Consumer Behaviors, Marketing to the Savvy Supermarket Shopper

1,913 views

Published on

The Minnesota Agri-Growth Council Annual Meeting and Speakers Conference is the organization’s premier annual event, bringing together key stakeholders in the food and agriculture industry from Minnesota and the Upper Midwest. As part of this program, Phil Minerich with Hormel presented on the topic of Trends in Food Production and Marketing.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,913
On SlideShare
0
From Embeds
0
Number of Embeds
483
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Consumer Behaviors, Marketing to the Savvy Supermarket Shopper

  1. 1. Consumer BehaviorsMarketing to the savvy supermarket shopper
  2. 2. Changes in Breakfast Foods • In the past 10 years, more consumers are visiting fast food restaurants for breakfast and eating more in their cars • How many of the top 10 foods/beverages consumed for breakfast in 2001 are different in 2011? – 5 or more ─ 3 to 4 – 1 to 2 ─ NoneSource: The NPD Group’s National Eating Trends® database
  3. 3. Nothing Has Been Replaced! 2000/2001 2010/2011 1. Coffee 1. Coffee 2. Cold Cereal 2. Cold Cereal 3. Juice 3. Juice 4. Milk 4. Milk 5. Bread 5. Fruit Only change in 6. Fruit 6. Bread 10 years is the order of fruit 7. Eggs 7. Eggs and bread! 8. Hot Cereal 8. Hot Cereal 9. Tea 9. Tea 10.Bacon 10.BaconSource: The NPD Group’s National Eating Trends® database
  4. 4. Looking More Into Coffee… • #1 on the list of foods/beverages consumed for breakfast • The share of restaurant coffee orders continues to rise as Starbuck’s rebounds and McDonald’s and others increase focus on coffee items • In what year was per capita coffee consumption the highest in the US? – 1946 ─ 1978 – 1999 ─ 2011Source: The NPD Group’s National Eating Trends® database
  5. 5. 1946 is the Peak! 50 Per Capita Coffee Consumption in the US (Gallons) 45 1946! 40 35 30 25 20 15 10 5 0 10 14 18 22 26 30 34 38 42 46 50 54 58 62 66 70 74 78 82 86 90 94 98 02 06 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 19 20 20Source: The NPD Group’s National Eating Trends® database, USDA, ERS
  6. 6. What is the Food of the Decade? • Yogurt, hummus, and sushi have been called the food of the decade by different organizations based on increased consumption • Which of the three do you consider to be the food of the decade? – Yogurt: consumption up 80% since 2000 – Hummus: consumption up 1900% since 2000 – Sushi: consumption up 2000% since 2000Source: The NPD Group’s National Eating Trends® database
  7. 7. Hint, Hint
  8. 8. Yogurt has made a place in consumers’ lives Percent of Individuals Consuming at least once in two-weeks 31.5 28.4 29.4 28.3 26.2 23.3 Yogurt 20.3 21.3 19.8 17.5 16.9 17.8 Sushi Hummus 1.2 2.1 1.9 1.9 1.9 0 0.1 0.5 0.5 0.4 0.8 0.5 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Source: The NPD Groups National Eating Trends® In-Home/Away-From-Home database; Years ending Feb.
  9. 9. Continued Recessionary Economy • Rising gas & commodity prices • Slow job growth • Weak consumer confidence • YTD* 2011 retail sales +0.1% • Which of the following retailers has experienced the largest increase in same store sales this year? – Wal-Mart ─ Nordstrom’s – Kohl’s ─ Whole Foods Source: Nielsen *24 weeks ending June 11, 2011Total U.S. Food/Drug/Mass (incl. Walmart)
  10. 10. Despite Economy, Luxury is Winning! % Change in Same-Store-Sales 2011 10 5 0 Kohls Target Walmart Macys Kroger DollarGeneral Nordstrom WholeFoods -5 -10Source: Nielsen Trends That Matter Presentationusing company press releases; latest monthly or quarterly news releases
  11. 11. Consumers Treat Themselves to Relieve Stress • Consumers are growing tired of penny pinching • Purchasing an inexpensive treat, like a cupcake, provides a quality break in a stressful day • Purchasing luxury items such as designer clothes or shoes on occasion become a reward and make shopping enjoyable again Sources: 2010 Medill Reports - Chicago,Northwestern University, Ellen Gibson – Associate Press
  12. 12. Analyzing Savvy Shopper Behaviors Appropriately 1. Percents can be very misleading, look at all of data to understand the trends 2. Taste and habits drive eating behavior and do not change quickly. Cost and convenience influence food choices 3. ……?Source: The NPD Group’s National Eating Trends® database

×