Using our proprietary online insights community, Agora USA, Accelerant Research tested several recent ads among US Consumers on our normative battery of creative test metrics, and below are the results.
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The grocery industry has been navigating through challenging times, experiencing shifts in consumer behavior and economic headwinds. From immersive experiences and small-format stores to affordable alternatives and advertising innovations, grocers are adapting and evolving to meet the changing demands of consumers. Let's explore how these trends are reshaping the grocery landscape.
Thriving Amidst High Food Inflation: Affordable Grocery
As food prices continue to rise, affordable grocery formats are thriving. Discount grocers like Aldi and Lidl have been outperforming the overall grocery industry by offering attractively priced private-label brands and a streamlined product selection. By reducing overhead costs, these value-focused supermarkets can pass on the savings to shoppers through lower prices. Consumers, facing the impact of high food inflation, are favoring these discount grocery chains over higher-priced fresh format grocers that offer a more upscale shopping experience and a wider range of products.
Mission-Driven Shopping Makes a Comeback
The COVID-19 pandemic brought about a shift in consumer behavior, with mission-driven shopping becoming a prevalent trend. During the COVID lockdown, consumers adopted a strategic approach to grocery outings, planning fewer but more carefully curated trips. While the pandemic may have officially ended, this trend seems to be making a comeback in 2023. Data reveals an increase in the average length of visit across several grocery chains, indicating that shoppers are approaching their grocery runs more thoughtfully and taking more time. They are planning their visits to coincide with sales and specials, while minimizing extra trips to save on expenses like gas. Grocers need to understand and cater to these mission-driven shoppers by aligning their offerings with their needs.
Embracing Immersive Grocery Experiences
With mission-driven shopping on the rise, the value of each shopping trip increases. Grocery chains are recognizing the need to enhance the overall shopping experience to attract and retain customers. Companies like H-E-B and Hy-Vee are leading the way by incorporating experiential offerings alongside their standard supermarket staples. For example, H-E-B's two-story grocery emporium in Austin, TX, offers a café, bar, seating areas, and a full-service pharmacy. Similarly, Hy-Vee's extra-large store in Janesville, WI, provides a broad range of products including clothing, eyewear, and a Starbucks. These immersive experiences differentiate the grocers and keep.
Small-Format Stores: Convenient and Personalized
On the other end of the spectrum, grocery chains are also experimenting with smaller-format stores to cater to specific consumer segments. Meijer, a regional supercenter, has introduced Meijer Grocery stores that offer a more convenient and personalized shopping experience. These smaller-format locations emphasize fresh, locally sourced food and innovative technology. Analyzing foot traffic data reveals that these stores attract customers from trade areas with higher-than-average median household incomes. Meijer's strategy to locate these grocery-focused stores in affluent areas aligns with the demand for personalized experiences among wealthier shoppers.
Driving Revenue Through Retail Media Networks
More grocery chains are embracing retail media networks to tap into additional revenue streams. By partnering with established advertising platforms like Instacart, companies like Sprouts Farmers Market can monetize their owned e-commerce properties. These networks enable grocers to target specific consumer segments effectively, leveraging location intelligence and offline retail data. Ads placed at the point of purchase can significantly influence consumers' purchasing decisions, making retail media networks a powerful tool for grocery chains to boost their revenue.
Trader Joe's: Success Amidst Challenges
While the grocery industry faces several challenges, Trader Joe's has managed to thrive by adapting to changing consumer needs. With their unique product offerings, exceptional customer service, and customer-centric strategies, Trader Joe's has maintained strong foot traffic trends. Their success underscores the importance of understanding consumer preferences, providing a differentiated experience, and staying ahead of industry trends.
The grocery industry is continuously evolving, shaped by changing consumer behaviors and economic factors. Grocery chains are adapting to these trends by offering affordable alternatives, creating immersive experiences, and leveraging retail media networks. Understanding the importance of mission-driven shopping and catering to evolving consumer preferences are crucial for grocers seeking to thrive in 2023 and beyond. Market research companies play a vital role in providing insights into consumer trends, enabling grocery chains to make informed decisions and stay ahead of the curve in this dynamic industry.
Using our proprietary online insights community, Agora USA, Accelerant Research surveyed 300 American consumers about their jewelry brand awareness, usage, and perceptions.
BRAND FUNNEL FLIPBOOK:
NET PROMOTER SCORES:
Using our proprietary online insights community, Agora USA, Accelerant Research surveyed 300 American consumers about their clothing brand awareness, usage, and perceptions.
BRAND FUNNEL FLIPBOOK:
NET PROMOTER SCORES: