Supermarket Perimeter - September 2021 - 18

Building customer loyalty with clean label
By highlighting products with clean label claims, retailers can create
a value-based offering customers are willing to pay a premium for,
Entering the clean label space
with private brands
pointed out Bridor's Després Thibodeau.
" Due to the possibility of generating value, realizing price premiums,
and increasing customer loyalty, we've seen a strongly growing demand
for clean label products in retail, " she said. " It is important to highlight
the relevant characteristics for consumers and create a clear optical
differentiation 'dedicated shelf space' for this category. "
Després Thibodeau recommends that retailers make all relevant label
claims as visible as possible in-store and online, as those claims are
critical selling and differentiation points shoppers are looking for.
By making clean label products easily accessible, retailers can
meet their customers where they are, noted Clemens Food Group's
Williams. As consumers are increasingly on the lookout for clean label
products throughout the perimeter, carrying those products helps build
credibility and loyalty.
" You will have a consumer that comes back to you frequently, "
Williams said. " It might even increase basket size as customers look for
clean labels throughout the store. They know that your store is a onestop
shop and they don't have to go to one store for specialty meats and
another store for a different specialty product. They can get what they
need in one store. "
As clean label products from nationally recognized
brands take up more and more space on
supermarket shelves, private brands are having
success in the clean label space too.
" Many major retailers have already invested and are
making strides with their private brand portfolios to
develop a clean label stance, " said Andrew Moberly,
director of category solutions for Stamford, Conn.based
Daymon Worldwide, a consultancy firm
that focuses on private label brand insights. " As
consumers are demanding cleaner ingredients in
their products they purchase, retailers must comply
by altering their portfolios to avoid processed and
artificial ingredients. Clean label and free-from
claims need to be a key focus for private brands as
shoppers have made this an expectation in their
purchase decisions. "
Moberly's advice extends to products made in the
instore bakery and deli. Products made instore are
a key representation to consumers of a retailer's
private brand, and its important they these
vital departments consider including clean label
products.
For retailers that don't already include clean label
products within their prepared foods and fresh
bakery products, Moberly suggested they start with
items that have a high purchase frequency.
Clean label and
free-from claims
need to be a key focus
for private brands as
shoppers have made
this an expectation.
In the deli, Moberly suggested retailers start with a
product like rotisserie chicken. In the bakery, clean
label rolls and bread would be a good place to start.
After introducing basic items, retailers can move on
to expanding their private-label portfolio to include
clean labeled higher end items.
" The future of clean label is that it will be the
standard of what consumers expect, " he said.
" National brand equivalents continue to become
cleaner with many retailers actively communicating
what ingredients you will not find in their products.
Lifestyle and premium tiers are continuing to
become more elevated with tighter guardrails.
Retailers must have a strong clean label presence
within their private brand portfolio in order to reach
the demands of today's consumers and maintain
relevance. "
18 - SEPTEMBER 2021
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Supermarket Perimeter - September 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2021

Supermarket Perimeter - September 2021 - Intro
Supermarket Perimeter - September 2021 - 1
Supermarket Perimeter - September 2021 - 2
Supermarket Perimeter - September 2021 - 3
Supermarket Perimeter - September 2021 - 4
Supermarket Perimeter - September 2021 - 5
Supermarket Perimeter - September 2021 - 6
Supermarket Perimeter - September 2021 - 7
Supermarket Perimeter - September 2021 - 8
Supermarket Perimeter - September 2021 - 9
Supermarket Perimeter - September 2021 - 10
Supermarket Perimeter - September 2021 - 11
Supermarket Perimeter - September 2021 - 12
Supermarket Perimeter - September 2021 - 13
Supermarket Perimeter - September 2021 - 14
Supermarket Perimeter - September 2021 - 15
Supermarket Perimeter - September 2021 - 16
Supermarket Perimeter - September 2021 - 17
Supermarket Perimeter - September 2021 - 18
Supermarket Perimeter - September 2021 - 19
Supermarket Perimeter - September 2021 - 20
Supermarket Perimeter - September 2021 - 21
Supermarket Perimeter - September 2021 - 22
Supermarket Perimeter - September 2021 - 23
Supermarket Perimeter - September 2021 - 24
Supermarket Perimeter - September 2021 - 25
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Supermarket Perimeter - September 2021 - 27
Supermarket Perimeter - September 2021 - 28
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