Supermarket Perimeter - February 2020 - 18

There is much information shared today about how consumers want
to be more aware, familiar with and engaged with their food products than ever before. Shoppers are looking for more than just a
product. They are requesting interaction, information and involvement. The inter-industry talk we use to describe this, usually refers
to the sharing of information as the consumer's desire for transparency, but this is not necessarily the language consumers use.
The consumer desire for product engagement can also be just as
readily identified as a negotiation of the brand relationship; knowing
what information to share, when to share it and how to convey it. It
is learning the relationship dance steps for the consumer who wants
to know what they want to know, when they want to know it and in a
way they can understand.
Attention to transparency has immediate business implications
because seven in ten consumers indicate that they are willing to
switch from their usual brand to one that provides more in-depth
information beyond what appears on the label. Trust and brand loyalty are hard to earn, but in truth, they are as difficult to maintain,
requiring the brand to understand the consumer's motivations and
share relevant, clear, accurate and credible information that conveys
honest disclosure. Failure to grow with your customer's needs often
results in a brand break-up.
More companies are recognizing the need to act upon this awareness. Even the alcohol industry-which has been a tad slow to address
the consumer demand for more information and engagement with
product values - has recognized the need to evolve more aggressively in this area. Anheuser-Busch recently announced that Bud Light
Orange and Bud Light Lime are joining Bud Light's recent move
towards transparency and introducing secondary packaging with a
Nutritional Fact panel.
Psychologist Erik Erikson long ago pointed out that all relationships
begin with trust. This includes the consumer's relationship with a
favored brand; shopper loyalty is rooted in a trust that must be
nurtured, nourished and honored with relevant information. The
customer must feel the relationship is going somewhere or they will
go looking for the product that better addresses their want, needs
and emerging values.

18 - FEBRUARY 2020

www.supermarketperimeter.com

transparency in today's food world. It offers guidance for
retailers and their supplier partners to provide shoppers
with clear information about their food.
In addition, a transparency index from the
Washington, D.C.-based Center for Science in the Public
Interest, based on consumer transparency expectations,
provides retailers with an easy-to-use tool for both
assessing how well they have integrated transparency
into their cultures and operations and providing specific
research-based guidance to enhance transparency.
Both organizations have also developed a free, online
course to help food retail professionals create a culture
of transparency in food organizations that promotes
enhanced shopper trust and loyalty. The online learning experience includes three parts, so participants
have time to digest each portion, partake in interactive
learning experiences and really dig into this complex
topic. Links to the courses can be found at www.FMI.org/
transparency.
"Transparency is the currency of trust in a digital
age," Fikes says. "It provides the shortcuts shoppers seek
to help them navigate an increasingly complex food
system. In order for all of us to succeed in giving the
shopper the information he or she wants, transparency
must also characterize the exchanges between food
manufacturers and food retailers."

The importance of labels
FMI also partnered with Chicago-based Label Insight on
a deep dive into transparency. Its main finding: consumer perceptions about the importance of transparency are
rising. Seventy-five per cent of the shoppers surveyed
said they were more likely to switch to a brand that provides more in-depth product information beyond what
is provided on the label.
By contrast, in 2016, only 39% of shoppers said they
would switch brands when asked the same question.
"The new shopper mindset requires brand owners to
think about their products well beyond the traditional label and respect a more digitally-minded consumer," says
Doug Baker, vice-president of industry relations at FMI.
"The study offers several considerations for how to make
the best use of these findings, but overall, they require
companies to recognize and communicate the importance of transparency and perform a thorough review
of their unique consumer audiences and commerce
channels."
The survey's methodology included a random sample
of more than 2,000 U.S. grocery shoppers 18 years of
age and older. Quotas were established to ensure survey
respondents were representative of the U.S. population
by age, region and gender, according to the authors.
For the total survey group, ingredient and nutrition
information remain the primary pieces of information

FMI

Transparency, trust and
strong brand relationships:
an excerpt from David Fikes'
FMI transparency blog:


http://www.FMI.org/ http://www.FMI.org/ http://www.supermarketperimeter.com

Supermarket Perimeter - February 2020

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

Supermarket Perimeter - February 2020
Editor's Note - Meat fights back
Contents
The wire
Meal matters
Building trust
Bakery - Europain 2020
Bakery - Sourdough
Deli - Soups
Deli - Asian Cuisine
Meat & Poultry - Packaging
Meat & Poultry - Grass-fed
Produce - Snacks
Produce - Berries
Seafood - Sustainability
Food Safety - Instore bakeries
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - BB - 1
Supermarket Perimeter - February 2020 - BB - 2
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - 2
Supermarket Perimeter - February 2020 - Editor's Note - Meat fights back
Supermarket Perimeter - February 2020 - Contents
Supermarket Perimeter - February 2020 - 5
Supermarket Perimeter - February 2020 - The wire
Supermarket Perimeter - February 2020 - 7
Supermarket Perimeter - February 2020 - Meal matters
Supermarket Perimeter - February 2020 - 9
Supermarket Perimeter - February 2020 - 10
Supermarket Perimeter - February 2020 - 11
Supermarket Perimeter - February 2020 - 12
Supermarket Perimeter - February 2020 - 13
Supermarket Perimeter - February 2020 - Building trust
Supermarket Perimeter - February 2020 - 15
Supermarket Perimeter - February 2020 - 16
Supermarket Perimeter - February 2020 - 17
Supermarket Perimeter - February 2020 - 18
Supermarket Perimeter - February 2020 - 19
Supermarket Perimeter - February 2020 - Bakery - Europain 2020
Supermarket Perimeter - February 2020 - 21
Supermarket Perimeter - February 2020 - 22
Supermarket Perimeter - February 2020 - 23
Supermarket Perimeter - February 2020 - Bakery - Sourdough
Supermarket Perimeter - February 2020 - 25
Supermarket Perimeter - February 2020 - 26
Supermarket Perimeter - February 2020 - 27
Supermarket Perimeter - February 2020 - Deli - Soups
Supermarket Perimeter - February 2020 - 29
Supermarket Perimeter - February 2020 - 30
Supermarket Perimeter - February 2020 - 31
Supermarket Perimeter - February 2020 - Deli - Asian Cuisine
Supermarket Perimeter - February 2020 - 33
Supermarket Perimeter - February 2020 - 34
Supermarket Perimeter - February 2020 - 35
Supermarket Perimeter - February 2020 - Meat & Poultry - Packaging
Supermarket Perimeter - February 2020 - 37
Supermarket Perimeter - February 2020 - 38
Supermarket Perimeter - February 2020 - 39
Supermarket Perimeter - February 2020 - 40
Supermarket Perimeter - February 2020 - 41
Supermarket Perimeter - February 2020 - Meat & Poultry - Grass-fed
Supermarket Perimeter - February 2020 - 43
Supermarket Perimeter - February 2020 - 44
Supermarket Perimeter - February 2020 - 45
Supermarket Perimeter - February 2020 - Produce - Snacks
Supermarket Perimeter - February 2020 - 47
Supermarket Perimeter - February 2020 - 48
Supermarket Perimeter - February 2020 - 49
Supermarket Perimeter - February 2020 - Produce - Berries
Supermarket Perimeter - February 2020 - 51
Supermarket Perimeter - February 2020 - 52
Supermarket Perimeter - February 2020 - 53
Supermarket Perimeter - February 2020 - Seafood - Sustainability
Supermarket Perimeter - February 2020 - 55
Supermarket Perimeter - February 2020 - 56
Supermarket Perimeter - February 2020 - 57
Supermarket Perimeter - February 2020 - Food Safety - Instore bakeries
Supermarket Perimeter - February 2020 - 59
Supermarket Perimeter - February 2020 - 60
Supermarket Perimeter - February 2020 - 61
Supermarket Perimeter - February 2020 - 62
Supermarket Perimeter - February 2020 - Commissary Insider
Supermarket Perimeter - February 2020 - 64
Supermarket Perimeter - February 2020 - 65
Supermarket Perimeter - February 2020 - 66
Supermarket Perimeter - February 2020 - 67
Supermarket Perimeter - February 2020 - 68
Supermarket Perimeter - February 2020 - 69
Supermarket Perimeter - February 2020 - 70
Supermarket Perimeter - February 2020 - 71
Supermarket Perimeter - February 2020 - Classifieds
Supermarket Perimeter - February 2020 - Ad index
Supermarket Perimeter - February 2020 - Fresh takes
Supermarket Perimeter - February 2020 - 75
Supermarket Perimeter - February 2020 - 76
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com