A new market research report by Packaged Facts identified four key ways that U.S. grocers can use to better attract and meet the needs of affluent food shoppers. One of the strategies cited involves carrying more frozen food of the organic kind.
Affluent shoppers are a category which includes 42m grocery shoppers in the U.S. with a household income of USD150,000 or more. According to Packaged Facts, affluent food shoppers are more prone than other food shoppers to shy away from conventional shelf-stable packaged foods and are more likely to spend their money and time on buying and experiencing higher-margin store perimeter products and services.
The report notes that affluent food shoppers are far more likely to buy organic fresh and frozen foods. Therefore, stores need to provide a full range of options in this category. For example, data reveals that this category is 40% more likely than food shoppers on average and even more likely than non-affluent food shoppers to use organic meat and poultry and frozen foods.
Other strategies involve reflecting on the values of the natural chain. Whether they shop in natural food stores or not, affluent food shoppers reflect the food culture of the natural channel. This means grocers interested in expanding their affluent shopper base need to promote values such as fair trade, local sourcing, sustainably grown products, humane treatment of animals, and clean labeling.
Moreover, the report advises grocers to respond to the fact that the center store choices of affluent food shoppers stand apart in two ways. First, when affluent food shoppers do buy shelf-stable foods, they have a high propensity to select brands other than popular national brands. Many of these are likely to be those often found in stores in the natural channel.
Lastly, grocers are encouraged to take steps to improve foodservice operations. Highly affluent food shoppers are especially likely to avoid cooking at home and shopping. Yet, data indicates that affluent food shoppers currently exhibit relatively lukewarm interest in the prepared food choices they currently find in their supermarkets and grocery stores. This is why grocers need to strive to continuously improve the quality and desirability of their in-store foodservice offerings.