Insights on the needs and search habits of shoppers with high information needs, with particular emphasis on in-store and package information.

1. “Now transparency is critical. Where food comes from is
huge. Huge. And it’s happened so quickly. We work very
hard to be transparent…”
- Chris Foltz, Director of Operations, Heinen’s Grocery Stores

2. • What types of product-related information do they look for?
• Where do they look?
• What product categories are associated with high need?
• What can be improved?
2
objectives
To understand shoppers with high information needs:
We also sought to capture this shopper’s unique voice

3. 3
study design
• Screened for three types of shoppers with high info needs
• Quantitative survey administered in-store through Field
Agent app
– QC protocol: Photos, GPS, time-date stamp, receipts
• Participants surveyed as they shopped for food and/or
everyday household items on a self-initiated store trip
• All participants shopped for one “new” item
• Select shoppers submitted video commentary

4. 4
• They, or someone in the household, follow a
restrictive diet, but allow some “cheat” days
• Who on a special food plan do they shop for?
– Myself (80%), Spouse/Partner (39%);
rarely children
• Why are they/someone else on a special
food plan?
– Weight-control (65%) and greater well-
being (61%)
• Shopped for food in our study
n = 168“health conscious”
HEALTH CONSCIOUS CORA

5. 5
“prohibitives” n = 138
• They, or someone in the household, have dietary
restrictions they must follow all the time
• Who with dietary restrictions do they shop for?
– Myself (67%); spouse/partner (30%)
– Much more likely to shop for children
• Why are they/someone else on a special food plan?
– Avoid feeling sick or uncomfortable (73%)
• Shopped for food in our studyPROHIBITIVE PAULA

6. 6
• Seek out products supporting their ethical/
social values
• Have switched to products that better support
their values
• Approximately half in our study say they switch
products “frequently” and the other half
“occasionally”
• Top causes: Made in USA (38%), Organically
grown (29%), Eco-friendly production (18%)
• Shopped for food and/or everyday household
items in our study
“values” n = 161
VALUES VINCE

7. 7
But When & Where?
Shoppers Did Look for Product-Related Info
AT-HOME IN-STORE

8. 8
Did participants search for product-related information to prepare for the shopping trip?
Health Conscious Prohibitive Values
17%
14%
21%
No more than 1-in-5 (rounded) searched for product-related info prior to the store trip
(n = 138)(n = 168) (n = 161)

9. 9
Compare to those who searched for product-related info during the store trip
At least 3-in-4 shoppers did an in-store search for product-related info
Health Conscious Prohibitive Values
76%78%85%
17%14%21%
Pre-store
In-store
(n = 138)(n = 168) (n = 161)

10. 10
Where did shoppers look for product-related information inside stores?
MOBILE PHONE STORE EMPLOYEE
DISPLAY PRODUCT LABEL

11. 11
The LABEL itself was the go-to source for product-related info among high need shoppers
Product Label Shelf signs/tags/information Mobile phone Store associate
7%
12%
46%
60%
6%
12%
29%
68%
4%
13%
43%
71%
Health Conscious (n = 168)
Prohibitive (n = 138)
Values (n = 161)

12. What information did they
specifically seek out in stores?

13. 13
Nutritional Info (Net) Ingredient List Potential allergens Country of origin Product benefits How it was made/harvested Animal testing/byproducts
19%
30%
35%
45%
22%
70%
60%
26%
17%
12%
20%
52%
73%
61%
9%9%
18%
13%12%
59%
90%
Health Conscious (n = 137)
Prohibitive (n = 92)
Values (n = 99)
Among shoppers who sought in-store information

14. 14
Specific Types of Nutritional Info Sought
Sugar or carb count Calorie count Protein amount Fat amount/type Sodium levels Fiber amount Vitamin/mineral content
11%11%
16%18%
27%
32%
28%
15%
23%
33%
38%
45%48%
66%
Health Conscious (n = 137)
Prohibitive (n = 92)

15. How important was package
information for shoppers
purchasing a NEW product?

16. 16
“Did you select one product over another specifically because of something you
read on the label or package about the product itself?”
There’s Power in the Package
Health Conscious (n = 123): YES 50%
Prohibitive (n = 86): YES 47%
Values (n = 112): YES 32%

17. 17
Which foods are most difficult to find info about?
Meat (fresh/frozen) Fruits/veggies (fresh/packaged) Sauces, dressings, condiments, or spices Sweets/desserts Dairy products
32%
16%
19%
42%44%
10%
26%25%
18%18% 17%
13%
18%
24%
31%
Health Conscious (n = 168)
Prohibitive (n = 138)
Values (n = 62)

18. What suggestions do high-need
shoppers have for brands and
retailers?

19. 19
alternative info sources
• Point-of-purchase materials (e.g., signage)
• Digital (e.g., app, website, social media)
• Product recommendations based on
purchase history

20. 20
make info on package easier
• Larger font on label (no small print)
• Highlight allergens to prevent reading
ingredient list
• Dietary type on front of package (e.g.,
vegan, paleo)
• Universal symbols/color codes for
allergens, diets

21. 21
new labeling
• Label items not consistently labeled
(e.g., eggs, produce)
• Include info on label about product
origin, recycling info, etc.

22. 22
item grouping
Separate sections in-store by
dietary need, allergen, etc.

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