Supermarket Perimeter - August 2020 - 6

WIRE
Grocery shoppers
view transparency
as essential online
and instore
Data shared by Arlington,
Va.-based FMI - The
Food Industry Association and Label Insight
identified that 81% of
shoppers say transparency is important or
extremely important
to them when grocery
shopping online and
instore.
The data was
released in a new report,
"Transparency Trends:
Omnichannel Grocery
Shopping from the
Consumer Perspective."
Conducted from March
5 - 18, the report is
based on data from

6 - AUGUST 2020

omnichannel grocery
shoppers.
"It's one thing to
know consumers want
transparency, it's another
thing to act on it,"
said Tim Whiting, vice
president of marketing
at Label Insight. "We're
seeing more and more
that providing detailed
product information is
key to building trust and
loyalty with consumers.
Moving forward, brands
will need to continue
to listen better to their
customers, continuously
update their online and
instore content to keep
pace with changing
consumer preferences
and be an open book
when it comes to their

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from manufacturers
and brands (41%) or
from government
institutions (46%).
x Consumer needs
have changed and
transparency needs
have evolved along
with them. More
shoppers are sticking
to a diet or healthrelated eating program
in 2020 (64%) than in
2018 (49%); and their
shopping behaviors
are impacted even
more by food allergies,
intolerances or
sensitivities than two
years ago, with 44%
indicating this in 2018
and 55% in 2020.
x Online expectations
for transparency
are higher than for
brick-and-mortar.
Forty-two percent
of shoppers believe
online grocery retailers
should be responsible
for providing detailed
product information
compared to
brick-and-mortar
grocers (35%).
x Consumers go
online to get more
information. When
met with a need to get
more detailed product
information or clarify
questions, shoppers
turn to the internet.
Forty-seven percent of
shoppers will choose
to research ingredients
online in the face of
confusion, and 89%
of consumers would
be more likely to seek
details on a product
if it had more online
information.
"Pre-pandemic,

online shoppers
expressed a desire for
expanded features that
would enable search
capabilities, exploration
and better ways to
compare products,"
said Doug Baker, vice
president of industry
relations at FMI. "The
analysis helps food
retailers prioritize
how consumers want
to engage with them
and their brands in an
authentic way."

Omnichannel
shoppers increasing
amid pandemic
The Lake Success, NYbased Retail Feedback
Group (RFG) recently
published its 2020 US
Online & In-Store Grocery Shopping Study,
providing insight from
both instore and online
shoppers collected amid
the COVID-19 pandemic. Key insight from the
study shows that an
increasing percentage of
consumers are becoming
omnichannel shoppers.
"Grocers and analysts
have traditionally
segmented 'in-store
shoppers' from 'online
shoppers,' however, a
key takeaway from our
research is the extent
to which individual
shoppers are now buying
groceries both in a store
and online, and that
this activity is strongest
among the younger and
growing generations,"
said Doug Madenberg,
principal with RFG. "We
now have food shoppers
who are able, and
increasingly willing, to

ASIANDELIGHT - STOCK.ADOBE.COM

the

products so that they
can maintain and grow
market share."
Key findings from the
report include:
x Consumers evaluate
core factors that make
a brand transparent.
Shoppers label a brand
or manufacturer as
transparent if they
provide a complete
list of ingredients
(62%), the description
of ingredients is in
plain English (53%),
provide certifications,
such as USDA organic
(48%), and provide
in-depth nutritional
information (47%).
x Responsibility for
transparency is
met with distrust.
Sixty-one percent of
omnichannel shoppers
believe manufacturers,
brands or government
institutions are
completely responsible
for providing detailed
product information;
however, less than
one-half of shoppers
completely trust
product information


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Supermarket Perimeter - August 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - August 2020

Supermarket Perimeter - August 2020 - 1
Supermarket Perimeter - August 2020 - 1
Supermarket Perimeter - August 2020 - 2
Supermarket Perimeter - August 2020 - 3
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