7 out of 10 shoppers would like more local (kilometer zero) products. The number is based on a study by the IPG Mediabrands Group, covering 50,000+ shoppers from 81 countries. Furthermore, in the next three years, 23% of buyers will increase their consumption of eco-vegetable products and 13% will increase that of non-fresh eco products. According to this analysis, and in view of these figures, brands "must respond to the needs of a conscious buyer" who not only seeks to eat healthy, but wants what he chooses to come from responsible production and respond to ethical behaviour according to their values.
But who is the new consumer? A "hyper informed consumer and much more concerned with the quality of what they consume". They are also less impulsive, more thoughtful and aware, knows more about what interests you and attaches greater importance to quality ingredients and components. It gives more importance to quality than quantity. In fact, he prefers to make smaller purchases, but more commonly. The new consumer looks for brands that identify with their values (61% of these consumers consider that brands have an important role in the social good). But they are less and less credulous, distrustful and more critical of the information around them. It is a very analytical consumer and does not believe all the messages of brands and companies that arrive.
The use of wearable devices for payments is continuing to take off in Europe, as shoppers quickly and easily integrate this relatively new payment method into their daily lives. This year’s wearable transaction figures, in comparison to 2018, showed an eightfold increase. In Europe, the Netherlands is at the forefront when it comes to wearable payments. A third (33%) of all wearable transactions in 2019 came from the Netherlands, followed by the United Kingdom (18%), Switzerland (8%) and Russia (7%). This includes both active wearables (with a battery) and passive wearables (without a battery), such as bracelets, rings and regular watches. Globally, most wearable payments were made in Australia, followed by the Netherlands. While the United States comes in eighth place, all other countries in the global top 10 are European.
Sainsbury’s has unveiled a range of 31 plant-based products. The line includes fresh meat alternatives and comfort food lines in chilled and frozen form. The retailer responds to an increasing demand for plant-based products, which are becoming more mainstream in the UK.
Kroger and the Plant Based Foods Association are currently testing a plant-based set in the meat department at 60 Kroger stores. The test will track shopper engagement and dollar and unit sales of plant-based meats sold within the meat department. Shopper interviews and marketing communication are also included in the pilot.
Smart food platform Whisk has launched a new, multi-platform app that allows shoppers to find and share recipes, plan meals, build shopping lists and order groceries. In the U.S., Whisk is partnering with Walmart, Instacart and Ahold Delhaize. Amazon will be a global partner, and Whisk will also team up with retailers in Europe and Australia. Shoppers can use the Whisk app with voice assistants including Amazon’s Alexa and Google assistant.
To compete with big rivals, The Kroger Co. and Walgreens have created a group purchasing organisation (GPO) called the Retail Procurement Alliance. The two retailers said that the new GPO will build on their retail partnership, unveiled just over a year ago, by enhancing purchasing efficiencies, lowering costs and promoting innovation through combined resources.
Located in Milan, Esselunga has opened its first experimental proximity store called La Esse. The store spreads across three floors, addressing the evolving buying habits of shoppers by offering an allround experience within one store. Shoppers can have a coffee or eat a meal, while also shopping in a classic neighbourhood market style. For payments, shoppers insert the entire shopping bag into the compartment of one of the four cash desks, and the system automatically recognises the products and calculates the total amount.
Dutch retailer Jumbo has started a pilot where fresh bread is being frozen and sold from a freezer. Supermarkets usually buy-in too much bread to make sure there is enough for the entire day. Normally, bread that is left over at the end of the day is being processed into cattle feed. Research shows that about 70% of Dutch shoppers put their fresh bread in the freezer when arriving home. During the test, data is collected on sales, left-overs and feedback of customers.
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