With more and more consumers becoming informed about the health benefits of natural and organic food products, it is inevitable that grocers will need to increase their fresh produce selections and increase their marketing efforts around these departments, which are typically located in the perimeter areas within their stores.
According to a recent article published by KDM P.O.P. Solutions, three specific consumer demands will reshape the typical supermarket over the next several years:
- Healthy and natural
- Local and fresh
- Organic and unprocessed
These consumer demands will continue to rise and this trend effects the whole grocery shopping experience, the article suggests, noting that 75% of consumers choose which retailer to do their shopping at based on the store’s produce department.
And according to Supermarket News, 43% of health conscious consumers choose a shopping destination based on their organic food selection, while 32% seek foods grown locally, and another 28% look for natural, fresh foods.
Shoppers are indeed skipping the middle aisles, where most all “Big Food” packaged brands are located, and heading toward the store’s perimeter, where fresh foods are found.
Steve Hughes, a former ConAgra executive who now runs natural food company Boulder Brands, believes so much change is afoot that we won’t recognize the typical grocery store in five years. “I’ve been doing this for 37 years,” he says, “and this is the most dynamic, disruptive, and transformational time that I’ve seen in my career.”