Product Transparency: Shoppers Talk Label & Package Information
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Transcript of Product Transparency: Shoppers Talk Label & Package Information
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“Now transparency is critical. Where food comes from is huge. Huge. And it’s happened so quickly. We work very
hard to be transparent…”
- Chris Foltz, Director of Operations, Heinen’s Grocery Stores
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• What types of product-related information do they look for?
• Where do they look?
• What product categories are associated with high need?
• What can be improved?
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objectives
To understand shoppers with high information needs:
We also sought to capture this shopper’s unique voice
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study design• Screened for three types of shoppers with high info needs
• Quantitative survey administered in-store through Field
Agent app
– QC protocol: Photos, GPS, time-date stamp, receipts
• Participants surveyed as they shopped for food and/or
everyday household items on a self-initiated store trip
• All participants shopped for one “new” item
• Select shoppers submitted video commentary
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• They, or someone in the household, follow a restrictive diet, but allow some “cheat” days
• Who on a special food plan do they shop for?
– Myself (80%), Spouse/Partner (39%); rarely children
• Why are they/someone else on a special food plan?
– Weight-control (65%) and greater well-being (61%)
• Shopped for food in our study
n = 168“health conscious”
HEALTH CONSCIOUS CORA
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“prohibitives” n = 138
• They, or someone in the household, have dietary restrictions they must follow all the time
• Who with dietary restrictions do they shop for?
– Myself (67%); spouse/partner (30%)
– Much more likely to shop for children
• Why are they/someone else on a special food plan?
– Avoid feeling sick or uncomfortable (73%)
• Shopped for food in our studyPROHIBITIVE PAULA
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• Seek out products supporting their ethical/social values
• Have switched to products that better support their values
• Approximately half in our study say they switch products “frequently” and the other half “occasionally”
• Top causes: Made in USA (38%), Organically grown (29%), Eco-friendly production (18%)
• Shopped for food and/or everyday household items in our study
“values” n = 161
VALUES VINCE
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But When & Where?Shoppers Did Look for Product-Related Info
AT-HOME IN-STORE
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Did participants search for product-related information to prepare for the shopping trip?
Health Conscious Prohibitive Values
17%14%
21%
No more than 1-in-5 (rounded) searched for product-related info prior to the store trip
(n = 138)(n = 168) (n = 161)
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Compare to those who searched for product-related info during the store trip
Atleast3-in-4shoppersdidanin-storesearchforproduct-relatedinfo
Health Conscious Prohibitive Values
76%78%85%
17%14%21%Pre-storeIn-store
(n = 138)(n = 168) (n = 161)
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Where did shoppers look for product-related information inside stores?
MOBILE PHONE STORE EMPLOYEE
DISPLAY PRODUCT LABEL
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The LABEL itself was the go-to source for product-related info among high need shoppers
Product Label Shelf signs/tags/information Mobile phone Store associate
7%12%
46%
60%
6%12%
29%
68%
4%13%
43%
71%
Health Conscious (n = 168)Prohibitive (n = 138)Values (n = 161)
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What information did they specifically seek out in stores?
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Nutritional Info (Net) Ingredient List Potential allergens Country of origin Product benefits How it was made/harvested Animal testing/byproducts
19%
30%35%
45%
22%
70%60%
26%17%
12%20%
52%
73%
61%
9%9%18%
13%12%
59%
90%
Health Conscious (n = 137)Prohibitive (n = 92)Values (n = 99)
Among shoppers who sought in-store information
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SpecificTypesofNutritionalInfoSought
Sugar or carb count Calorie count Protein amount Fat amount/type Sodium levels Fiber amount Vitamin/mineral content
11%11%16%18%
27%32%
28%
15%23%
33%38%
45%48%
66%
Health Conscious (n = 137)Prohibitive (n = 92)
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How important was package information for shoppers
purchasing a NEW product?
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“Did you select one product over another specifically because of something you read on the label or package about the product itself?”
There’s Power in the Package
Health Conscious (n = 123): YES 50%
Prohibitive (n = 86): YES 47%
Values (n = 112): YES 32%
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Which foods are most difficult to find info about?
Meat (fresh/frozen) Fruits/veggies (fresh/packaged) Sauces, dressings, condiments, or spices Sweets/desserts Dairy products
32%
16%19%
42%44%
10%
26%25%
18%18% 17%13%
18%24%
31%
Health Conscious (n = 168)Prohibitive (n = 138)Values (n = 62)
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What suggestions do high-need shoppers have for brands and
retailers?
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alternative info sources
• Point-of-purchase materials (e.g., signage) • Digital (e.g., app, website, social media) • Product recommendations based on purchase history
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make info on package easier
• Larger font on label (no small print) • Highlight allergens to prevent reading ingredient list • Dietary type on front of package (e.g., vegan, paleo) • Universal symbols/color codes for allergens, diets
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new labeling
• Label items not consistently labeled (e.g., eggs, produce) • Include info on label about product origin, recycling info, etc.
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item grouping
Separate sections in-store by dietary need, allergen, etc.
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