Is Grocery Shopping Still Women’s Work?

 

GROCERY SHOPPING IS CHANGING AND IT’S ABOUT DARN TIME!

Retro Shopper

There are about 123 million households in the US – 203 million people claim to have at least 50% of the household responsibility for grocery shopping. Huh? I guess that means more than one person per household does all the shopping.

Grocery Shopping Statistics

According to US Grocery Shopper Trends

WE WANT RETAILERS THAT SHARE OUR VALUES – 95% Trust That Food is Safe

Values: What about you? Are these values important to you? What is most important?

  • Health & Wellness
  • Food Safety
  • Transparency:
    • Easy access to product information
    • Clear quality standards
    • Productivity & accountability
    • Fair treatment of employees
    • Openness and honesty about business practices
  • Ease & Convenience

WHAT ELSE IS IMPORTANT TO US WHEN CHOOSING A STORE: These attributes are at the top

MORE AND MORE WE’RE LOOKING FOR FRESH & MINIMALLY PROCESSED FOODS TO IMPROVE THEIR HEALTH

  • Food and beverages that have the shortest list of ingredients
  • Food and beverages that are produced locally
  • Food and beverages that have only ingredients they recognize
  • Food and beverages that are minimally processed
  • Food and beverages that are organic, sustainable and/or seasonal

Store Private Label Brands: 82% of shoppers look for store brands and consider them very important. Store brands can save you money.

In order of importance, shoppers’ top purchasing of store brands are:

  1. Fresh Produce
  2. Milk or Non-Dairy Substitutes
  3. Fresh Bakery Items
  4. Meats & Seafood
  5. Packaged & Canned Foods
  6. Refrigerated Dairy Foods

WELCOME TO THE DIGITAL AGE: 43% of shoppers buy groceries on-line at least occasionally

We’ll always shop in physical stores. But we want more of an “experience” when we shop. Stores are implementing better signage, hiring nutritionists, sampling products, creating community areas and offering cooking classes. But, what is becoming more and more important and will continue to grow is out-of-store communication and using mobile access to information, coupons, sales, placing orders, and checking out. The digital age makes it easy for us to communicate with stores with complaints, requests for products, and for more personalization. Competition between brick and mortar stores and on-line stores is intense. Meal kit companies are getting gobbled up by retailers so that they have more of a digital presence and influence. Click and collect and delivery services will spread outside of large cities and become more available to everyone.

Mobile transactions affect 50% of retail purchases so stores are going to become more aggressive in getting access to our mobile numbers.

WHY IS ALL THIS IMPORTANT??

As I’ve worked on this post, I’ve asked myself over and over how many people REALLY consider all this when they think of grocery shopping. Do people REALLY care?? Probably not as many as I think to be honest. I live in the natural and organic food bubble so it’s on my mind the majority of the time. Everyone is incredibly busy and distracted. What I hope you get out of this is a curiosity that will intrigue you to be thoughtful about what really is important to you and think about how your regular store is adapting to your needs. But most of all I want people to know that they have a very important voice in how food is marketed to them digitally and in the grocery aisles.

You can:

  • Ask if your store has quality standards on what they sell
  • Request items you want but your store doesn’t sell
  • Notice how foods are being marketed to you, what items are positioned directly in your eyesight and which ones are allocated to the very top and bottom.
  • Communicate on-line, in-store, and with brands about your likes and dislikes
  • Take time to read labels and ask for help
  • Ask where products come from and how they’re made
  • Shop according to your values
  • Ask your store or brands how they support their communities
  • Be aware of how store employees act, are they treated well? If not, do you want to give your money to this business?

So yes, the shopping landscape has changed drastically and isn’t “women’s work” any more and will definitely continue to evolve.  Ask questions, maybe some of this information isn’t something you’ve considered before but will now. It’s my mission to empower people to make decisions that feel good and healthy and in turn support good companies with their dollars.

I hope you’ll let me know in the comments what is important to you when shopping for groceries.

Michele Cole

 

 

 

 

 

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