“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

• 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

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

• 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

“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

• 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

But When & Where?Shoppers Did Look for Product-Related Info

AT-HOME IN-STORE

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

Compare to those who searched for product-related info during the store trip

Atleast3-in-4shoppersdidanin-storesearchforproduct-relatedinfo

Health Conscious Prohibitive Values

76%78%85%

17%14%21%Pre-storeIn-store

(n = 138)(n = 168) (n = 161)

10

Where did shoppers look for product-related information inside stores?

MOBILE PHONE STORE EMPLOYEE

DISPLAY PRODUCT LABEL

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)

What information did they specifically seek out in stores?

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

SpecificTypesofNutritionalInfoSought

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)

How important was package information for shoppers

purchasing a NEW product?

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

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)

What suggestions do high-need shoppers have for brands and

retailers?

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

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

new labeling

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

22

item grouping

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

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