Supermarket Perimeter - January 2019 - 16

CONVENIENCE,
SNACKING

The
numbers

49%

remain loyal to a brand
even if cheaper options
are available, vs. 30%
for older generations.

44%
only shop at stores
that reflect their social
or political values,
compared to 23% of
older generations.

78%
use their phones to
research products,
compared to 58% of
older generations.

Source: National Retail Federation
2018 Survey Of Millennial Parents

16 - JANUARY 2019

The retail grocery world as it's currently constituted
is not ideally suited to bridge this gap between itself and
millennials and Gen Z, Bishop says. For one, large sectors
of grocery are still dominated by men over the age of 50.
"There's a fairly significant cultural divide," he
says. "And part of what's happening is that that divide
is creating a lot of confusion on the part of the older
segment. They're perplexed about what the younger set
is thinking about."
The "older segment" should not, Bishop says,
assume that younger people will only buy center-store
products online, for instance. Amazon launched its
Amazon Fresh initiative almost a decade ago. Many
people take Amazon Fresh's struggles as evidence that
"fresh foods" and "online" don't go together. Bishop has
a different take.
"The very fact that they're still working on it,
working hard and making progress, tells you that they're
coming" for a sizeable chunk of the perimeter dollar.
"There is an answer to how fresh can go online. It's just
not a simple answer."

Creating experiences
Experiences, Stern says, will play a big role in determining which brick-and-mortar retailers are successful at getting millennials and Gen Zers to shop their
perimeters.
"Experiences can still be a driver for visits, as will
fresh products and foodservice options," he says. "These
consumers still need choice and want to learn about
new cuisines."
The perimeter, Stern says, will be the main source
of these experiences. "It's easier to create excitement and
seasonality in fresh."
Within the fresh perimeter, all departments - meat
and poultry, seafood, produce, deli, bakery and prepared
foods - have the potential to draw in younger shoppers,
Stern says.
www.supermarketperimeter.com

Millennials love experiences, Scott agrees - and,
believe it or not, especially experiences they can't get
from their phones or computers. That presents perimeter departments with great opportunities to do sampling
and cross-promote within the perimeter.
And if you can work in the values near and dear to
younger Americans, all the better, she says. "Merchandise
the fresh guacamole made instore with the fresh chips
made instore," Scott offers as one example.
Grocery retailers should also venture outside the
box and consider not just products but solutions to millennial and Gen Z needs. When they enter the perimeter,
for example, greet them with a promotion or display that
answers the question, "What do I need for the party?" or
"What do I need for dinner tonight?"
It's also vital, Scott says, to keep in mind that when
it comes to helping younger consumers solve their
shopping problems, or luring them in with experiences,
realize that many millennials and Gen Zers aren't stocking up for the week like older generations do, but instead
"buying for the day." Maybe they're picking up one piece
of fresh meat, one individual salad and one baguette for
that night's dinner.
California retail chain Raley's is one example of a
grocer that's bringing experiences to the fresh perimeter
that resonate with younger consumers, Bishop says.
To begin with, Raley's has an abundance of
high-quality fresh foods, and they've made it a priority, he says. And they leverage that fresh advantage
with their own meal kits and prepared meals that are
promoted aggressively via social media and, in the store,
often displayed at the front of the store where convenience-minded millennials and Gen Zers can easily and
quickly locate them.
"They've shaken up the concept of the perimeter,"
Bishop says.
Raley's and other retailers with a good bead on
millennials and Gen Z know how to cater to the "time

SOURCE GUACOMOLE
WHOLLY
-

Wholly Guacamole's new
snack packs for the perimeter
deli and/or produce
department are a millennial
and Gen Z home run.


http://www.supermarketperimeter.com

Supermarket Perimeter - January 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2019

Supermarket Perimeter - January 2019
Editor's Note - More of a good thing
Contents
The wire
Ready to run
YOUTH MOVEMENT
From passion to profits
Bakery - Natural ingredients
Pastries
Deli - Seasonal merchandising
Snacking cheeses
Meat & Poultry: Dietary callouts
Flavor enhancers
Produce: Brand power
Leafy greens
Seafood: Sustainable gains
Food safety - Equipment innovations
Commissary Insider
FOOD SAFETY - FACILITY DESIGN
PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
PACKAGING - SINGLE-SERVE PACKAGING
R&D - CLEANING AND SANITIZING
Product Showcase
Advertisers
Fresh takes
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - 2
Supermarket Perimeter - January 2019 - Editor's Note - More of a good thing
Supermarket Perimeter - January 2019 - Contents
Supermarket Perimeter - January 2019 - 5
Supermarket Perimeter - January 2019 - The wire
Supermarket Perimeter - January 2019 - 7
Supermarket Perimeter - January 2019 - 8
Supermarket Perimeter - January 2019 - 9
Supermarket Perimeter - January 2019 - 10
Supermarket Perimeter - January 2019 - Ready to run
Supermarket Perimeter - January 2019 - 12
Supermarket Perimeter - January 2019 - 13
Supermarket Perimeter - January 2019 - YOUTH MOVEMENT
Supermarket Perimeter - January 2019 - 15
Supermarket Perimeter - January 2019 - 16
Supermarket Perimeter - January 2019 - 17
Supermarket Perimeter - January 2019 - 18
Supermarket Perimeter - January 2019 - 19
Supermarket Perimeter - January 2019 - From passion to profits
Supermarket Perimeter - January 2019 - 21
Supermarket Perimeter - January 2019 - 22
Supermarket Perimeter - January 2019 - 23
Supermarket Perimeter - January 2019 - Bakery - Natural ingredients
Supermarket Perimeter - January 2019 - 25
Supermarket Perimeter - January 2019 - 26
Supermarket Perimeter - January 2019 - 27
Supermarket Perimeter - January 2019 - Pastries
Supermarket Perimeter - January 2019 - 29
Supermarket Perimeter - January 2019 - 30
Supermarket Perimeter - January 2019 - 31
Supermarket Perimeter - January 2019 - Deli - Seasonal merchandising
Supermarket Perimeter - January 2019 - 33
Supermarket Perimeter - January 2019 - 34
Supermarket Perimeter - January 2019 - 35
Supermarket Perimeter - January 2019 - Snacking cheeses
Supermarket Perimeter - January 2019 - 37
Supermarket Perimeter - January 2019 - 38
Supermarket Perimeter - January 2019 - 39
Supermarket Perimeter - January 2019 - Meat & Poultry: Dietary callouts
Supermarket Perimeter - January 2019 - 41
Supermarket Perimeter - January 2019 - 42
Supermarket Perimeter - January 2019 - 43
Supermarket Perimeter - January 2019 - Flavor enhancers
Supermarket Perimeter - January 2019 - 45
Supermarket Perimeter - January 2019 - 46
Supermarket Perimeter - January 2019 - 47
Supermarket Perimeter - January 2019 - Produce: Brand power
Supermarket Perimeter - January 2019 - 49
Supermarket Perimeter - January 2019 - 50
Supermarket Perimeter - January 2019 - 51
Supermarket Perimeter - January 2019 - Leafy greens
Supermarket Perimeter - January 2019 - 53
Supermarket Perimeter - January 2019 - 54
Supermarket Perimeter - January 2019 - 55
Supermarket Perimeter - January 2019 - Seafood: Sustainable gains
Supermarket Perimeter - January 2019 - 57
Supermarket Perimeter - January 2019 - 58
Supermarket Perimeter - January 2019 - 59
Supermarket Perimeter - January 2019 - Food safety - Equipment innovations
Supermarket Perimeter - January 2019 - 61
Supermarket Perimeter - January 2019 - 62
Supermarket Perimeter - January 2019 - 63
Supermarket Perimeter - January 2019 - 64
Supermarket Perimeter - January 2019 - FOOD SAFETY - FACILITY DESIGN
Supermarket Perimeter - January 2019 - 66
Supermarket Perimeter - January 2019 - 67
Supermarket Perimeter - January 2019 - PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
Supermarket Perimeter - January 2019 - 69
Supermarket Perimeter - January 2019 - 70
Supermarket Perimeter - January 2019 - 71
Supermarket Perimeter - January 2019 - PACKAGING - SINGLE-SERVE PACKAGING
Supermarket Perimeter - January 2019 - 73
Supermarket Perimeter - January 2019 - 74
Supermarket Perimeter - January 2019 - 75
Supermarket Perimeter - January 2019 - R&D - CLEANING AND SANITIZING
Supermarket Perimeter - January 2019 - 77
Supermarket Perimeter - January 2019 - 78
Supermarket Perimeter - January 2019 - 79
Supermarket Perimeter - January 2019 - Product Showcase
Supermarket Perimeter - January 2019 - Advertisers
Supermarket Perimeter - January 2019 - Fresh takes
Supermarket Perimeter - January 2019 - 83
Supermarket Perimeter - January 2019 - 84
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