Supermarket Perimeter - January 2020 - 9

T

boomers, whereas Gen Z have Gen X parents. Nutritional
value, health and wellness seem to be even bigger selling points."
"We'll see more and more of it as they have greater
spend over the next few years," he says.
One of the main things that separate Gen Z from older
generations is technology. Again, millennials share many
of the same traits, but with Gen Z, it's often the same
trait on steroids.
"This is a generation that hasn't known a time where
smart phones weren't in existence," Richard says.
"They can instantly find information on
companies, their involvement in community, their
environmental stance - all the things that are
demanded by Gen Z."
And blockchain. Expect to see more and more
companies demanding their suppliers use blockchain,
as Walmart has done with its produce suppliers, Richard
says. "All that information is available, and Gen Z will be
looking at it when making food choices."

ransparency and authenticity are key issues
for Gen Z shoppers who want to have a
better understanding of what is in their
food and where it is grown, says Brian Numainville,
principal in Lake Success, New York-based Retail
Feedback Group.
"This is a mobile-first generation that also expects
all of the different channels of shopping to seamlessly
blend together," he adds. "And they are cause-oriented,
so retailers must communicate with Gen Z as to how
they benefit the community and help causes important to them."
Having lived through the great recession as kids,
Gen Zers are also more frugal and aren't afraid to
look for the best deal. They expect technology to be
up to par and secure, and they look for fast experiences. When it comes to how to deliver these and
other messages to Gen Zers, Numainville says the tone
needs to be conversational, collaborative and fun.
"This generation doesn't want to be 'sold to' using
traditional marketing techniques," he says.

Snacking is a key way
to Gen Zers hearts
(and stomachs)

Like millennials...only more so

Online all the time...
In the short term, retailers need to accept the fact that
larger basket sizes and more expensive products are
likely not in the cards for Gen Zers, Numainville says.
Over time, though, as they grow into their careers and
have families, retailers will begin to reap the fruits of
catering to this enormous demographic.
Not surprisingly, Gen Zers are more likely than older
Americans, even millennials, to only shop online or to
mostly shop online for groceries.
According to Retail Feedback Group research, nearly

Like millennials, Gen Zers are very interested in transparency and in sourcing their foods locally and regionally
whenever possible, says Eric Richard, education coordinator of the Madison, Wisconsin-based International
Dairy Deli Bakery Association.
In fact, they care even more about those things,
he says.
"A lot of it has to do with how they were brought up,"
Richard says. "Millennials are largely the children of baby

ENGAGING GEN Z: A RETAIL CASE STUDY
San Diego-based Barons answers the question "What am I going to have for dinner tonight?" as soon as the customer walks through the door. From
the retailer's salad bar, soup bar, olive bar, prepared sandwiches and entrees to its new hot food bar, Barons offer its customers a convenient place to
grab a delicious meal quickly and easily.

RH2010 - STOCK.ADOBE.COM, BARONS

ENGAGING SHOPPING
EXPERIENCE
With features like its "do
it yourself" fresh squeezed
orange juice station, olive oil/
vinegar tasting bar and demo
station featuring quick and
easy meal ideas, Barons offer
an interactive, exciting and
engaging shopping experience.

COMMUNIT Y MINDED/
SOCIAL JUSTICE
Barons is committed to helping
its surrounding communities.
Last year, the retailer helped
around 350 local organizations
and donated nearly $350,000
to them. Barons believes that
helping its local communities
thrive is good for everyone.

LOCAL FOODS
Barons buys mostly local
produce when available. The
retailer also has the best local
craft beer selection of any
grocery store in Southern
California and represents
many local vendors typically find at the neighborhood
farmer's market.

www.supermarketperimeter.com

VEGAN FOOD
Plant based diets are becoming
much more popular. Barons is
constantly expanding its vegan
and plant-based products.

JANUARY 2020 - 9


http://www.supermarketperimeter.com

Supermarket Perimeter - January 2020

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

Supermarket Perimeter - January 2020
Editor's Note: The future of baking, now
Contents
The wire
Gen Z
Making memories
Bakery: Boosting impulse sales
Bakery: Sampling
Deli & Prepared Foods: Cross-merchandising cheese
Meat & Poultry: Case ready meats
Meat & Poultry: Natural meats
Produce: Instore juicers
Produce: Organics
Seafood: Salmon
Food Safety: Meat
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - Supermarket Perimeter - January 2020
Supermarket Perimeter - January 2020 - 2
Supermarket Perimeter - January 2020 - Editor's Note: The future of baking, now
Supermarket Perimeter - January 2020 - Contents
Supermarket Perimeter - January 2020 - 5
Supermarket Perimeter - January 2020 - The wire
Supermarket Perimeter - January 2020 - 7
Supermarket Perimeter - January 2020 - Gen Z
Supermarket Perimeter - January 2020 - 9
Supermarket Perimeter - January 2020 - 10
Supermarket Perimeter - January 2020 - 11
Supermarket Perimeter - January 2020 - 12
Supermarket Perimeter - January 2020 - 13
Supermarket Perimeter - January 2020 - Making memories
Supermarket Perimeter - January 2020 - 15
Supermarket Perimeter - January 2020 - 16
Supermarket Perimeter - January 2020 - 17
Supermarket Perimeter - January 2020 - 18
Supermarket Perimeter - January 2020 - 19
Supermarket Perimeter - January 2020 - Bakery: Boosting impulse sales
Supermarket Perimeter - January 2020 - 21
Supermarket Perimeter - January 2020 - 22
Supermarket Perimeter - January 2020 - 23
Supermarket Perimeter - January 2020 - Bakery: Sampling
Supermarket Perimeter - January 2020 - 25
Supermarket Perimeter - January 2020 - Deli & Prepared Foods: Cross-merchandising cheese
Supermarket Perimeter - January 2020 - 27
Supermarket Perimeter - January 2020 - 28
Supermarket Perimeter - January 2020 - 29
Supermarket Perimeter - January 2020 - 30
Supermarket Perimeter - January 2020 - 31
Supermarket Perimeter - January 2020 - Meat & Poultry: Case ready meats
Supermarket Perimeter - January 2020 - 33
Supermarket Perimeter - January 2020 - 34
Supermarket Perimeter - January 2020 - 35
Supermarket Perimeter - January 2020 - Meat & Poultry: Natural meats
Supermarket Perimeter - January 2020 - 37
Supermarket Perimeter - January 2020 - 38
Supermarket Perimeter - January 2020 - 39
Supermarket Perimeter - January 2020 - Produce: Instore juicers
Supermarket Perimeter - January 2020 - 41
Supermarket Perimeter - January 2020 - Produce: Organics
Supermarket Perimeter - January 2020 - 43
Supermarket Perimeter - January 2020 - 44
Supermarket Perimeter - January 2020 - 45
Supermarket Perimeter - January 2020 - Seafood: Salmon
Supermarket Perimeter - January 2020 - 47
Supermarket Perimeter - January 2020 - 48
Supermarket Perimeter - January 2020 - 49
Supermarket Perimeter - January 2020 - 50
Supermarket Perimeter - January 2020 - 51
Supermarket Perimeter - January 2020 - Food Safety: Meat
Supermarket Perimeter - January 2020 - 53
Supermarket Perimeter - January 2020 - 54
Supermarket Perimeter - January 2020 - 55
Supermarket Perimeter - January 2020 - 56
Supermarket Perimeter - January 2020 - Commissary Insider
Supermarket Perimeter - January 2020 - 58
Supermarket Perimeter - January 2020 - 59
Supermarket Perimeter - January 2020 - 60
Supermarket Perimeter - January 2020 - 61
Supermarket Perimeter - January 2020 - 62
Supermarket Perimeter - January 2020 - 63
Supermarket Perimeter - January 2020 - Classifieds
Supermarket Perimeter - January 2020 - Ad index
Supermarket Perimeter - January 2020 - Fresh takes
Supermarket Perimeter - January 2020 - 67
Supermarket Perimeter - January 2020 - 68
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