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Now More Than Ever,
True Stories are Important
Storytelling is more important now because
the necessity for retailers and brands to be
transparent has never been higher. Product
recalls, questionable claims and shady
business practices have made us more
suspicious shoppers and worried about the
foods we buy.
In fact, nearly three-quarters of U.S.
consumers show a high level of skepticism
towards food integrity, according to Mintel
research. Younger U.S. adults aged 18-38 are
the most worried about harmful ingredients,
while demand for transparency in food
product ingredients increases with age.
Food worries are often multifaceted;
consumers often express concern over the
impact on their own health as well as what
’
s
good for the planet.
(The recession made Americans more
conscientious shoppers. Now consumers are
examining every purchase because we can;
the rise in price and product tracking tools
has made it easy for us to be more informed
and savvy shoppers.)
According to Mintel research, 70 percent of
U.S. shoppers say they like to know where
their food and drink comes from. Further,
about 75 percent of U.S. consumers with
internet access have conducted online
research for purchases in the last week.
In short, today’s consumers are equal
parts skeptic and sleuth.
Consumers Want Transparency
from Retailers
Besides the obvious drivers of convenience,
price and familiarity, grocers have many
other “stories” to tell in marketing
communications.
At the store level, one asset to prioritize and
invest in is human capital. The role of the
employee can be elevated beyond just telling
customers which aisle items are in, and/
or ringing up items efficiently. Informed
and knowledgeable employees can assist
consumers who are seeking more detailed
information regarding the origin of the foods
they buy.
Highlighting fresh produce and the stories of
the farmers that grow it is especially relevant
for baby boomers and swing generation
consumers who are most likely to choose a
retailer based on its fresh produce selection,
according to Mintel research.
Meanwhile, stories about unique and
exclusive items including organic and
natural food selections offer maximum
appeal to millennials.
Demand for transparency is especially
pronounced for private label products.
According to Mintel research, U.S. store
brand buyers overwhelmingly agree
that store brands should provide more
transparency about who makes them, where
they are produced, and their origins.
As retailers continue to expand their store
brand offerings with many making organic
and BFY (better-for-you) claims, consumers
appear to be skeptical about whether they
can trust these claims. This presents retailers
with an opportunity to tell a stronger story
about the origin of their products as a way
to connect with buyers and quell any
concerns about how they are made,
especially since more than half of buyers
agree that national brands do a better job
of providing this information.
Agree
I want to see more transparency about who makes them
81%
I want to see more transparency about where they are produced
79%
I would trust a store brand more if it listed the product’s origin
76%
I would buy more store brand products if they used locally-sourced
ingredients
69%
National brand products share more information about their origins
than store brands
56%
Attitudes Toward Store Brand Products
, U.S., November 2015
Base: 1,864 internet users aged 18+ who purchase any private label
Source: Lightspeed GMI/Mintel
Source: Mintel Reports: Private Label Food Trends – U.S., February 201
All
iGeneration
(1995 - 2007)
(18-20)
Millennials
(1977-1994)
(21-38)
Generation X
(1965-1976)
(39-50)
Baby Boomers
(1946-1964)
(51-69)
Swing
Generation/
World War II
(1945 or before)
(70+)
There are probably more harmful or excess
ingredients in foods than manufacturers are
telling us
71%
80%
70%
71%
71%
73%
I want to see more transparency in food
product ingredients
69%
62%
68%
67%
70%
72%
I worry quite a bit about potentially harmful
ingredients in the food I buy
53%
60%
60%
55%
46%
35%
Base: 2,000 internet users aged 18+ Source: Lightspeed GMI/Mintel Source: Mintel Reports: Free-from Food Trends – U.S., May 2015
Attitudes Towards Food,
by Demographics,U.S., February 2015
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