Though some of the economic uncertainty seems to be easing, consumers are maintaining the habits they adopted during the recession. One statistic of particular interest to grocers is the growing percentage of consumers who are eating home-cooked dinners 3 or more times a week. This number has increased from 87% in 2008 to 92% in 2011. The rising interest in cooking and eating at home is an opportunity for grocers who are using new ways to reach consumers.
The 2011 National Grocers Association Consumer Survey Report finds that over half of consumers are cooking more at home these days. A solid majority (69%) feels comfortable in the kitchen. Many like to experiment with cooking and 75% say they want to become better home cooks.
The top factors that influence where consumers buy most of their food include:
- Specials listed in the newspaper 59%
- Coupons received in newspapers or mail 58%
When these consumers go food shopping, they’re looking for specific items. Price and brand are important to shoppers, but there’s a growing interest in local suppliers. Over 86% of consumers say it is important or very important to find locally grown produce or other foods in their supermarkets. Demographic groups who say this is most important include:
- Households with no children: 62%
- Households which spend at least $81 a week: 66
- Baby Boomers: 45%
Grocers and food manufacturers may be using more social media tools in 2011. Consumers report using the following social sites to learn more about foods:
- Facebook 25%
- Twitter 5%
- YouTube 4%
Food retailers will definitely be looking to expand market share as consumers continue to cook at home. And to attract consumers, grocers will be marketing themselves as the best providers of quality but affordable produce, meats and other staples.[Source: 2011 National Grocers Association Consumer Survey Report. SuperMarketGuru.com. 2011. Web. 28 Feb. 2011]