84.51°’s October Consumer Digest takes a look at the grocery experience, examining current challenges around planning for shopping, meal preparation and how it can be improved.
The Packer spoke with 84.51°, the retail data science, insights and media company informing shopper experience at The Kroger Co., to learn how these trends translate specifically to the produce shopper.
In the digest, 84.51°says it shares relevant, informative and actionable insights around consumer trends — this time with a focus on the grocery shopping experience.
Alex Trott, director of insights for 84.51˚, said the survey results show that produce naturally provides the nutritional benefits consumers want.
“Consumers are looking for fresh, innovative products packed with nutritional benefits, and produce naturally fits the bill,” Trott said. “Our latest October Real Time Insights Survey shows that nearly half of shoppers prioritize clean ingredients, and others are seeking functional benefits (40%), low sodium (37%), high fiber (36%) and antioxidant-rich options (33%).
"Fresh produce checks many of these boxes — offering clean, organic, low-calorie and nutrient-dense options that cater to consumers’ wellness goals," Trott continued. "By emphasizing these natural qualities, brands and retailers can meet the growing demand for health-focused, innovative products in a way that only fresh produce can offer.”
Additional results from 84.51°’s October Consumer Digest and its analysis of how shoppers think the grocery landscape will evolve over the next two to three years:
- Technology-driven experiences — Shoppers anticipate a significant shift towards digital channels, with 48% currently using and planning to continue using digital coupon apps, and 43% using cash-back apps. Many expect innovations like smart carts for faster checkouts and artificial intelligence integration for personalized suggestions, streamlining the shopping experience.
- Cost-conscious behavior — Rising prices are prompting consumers to adopt more cost-effective shopping habits. Many foresee an increased reliance on deals, using more coupons and shifting towards bulk purchasing and generic brands. Additionally, there’s an expectation of a rise in online ordering and grocery delivery services, which may lead to a decline in traditional in-store shopping.
- Health-conscious choices — Shoppers are actively seeking more organic, vegan and nutritious products, aligning with a trend toward health-oriented shopping; 51% of shoppers are seeking new and innovative products with high protein, 43% with clean ingredients and 40% with functional benefits.
- Next-gen groceries — Shoppers want new and innovative products for “tomorrow” — frozen food, household cleaning and shelf-stable items top the list. Consumers are also seeking products with nutritional benefits, with 51% prioritizing high protein, 43% looking for clean ingredients and 40% interested in functional benefits.
- Improving grocery planning — Younger shoppers find grocery planning more challenging compared to older generations. Enhancements such as better online shopping list functionality, a broader array of digital coupons and recipe suggestions linked to shopping lists could ease the process for all age groups. 46% of shoppers aged 55-74 reported finding grocery shopping planning easier than younger demographics.
- Meal prepping and cooking ease — Consumers across all age groups agree on the need for more affordable meal kits and better deals on prepared foods. Increased variety in ready-made meals that cater to diverse dietary preferences can also support easier meal preparation.