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Inflation
- Three-quarters of supermarket shoppers find the increased prices of produce an issue.
- A fifth of consumers are planning to purchase less fresh produce; these Americans are less optimistic and are more budget conscious.
Sustainability
- A fifth of supermarket shoppers will pay more for sustainably sourced items; this is particularly true for parents, those with high household income, and younger generations.
- Over half see produce packaging as not sustainable. Other grocery items are seen as even less environmentally friendly.
ALL advertisers can learn from these trends…
Inflation
Brand equity becomes ever more important when prices are increasing. Consumers are more willing to overlook the sticker shock if they care about the brand. Brand affinity for produce is lower than other food categories; this is an area where a product can stand out.
Sustainability
Media, special interest groups, and the government are all pushing sustainability, making consumers more aware and passionate about green initiatives. In this volatile economy, promoting sustainability can be the differentiator consumers are more willing to pay for.
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