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As the grocery industry evolves, two critical factors are reshaping consumer decisions: fresh food and convenience. Deloitte’s sixth annual report on the state of fresh food highlights a unique opportunity for grocery retailers to blend their traditional strengths in fresh produce with a growing demand for convenience. The study, which surveyed 100 grocery retail executives from large companies and 2,000 U.S. consumers, provides insights that could shape the future of grocery shopping.
It’s no surprise that fresh food is a top priority for consumers. Freshness is closely linked to health and nutrition, which is why nearly 90% of consumers say fresh food makes them happy. With the rise of health-conscious trends, 86% of shoppers now cite personal health and wellness as “important” or “very important” factors in their choice to buy fresh food.
Despite their commitment to freshness, 67% of consumers admit they still opt for convenient food options on busy days, even if that means choosing more processed foods. Fresh food alone isn’t enough to win over today’s customers—convenience is key. In fact, more than half (52%) of consumers value convenience more than they did in the past, with Millennials (57%) and Gen Z (61%) driving this growing demand.
Interestingly, while grocery executives express concern about competition from internet grocery stores (56%) and third-party shopping apps (53%), consumers still prioritize traditional grocery stores when seeking convenience. In fact, 47% of consumers turn to traditional stores for convenient shopping, compared to just 9% who use third-party apps, 3% who prefer internet grocers, and 2% who buy directly from food producers’ websites.
A strategy for grocers may be as simple as capitalizing on the traditional strengths of the grocery sector. Fresh food is a strength and as noted above, traditional grocery is still the top of consumer choice for convenience. What consumers really want is in-store convenience that doesn’t compromise the fresh, healthy food they seek.
Read full study here: https://www2.deloitte.com/us/en/insights/industry/retail-distribution/grocers-must-work-toward-more-convenient-fresh-food.html
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