One of the many behavioral impacts of COVID-19 has been the shift in how consumers shop, cook and eat. A growing number have become “omnichannel shoppers”—buying groceries both online and in-store. Online grocery shopping was already on the rise before the pandemic, growing 40 percent from 2019 to 2020, but it almost doubled from February to March of this year.
According to a study conducted with U.S. omnichannel shoppers in March by FMI—the Food Industry Association and Label Insight, 41 percent of these omnichannel shoppers are cooking more since the advent of the health crisis. This includes increased meal planning and experimenting with new dishes, and 36 percent report they are eating healthier. The focus on slowing the general pace and cooking at home is shining a light on what’s actually IN the foods they buy.
The research showed that eight in 10 shoppers believe product transparency is important. Transparency was defined as clear communication of product ingredients, certifications, nutritional information and sustainability, though the study also indicated the importance of factors such as ingredient sources and uses, allergen information and health claims. In addition, the research revealed that 64% of omnichannel shoppers are themselves, or have individuals in their households, on a diet or other health-related program.
This heightened consumer interest in the food chain presents a huge opportunity for manufacturers and retailers to build or deepen relationships and trust with their shoppers. In a webinar to present the FMI/Label Insight research results, the panel of experts identified several ways producers can help shoppers meet their health and well-being needs, among them:
– Improve online capabilities—Savvy providers have already upped their game by investing in technology that enhances the online shopping experience, including the ability to provide more information and greater transparency. This can also include adding filters that allow shoppers to search according to dietary needs and preferences (gluten-free, diabetic, vegan, etc.).
– Decrease shopper confusion—The research indicated consumers are often confused about ingredients when shopping. The result: they research online themselves (47 percent), look at another product to see if they understand its ingredients better (46 percent) or switch to another product (27 percent).
– Serve as a support and resource—Many manufacturers and retailers have on-staff and/or in-store dieticians to help consumers with their questions and needs. Digital channels (websites, apps, loyalty programs, cooking webinars) can also be used to provide meal ideas, time-saving tips and education on food benefits, as well as general encouragement for doing a good job with healthy eating for themselves and their families.
The pandemic has created a captive audience of shoppers eager to learn and partner with their food providers. It’s up to manufacturers and retailers to curate experiences that satisfy, delight and build brand loyalty.
Sources: “Transparency Trends: Omnichannel Grocery Shopping from the Consumer Perspective,” FMI, the Food Industry Association, and Label Insight, June 2020; webinar, “Transparency Trends: Health and Well-being in an Omnichannel World,” August 27, 2020.