Helping Shoppers Overcome the Barriers to Choosing Healthful Foods

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1 Helping Shoppers Overcome the Barriers to Choosing Healthful Foods

2 Table of Contents Introduction...3 Are We Meeting Shopper Needs?...4 Providing Guidance in the Store...6 Eating Healthy or Not?...7 Minding the Gap...8 Barriers to Healthful Eating...10 Eating on the Go...11 Helping Shoppers Select, Purchase and Prepare Healthy Foods...12 Moving from Concept to Competence...17 Survey Methodology...18 About Catalina Marketing

3 Helping Shoppers Overcome the Barriers to Choosing Healthful Foods INTRODUCTION The choices we make in every aisle of the supermarket ultimately affect our health. Helping customers purchase and prepare nutritious foods is a key priority for many retailers, manufacturers and health agencies. Many have intensified their focus and resources to promote positive food choices, yet many supermarket operators and manufacturers are asking common questions: Are we meeting shopper needs? How can we most effectively build trial, usage and advocacy of healthful products? What are the most compelling ways to help shoppers make healthful food choices and manage their personal health concerns? We sought to answer these crucial questions with quantitative shopper research designed to uncover what shoppers really want and how to design programs or services that best align with their needs. The research quantifies the hurdles that make it difficult for many to consume healthy meals, and measures shopper interest in a wide range of services supermarkets might provide to help customers overcome these hurdles to healthful eating. 66% of grocery shoppers are looking for ways to improve their health and wellness. 72% of grocery shoppers acknowledge that their local supermarket stocks a wide variety of healthful foods and beverages. Yet just half feel that same store promotes healthy living. Many consider health concerns such as weight management, heart health or cholesterol levels important when shopping for groceries, while just 38% feel their grocery store provides information on foods and beverages that can help manage their personal health concerns. This study provides guidance on how supermarket operators and product marketers can best help shoppers make positive choices in nutrition and lifestyle management. This report answers many important questions facing the industry and provides new insights on the following: The barriers to consuming healthful foods. Shopper interest in various programs and services to help them plan, purchase and prepare healthful meals. The most effective ways to build awareness of wellness services provided through the supermarket. The insights are quite encouraging: 66% of grocery shoppers are looking for ways to improve their health and wellness. Consumers are receptive to programs and services that can help them make healthful food choices and manage health concerns. Grocery shoppers are most interested in coupons, recipes and information conveyed in simple formats at the shelf, the checkout and online. Supermarkets are uniquely positioned to positively impact the health of their shoppers through wellness strategies that make use of current assets. 3

4 Are We Meeting Shopper Needs? To what degree are supermarkets meeting customer expectations for products, information and services that help them make healthy choices or manage specific health concerns? Seven in ten feel the supermarket where they shop most often stocks a wide variety of healthful foods and beverages. Just over half feel their supermarket promotes healthy living. While many intend to make healthy choices when shopping for groceries, just half agree the supermarket where they shop most often helps them do so. One in four shoppers feels their supermarket helps them manage their personal health concerns. Managing specific health conditions is important to many shoppers. Seven in ten consider weight management, heart health or strengthening immunity important when they are shopping for groceries. More than half of grocery shoppers are concerned about cholesterol, digestive health, bone health or high blood pressure. An increasing array of products formulated for people with these conditions are available; and many would benefit from learning about and trying such products. HOW CUSTOMERS VIEW SUPERMARKETS 72% Stocks wide variety of healthful foods and beverages 53% Promotes healthy living 50% Helps me make healthy food choices 4

5 Making smart nutritional choices can notably improve overall health and how we feel each day. Our primary objective in leading this research is to make it easier for both manufacturers and retailers to help shoppers make healthy, nutritious choices in every aisle of the store. Sharon Glass, Catalina Marketing Vice President, Health & Wellness Services Three in ten shoppers consider diabetes important when shopping for groceries. While concern for managing or reducing the risk of developing diabetes is less prevalent than many other conditions, controlling dietary intake is critical to managing this condition. There is tremendous opportunity to build trial, usage and advocacy of products that support overall wellness as well as specific health conditions. While products specifically formulated to help consumers manage or reduce the risk of developing these conditions are increasingly available in the grocery, dairy, nutritional supplement and pharmacy sections of the store, many would benefit from programs and services that help them learn about, purchase and integrate these products into their daily habits. PROPORTION OF SHOPPERS CONSIDERING RESPECTIVE HEALTH CONCERN IMPORTANT WHEN SHOPPING FOR GROCERIES Managing or Losing Weight... 74% Heart Health... 70% Strengthening Immunity... 68% Cholesterol... 61% Digestive Health... 59% Bone Health... 58% Hypertension/Blood Pressure... 54% Heartburn or Acid Reflux... 40% Diabetes... 29% % of respondents rating health concern 4/5 on a 5-point scale where 5 = very important when shopping for groceries 5

6 Providing Guidance in the Store Education is fundamental to choosing and preparing healthful foods, and shoppers are increasingly seeking guidance on how to make the best choices. Retailers are using a variety of tactics to provide customers with helpful information. Shelf signs, product labeling systems, brochures, extensive website content, recipes, nutritional counseling and local health fairs are now provided by many supermarket chains. A key asset of supermarket operators employees working in the stores can be leveraged to help shoppers choose healthful products. The odds of finding an employee available in the supermarket when a shopper needs help are a bit better than 50/50, with 58% of grocery shoppers agreeing that store employees are readily available when they need help. Are store employees prepared to provide the type of guidance shoppers are seeking while shopping in their local supermarket? We asked shoppers if they consider the employees in their local supermarket to be knowledgeable about nutrition, vitamins/ nutritional supplements and over-the-counter health remedies. Less than one third feel supermarket employees are knowledgeable in any of these three areas. Just 25% consider the staff in their local grocery store to be knowledgeable about nutrition. The data highlights opportunity to provide resources in the store that meet shopper needs for guidance related to nutrition, vitamin supplements and over-the-counter health remedies. While supermarkets are increasingly staffing select stores with a nutritionist, and making it easier for shoppers to consult with a pharmacist, there is significant opportunity to improve the knowledge supermarket employees convey across these three areas. Shoppers would welcome guidance on choosing and preparing foods that could help them manage or reduce the risk of various health concerns. AVAILABLE? YES KNOWLEDGEABLE? NOT SO MUCH. Store employees are readily available when I need help... 58% Store employees are knowledgeable about: Over-the-counter health remedies... 29% Vitamins & supplements... 26% Nutrition... 25% 6

7 Eating Healthy or Not? 62% of grocery shoppers claim they eat healthy meals on most days; and half feel their snacking choices are generally healthy. Those over the age of 50 are most likely to consume healthy meals, while younger adults, especially those in their 20 s, are most likely to choose healthy snacks. Shoppers who choose foods to help manage specific health concerns -- such as weight management, heart health or diabetes -- are twice as likely to consume healthy meals as those not shopping with health concerns in mind. 81% of those who use food to help manage health concerns claim to frequently consume healthy meals in contrast to just 41% of those not managing health concerns with their food choices. MEALS VS. SNACKS I eat healthy MEALS on most days. 41% Agree I eat healthy SNACKS on most days. 36% Agree 38% Not So Much 21% Strongly Agree 48% Not So Much 15% Strongly Agree 7

8 Minding the Gap To more fully understand the barriers to healthful eating, we ve compared the attitudes of two groups of shoppers. The first group is comprised of shoppers who report consuming healthy meals on most days; and their responses are compared to shoppers who do not frequently eat healthy meals. The perception that healthy foods and beverages generally cost more is common, with 77% in both groups holding this belief. There is a large gap in how likely these two groups are to prepare healthy meals at home 88% in the healthy meal group in contrast to just 34% of those eating less healthy meals. While 24% of the healthy meal group describe themselves as eating meals from fast food restaurants, this is about half the rate of the less healthy meal group. Divergent attitudes regarding taste perceptions for healthy foods and beverages are apparent. 76% of those regularly consuming healthy meals agree that healthy options generally taste good; in contrast to just 31% of those making less healthy choices. There is also a large gap in the belief that healthier options are available for most of the products they buy. 67% of healthy eaters agree with this statement in contrast to just 42% of the less healthy eaters. Preparing Healthy Meals at Home, Taste Perceptions and Awareness of Healthier Options are Higher Among Those Regularly Consuming Healthy Meals. 100% Consume healthy meals most days Do not consume healthy meals most days 80% 60% 40% 20% 0% I prepare healthy meals at home Healthy foods and beverages generally taste good Healthier options are available for most of the products I buy I eat meals from fast food restaurants 8

9 The two groups hold very different views about their primary supermarket, indicating that the environment created in the grocery store can positively impact the ability of customers to make healthful choices. The healthy meal group gives their supermarkets higher marks for helping them make healthy food choices. They also rate their supermarkets more favorably across many aspects of the shopping experience related to healthy living, including the following: Just one third to half of shoppers agree that their supermarket does more to promote healthy living beyond stocking healthy options. Stocking a wide variety of healthful foods and beverages. Providing information on foods & beverages that help manage specific health concerns. Having store employees who are knowledgeable about nutrition, nutritional supplements and over-the-counter remedies. Having store staff readily available when shoppers need help. While there is a strong connection between the likelihood of consuming healthy meals and the way shoppers view their grocery store, there is also tremendous opportunity to bolster the role of supermarkets in wellness marketing. Eat healthy meals most days PERCEPTIONS OF SUPERMARKET SHOPPED MOST OFTEN TOP 2 BOX AGREEMENT Total DO DO NOT Index Helps me make healthy food choices 50% 60% 34% 176 Helps me make healthy choices for children* 35% 41% 25% 164 Provides information on foods & beverages that help 38% 44% 28% 157 manage specific health concerns Promotes healthy living 53% 61% 39% 156 Stocks a wide variety of healthful foods & beverages 72% 79% 60% 132 Base: Total N= 2,559 Shoppers not consuming healthy meal on most days N=947 Shoppers with children not consuming healthy meal on most days N=397 *Among shoppers with children Eat healthy meals most days PERCEPTIONS OF STORE EMPLOYEES AT SUPERMARKET SHOPPED MOST OFTEN TOP 2 BOX AGREEMENT Total DO DO NOT Index Store employees are knowledgeable about nutrition 25% 29% 17% 171 Store employees are knowledgeable about 26% 30% 19% 158 nutritional supplements Store employees are knowledgeable about OTC remedies 29% 33% 24% 138 Store employees are readily available when I need help 58% 64% 49% 131 Base: Total N= 2,559 Shoppers not consuming healthy meal on most days N=947 Shoppers with children not consuming healthy meal on most days N=397 9

10 Barriers to Healthful Eating Premium cost and taste -- or perceptions of taste -- are two key hurdles that must be overcome to motivate more shoppers to make healthful food choices. Eight in ten feel healthy foods and beverages generally cost more than less healthy options. Just 59% agree that healthy foods and beverages generally taste good. When asked about the challenges that prevent them from consuming healthy meals, half agree that healthy options are hard to find when they want to eat a meal away from home. Planning, shopping for and preparing healthy meals are each considered to be difficult by at least one third of this group. Grocery shoppers in their 20 s and 40 s report higher than average levels of difficulty preparing healthy meals, likely reflecting their busy lifestyles and perhaps lack of experience in the kitchen. As architects of choice, supermarkets have a unique opportunity to help shoppers achieve better health goals. If we can find healthy ways to harness the power of the store environment, we ll go a long way toward showing parents how to make healthy choices. Sam Kass, White House Assistant Chef and Senior Policy Advisor for Healthy Food Initiatives Today s children have been described by health experts as the first generation likely to have a shorter life span than their parents. Parents find it more challenging than average to plan, shop for and prepare healthy meals. They are notably more likely than average to eat meals from fast foods restaurants, to perceive healthy options to cost more and to stretch their grocery budget by frequently using coupons and reading store circulars to see what is on sale. Shoppers Shoppers Without WITH % AGREEMENT Total Children Children Index* Healthy options are hard to find when I want 51% 51% 51% 100 to eat a meal away from home It is difficult to plan healthy meals 40% 36% 47% 131 It is difficult to shop for healthy meals 36% 35% 40% 88 It is difficult to prepare healthy meals 35% 33% 38% 115 Stocks a wide variety of healthful foods & beverages 72% 79% 60% 132 * Index of shoppers with children to shoppers without children. Base: Shoppers not consuming healthy meal on most days N=947 Shoppers with children not consuming healthy meal on most days N=397 Shoppers Shoppers Without WITH % AGREEMENT Total Children Children Index* I eat healthy meals most days 62% 63% 58% 92 Eat meals from fast food restaurants 32% 29% 40% 138 Healthy foods & beverages generally cost more 77% 74% 84% 114 Frequently use coupons 67% 65% 71% 109 Read store circular to see what is on sale 80% 77% 84% 109 * Index of shoppers with children to shoppers without children. Base: Shoppers not consuming healthy meal on most days N=947 Shoppers w/ children not consuming healthy meal on most days N=397 10

11 Eating on the Go The greatest hurdle to regularly consuming healthy meals and snacks is finding healthy options when you want to eat a meal or snack away from home. One in three adults agree they are accurately described by the statement I eat meals from fast food restaurants. Parents, men and younger consumers are most likely to report frequently consuming meals from fast food restaurants. Fast food fans are the group least likely to agree that healthy options generally taste good. They are more likely than average to feel healthy foods and beverages generally cost more, to find it difficult to change their eating habits and to find information about food and health to be confusing or unclear. Helping shoppers plan and prepare healthy meals and snacks they can enjoy away from home is a key opportunity highlighted by this research. Capturing this sizeable opportunity will require a powerful combination of convenience, cost, taste and messaging to motivate shoppers to replace fast food meals with healthier options. Consumes fast food meals NOT Total Frequent Frequent Index* Information about food or health is confusing or unclear 24% 31% 21% 148 It is hard to change eating habits 63% 77% 56% 138 Healthy foods & beverages generally cost more 77% 86% 73% 118 Healthy foods and beverages generally taste good 59% 49% 63% 78 Eat healthy meals most days 62% 45% 70% 64 Eat healthy meals most days Top 2 box agreement on scale of one to five where 5= agree completely. Index of shoppers who self-describe as eating fast food meals vs. those not self-describes as eating fast food meals. Base: Total sample N=2,559. Shoppers frequently eating fast food meals N=830 Shoppers not frequently eating fast food meals N=1,729 11

12 Helping Shoppers Select, Purchase and Prepare Healthy Foods Helping shoppers overcome the barriers to choosing healthful foods requires a combination of value and simplicity. Healthful meals and nutritious snacks must be affordable; and many shoppers are interested in products, programs and services that make it easier to plan, shop for and prepare healthful options. Grocery shoppers are seeking value in every aisle of the store. 80% read store circulars to find products on sale; and seven in ten are frequent coupon users. Providing cost saving opportunities on healthful options through store ads and coupons are two powerful ways to help shoppers make more nutritious choices. Supermarket chains and product marketers have magnified their focus on health and wellness. Many are providing customers with an expanded scope of healthy lifestyle services in the store, through the pharmacy and on their websites. Shelf labeling systems, nutritional counseling and store tours to teach shoppers how to make healthful choices have become increasingly available, yet just over half of shoppers currently agree that their grocery store promotes healthy living. What are the most compelling ways we can help shoppers make healthful food choices and manage their personal health concerns? To answer this question, we ve asked shoppers to rate their level of interest for a broad range of services that might be provided by their local supermarket. Shoppers are highly receptive to simple ways they can learn about and make healthful choices. Coupons garner the highest interest. Shelf labels that identify healthy products and sampling or tasting events in the store are also of interest to most shoppers. Sampling can be an effective way to overcome the barrier of negative taste perceptions; as four in ten shoppers do not agree that healthy foods and beverages generally taste good. Customers want programs that aid them in shopping for healthy products, reward them for purchasing healthy options and provide ideas for easy-to-prepare healthy meals. The information must be conveyed in simple, easy to understand formats delivered to them directly or prominently displayed in the store. The highest interest is for: Coupons for healthy foods Shelf labels that identify healthy products Product sampling or tastings in the store Healthy meal ideas and recipes Reward programs for purchasing healthy products 69% of grocery shoppers are interested in having their store stock freshly prepared, healthy meals and sixty-four percent (64%) are interested in programs that recommend healthier options for the products they generally buy through messages printed at the checkout or website tools. 12

13 Many are interested in receiving recipes and meal suggestions that can help them manage or reduce the risk of their personal specific health concerns. Weight management, heart health, cholesterol management, digestive health and blood pressure are of concern to more than half of shoppers. These shoppers like the idea of having recipes relevant to their personal health concerns printed in the weekly circular, provided as recipe cards in the store or printed at the register. The proprietary, in-store Catalina Marketing network makes it possible to provide each shopper with a personalized support program including coupons, information, recipes and meal plans based on their individual health needs and food preferences reflected in their purchase patterns. Supermarkets have tremendous opportunity to have a greater impact in wellness marketing and patient care. More than 40% of shoppers are interested in having their local supermarket provide the following: Recipes for specific health concerns Information on how to treat or prevent common health concerns Health screening services Weight loss or diet plan services Nutritional counseling Personalized wellness plans Programs that require active participation by the shopper, such as in-store cooking demonstrations, hands-on cooking lessons, nutritional counseling and store tours to learn about healthy products, garner the interest of one third to sixty percent of shoppers. 13

14 The table below shows the relative interest levels for twenty-one services supermarkets might provide to help customers make nutritious food choices and manage their personal health concerns. Programs and services that require minimal time or effort from the shopper garner the highest levels of interest. SHOPPER INTEREST IN VARIOUS SERVICES THAT MIGHT BE PROVIDED BY THE SUPERMARKET WHERE THEY SHOP MOST OFTEN % Interested Interest Rank Service or Program Shoppers 1 Coupons for healthy products More than 80% 2 Shelf labels that identify healthy products 3 Product sampling or tasting in the store 4 Healthy meal ideas and recipes 5 Reward programs for purchasing healthy products 6 Freshly prepared healthy meals 7 Programs that recommend healthier options for products purchased 8 Recipes for specific health concerns 9 In-store cooking demonstrations for healthy meals 10 Information on how to treat common health concerns 11 Information on how to prevent common health concerns 12 Hands on cooking lessons for preparing healthy meals 13 Health screening services 14 Weight loss or diet plan services 15 Nutritional counseling for adults 16 Personalized wellness plans 17 Discount offers for local fitness clubs 18 In-store health seminars 19 Store tours to learn about healthy products 20 Nutritional counseling for children* 21 Selling health-related DVDs, magazines or books 70% to 80% 60% to 70% 50% to 60% 40% to 50% Less than 40% Percent interested = respondents rating service/program 4 or 5 on 5-point scale where 5 = very interested and 1 = not at all interested. N=2,559 * Interest among shoppers with children 14

15 Many supermarket chains operate well-designed websites that provide information and support tools to assist customers in choosing, purchasing and preparing healthful foods. Shoppers indicate that websites are among the most preferred ways retailers should provide them with healthy recipes, simple meal solutions and lifestyle tips. Despite this strong interest in learning about healthy options through websites, relatively few customers may be familiar with the range of information and support tools available at their fingertips. Six in ten shoppers report not using the website of their primary supermarket chain in the past few months, and close to one third report never using that website. Which of the following best describe your use of the [supermarket shopped most often] website? 30% 29% 6 of 10 shoppers rarely or never visit the website of the supermarket they shop most often. 26% 15% Never Not During a Few Months A Few Times During the Past 3 Months Almost Every Week 15

16 While many shoppers indicate that websites are a good way to let them know about products, programs and services available through their supermarket, just fifteen percent (15%) visit the website of their primary supermarket chain almost every week, and just six percent (6%) indicate the website is the best way to inform customers like them about new programs or services provided by their supermarket. Shoppers should be informed of programs and services through a multi-pronged communication plan. The best ways to build awareness for new programs include messages in store circulars, brochures provided through direct mail, prominent signs in the store and messages printed at the checkout. These methods should be used to inform customers about features or services available on the website of their preferred supermarket. WHAT ARE THE BEST WAYS TO INFORM CUSTOMERS ABOUT NEW PROGRAMS? Best Methods Lower Interest Little to No Interest Store Circular Brochure Mailed to Home Signs in the Store Message Printed at Checkout Brochure in the Store Information Kiosk In-Store Message on Website Newspaper Advertisement Store Staff Explaining Programs and Registering Shoppers in the Store Radio Advertisement Phone Call to Customers Home Our members want an integrated approach to creating comprehensive health and wellness programs. Catalina Marketing s blueprint can help them make health and wellness a reality in their supermarket. Cathy Polley, Vice President, Health & Wellness Executive Director, FMI Foundation, Food Marketing Institute 16

17 Moving From Concept to Competence Just over half of shoppers currently agree that their grocery store promotes healthy living, yet most are highly receptive to simple ways they can learn about and make healthful choices. The Catalina in-store printer network enables smart, efficient, effective communication that addresses shoppers as individuals, providing relevant offers, advertising, education and motivating messages. Coupons, recipes and information conveyed in simple, easy to understand formats provided at shelf, checkout and online are most desired. Shoppers are most interested in programs that aid them in shopping for healthy foods, reward them for purchasing healthy foods and provide ideas for easy-to-prepare healthy meals. There is broad interest for product recommendations, recipes and meal planning tools to help manage or avoid common health concerns. Shoppers want and need information on how to select and prepare products that help manage or reduce the risk of adverse health conditions. Helping shoppers overcome the barriers to choosing healthful foods requires a combination of value and simplicity that make it easier to plan, shop for and prepare healthful options. Shoppers need ongoing support and motivation to stay on track. We can best meet their needs with integrated programs that connect them with relevant products throughout the store -- ultimately transforming grocery trips into healthy shopping experiences. This study shows us that the formula for success can be expressed as follows: Reach + Relevance = Response Reach Build awareness of events, pharmacy services & website features through multiple communication channels. Relevance Programs, offers and messaging must be relevant or tailored to shoppers based on their product preferences and personal health concerns, purchase patterns and prescription medications. Response The greatest response will be secured by programs that require minimal effort on the part of shoppers. Supermarkets are uniquely positioned to implement effective wellness marketing programs by leveraging current assets. These include broad penetration, trip frequency and the ability to directly reach each shopper with individualized messages and purchase incentives through direct mail, or Catalina Marketing print programs. The most effective programs will require minimal effort by the shopper, express simple messages and provide cost saving offers for products that are consistent with the food preferences and health concerns of each shopper. As these programs are expanded, we will be successful in helping shoppers make healthful choices in every section of the supermarket. 17

18 Survey Methodology This study was conducted online among adults with primary responsibility for the grocery shopping in their home. The survey was fielded during April The total sample included 2,559 respondents. Potential respondents were screened to ensure they met the following criteria: Age twenty one or older Primary grocery shopper Shop at a grocery store most often for groceries (excludes those who shop for groceries primarily in other retail channels) Special Thank You A note of recognition to Pivotal Perspectives Consultancy for leading the shopper research to inform this study. About Catalina Marketing Catalina Marketing Corporation, owns and operates the world s largest, transaction-level, shopper-data warehouse-- powering media networks to intelligently connect CPG, health care, and retailer marketers with specific audiences. Catalina Marketing develops, delivers, and measures shopper and patient-driven engagements with approximately 90M households and 130M patients annually. Media distribution channels include 50,000 food, drug and mass locations worldwide, including 18,000 US pharmacies. The company is based in St. Petersburg, Florida, with operations in the US, Europe and Japan. Catalina Marketing Corporation 200 Carillon Parkway St. Petersburg, FL T For more information contact us at Copyright and Trademarks: This study is copyrighted by Catalina Marketing Corporation, January, All registered trademarks and any other products used in this Study, whether marked as trademarks or not marked, are the trademarks of their respective holders. Use of a trademarked name should not be construed as contesting such trademark. Catalina Marketing claims no ownership in, nor any affiliation with, any third-party trademarks appearing in this Study. Such third-party trademarks are used only to identify the companies, products and services of their respective owners, and no sponsorship or endorsement on the part of Catalina Marketing should be inferred from the use of these marks. 18

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