Meet the brand new American grocery buyers.
After greater than a yr of utmost concern and stress as a result of COVID-19 pandemic, these customers are prioritizing well being and security greater than ever earlier than.
On the grocery retailer, whether or not they’re buying on their cell phones or cruising the middle retailer in particular person, they’re searching for better-for-you nourishment by scanning labels, zeroing in on unfamiliar elements, skipping gadgets loaded with sodium, sugar and fats (which they might have overindulged in in the course of the pandemic), and searching for as many well being advantages as doable in each snack or meal.
Well being and wellness have been surging traits in retail and client packaged items earlier than the pandemic, however for the consumer, the buzzwords have gone from “fashionable” to “will need to have” in the case of meals, and particularly candy or savory snacks. “Higher for you” is now mainstream because the post-pandemic client redefines what it means to guide a happier, more healthy and extra productive life-style throughout chaotic, unbalanced occasions.
“Popping out of the pandemic, I feel we’ve all realized there actually is nothing extra vital than our well being,” affirms Mark Mastern, CEO of Joolies, a grower of natural California Medjool dates in Southern California’s Coachella Valley. “Sustaining a wholesome life-style is high of thoughts for customers, but on the identical time, there are such a lot of stresses persons are going through as we proceed to face unknowns and transition again to ‘regular’ occasions.”
Joolies is completely positioned to seize the post-pandemic shopper searching for better-for-you snack options. Shoppers are snacking greater than ever earlier than, they usually anticipate their snacks to supply vitamin, portability and wellness. Joolies’ Medjool dates are a superb instance of a snack that gives customers a wholesome possibility, a sugar swap and a superfruit ingredient whereas on the identical time satisfying cravings for consolation meals, in accordance with Mastern. Medjool dates are identified to be excessive in antioxidants, and a superb supply of fiber and potassium.
Many retailers and suppliers seeking to leverage the chance in wholesome snacks used to hold their hats on gluten-free and natural labels, and left the “superfood” merchandise to pure meals shops. Nevertheless, extra buyers than ever, spanning a variety of socioeconomic and cultural backgrounds, are searching for low-sugar chocolate bars, bitter cream and onion protein puffs, and ketogenic malted milk balls. To capitalize on these post-pandemic well being and wellness actions and attain the suitable prospects, retailers and producers ought to recalibrate their choices and get in entrance of those traits now.
“In each sweet and snacks, I feel you’ll see strong progress after the pandemic,” says John Downs, president and CEO of the Washington, D.C.-based Nationwide Confectioners Affiliation. “I feel, given life-style preferences on this nation, and given our demographics, and as we come out of the pandemic, these two classes will proceed to be strong.”