Supermarket Perimeter - September 2022 - 12

HIGH MARKS
In its most recent national grocery shopper survey,
Lake Success, N.Y.-based Retail Feedback Group
found that produce is the second highest rated
department, in terms of satisfaction, across all
channels, with a rating of 4.29 on a five-point scale and
with 51% of those surveyed rating it a five.
When shoppers said the produce department in their
local store did not meet their expectations, Retail
Feedback Group wanted to know why, said Brian
Numainville, principal. Top reasons were price and
in-stock availability of product, followed more distantly
by variety and quality.
On the plus side, Numainville said, the produce
department is an area where shoppers have pleasant
interactions with employees. Among shoppers who
indicated they had a pleasant interaction with an
employee on their most recent trip, produce registered
third with 28%.
workers that grocery stores do have are increasingly being taken out of
produce and other departments to focus on filling orders for customers
taking the online route.
It all points to a retail grocery produce feature that could be twotiered,
Peterson said. On one tier, you have people buying their
bananas, potatoes and other staples that don't vary much online from
Walmart or another relatively low-priced industry giant.
On the other tier, they're supplementing those staple stockup orders with
the occasional visit to a smaller, more boutique brick-and-mortar store for
the items they still want to see, touch, smell and maybe taste before buying.
Those stores will be smaller and will invest in the staff necessary
to help people make their produce-buying decisions. To buy a lot of
produce effectively, you have to be knowledgeable, and consumers
have always relied on educated on-site produce clerks and managers to
fill their knowledge gaps where necessary.
For those stores caught in between, expect the produce departments to
get smaller and the SKUs fewer, Peterson said. They'll be more diverse, with
more salad dressings, nuts and other products that have migrated from
other departments. But don't expect them to have 25 varieties of apples.
Fruits lead the way, but vegetables poised for surge
All things considered, the fresh produce department of 2022 is holding
its own and then some, said Anne-Marie Roerink, principal of San
Antonio-based 210 Analytics.
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Supermarket Perimeter - September 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2022

Supermarket Perimeter - September 2022 - Intro
Supermarket Perimeter - September 2022 - 1
Supermarket Perimeter - September 2022 - 2
Supermarket Perimeter - September 2022 - 3
Supermarket Perimeter - September 2022 - 4
Supermarket Perimeter - September 2022 - 5
Supermarket Perimeter - September 2022 - 6
Supermarket Perimeter - September 2022 - 7
Supermarket Perimeter - September 2022 - 8
Supermarket Perimeter - September 2022 - 9
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Supermarket Perimeter - September 2022 - 11
Supermarket Perimeter - September 2022 - 12
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