor analysis
Red boxes indicate
that change in
results between
2014 and 2015 are
statistically
significant at p<.05.
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A growing number of consumers are intentionally avoiding GMOs
What are shoppers currently doing about
GMOs?
• One-fourth look for non-GMO, three-
quarters do not
How do GMOs sound to them?
• After hearing a brief description, an
additional one-fifth of shoppers said they
“would avoid” GMOs
• In sum, then, almost half (45%) of shoppers
say they would avoid GMO’s
Currently seek
non-GMO
Do not currently seek
non-GMO
“Would avoid GMOs”
based on description
45%vs. 47% in
2014
vs. 22% in
2014
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2015: ANIMAL WELFARE
Shoppers want to support companies that prioritize treatment of both
workers and animals, even above low prices
Source: The Hartman Group, Transparency 2015. “When deciding which product/service to purchase, how important is it that THE COMPANY that produces the
product/service?” (5 pt. scale: Top Box – Very Important). n=1779. Red boxes indicate differences between men and women are statistically significant at p<.05.
Company attributes that are ‘VERY IMPORTANT’
when considering which product to purchase
Shoppers are increasingly
concerned about animal welfare. Humane treatment of animals is the
second most important attribute that
shoppers expect from the companies
that provide the products they
purchase (up 6 percentage points
compared to 2013).
More women are concerned with
various socially responsible attributes
of the companies who produce the
products they purchase. In particular,
women tend to value humane treatment
of animals more than men:
54% vs. 41%
women men
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February 2016
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Beyond basic criteria, shoppers are looking for stores which support a
variety of economic and social values
Source: The Hartman Group, Transparency 2015. “Which of the following attributes of a GROCERY STORE make it more likely that you’ll shop there? (select all that apply)”
Shoppers n=1,701.
Personal Benefit Zone
Social Zone
Economic Zone
Environmental Zone
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2015: ANIMAL WELFARE
Shoppers want food retailers to prioritize animal welfare, even above
environmentally sustainable practices
Source: The Hartman Group, Transparency 2015. “Which of the following attributes of a GROCERY STORE make it more likely that you’ll shop there? (select all
that apply)”
Shoppers n=1,701.
Personal Benefit Zone:Concerns include product ingredients,
health, wellness, safety -- anything that
directly affects someone personally
Social Zone:Concerns include social responsibility,
humane treatment, community
involvement and fairness
Economic Zone:Concerns include financial stability and
welfare
Environmental Zone:Concerns include impact on
environment, stewardship of natural
resources and minimizing waste
Women shoppers assign
even more importance on
animal welfare than Men…
23% vs. 18%
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Final thoughts
• How consumers plan, shop and consume food is evolving
• The diversification of the primary store speaks to the consumer desire for increased
channel exploration as well as the customization of diets and eating occasions
• Because most multi-adult households have some form of shared shopping taking place
today retailers should:
� Market to households and individuals within it, not shoppers as a homogeneous group
� Try to uncover various roles and responsibilities within the household and help consumers
coordinate tasks
• Realization of values based decisions about food and influence on purchases
• Retailers continue to be seen as highly trusted sources of information on health and
food safety, but consumers do not necessarily look to them for “education”
• Opportunities to provide information, resources, client/customer services
• Retailer success will increasingly hinge on understanding what is happening at a
household level with regard to shopping responsibilities, eating occasions,
customization of diets/preferences and the new consumer interpretation of wellness
top related