Baking & Snack - July 2018 - 62
Grocery trips in the
(trips may involve
Average store visits
in past 30 days
visits in past 30
under 18 in HH
in past 30 days
Channels visited in
past 30 days: children
under 180in HH
Product preference, trends and the experiential play a part in consumers purchasing
across multiple channels and multiple stores within those channels.
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62 Baking & Snack
2018 / www.bakingandsnack.com
impulse and curated assortment will engage the shopper in
a journey of discovery." And the experiential is crucial to a
For this reason, food halls have increased in popularity.
Mr. Donnan described them as an extension of the food truck
channel because they give consumers local products, an artisanal feel and an experience, which could include cultural
elements, live music, an outdoor setting and more.
One of the biggest ways retailers have engaged consumers
is through a partnership with meal kit companies or adding
their own meal kit selection. "You can get one for any type of
diet. It's like their own little cooking course that they can take
without having to actually leave their house," Ms. Bowden
Mr. Clouthier noted that meal kits have been one of the biggest surprises for the baking and snack industries. "It's disruptive for the big CPG brands because they don't deal well with
short shelf-life products," he explained. "If they come up with
a meal kit, they're looking for 60- to 90-day shelf life, whereas
Blue Apron or Hello Fresh only have a 4- or 5-day shelf life
because they're sending it directly to consumers."
Although consumers look for deals and think about the value of the dollar, value now means a variety of things to shoppers and their in-store priorities are evolving. Mr. Kafarakis
said consumers are compelled by the retailers' values: How
does the company treat its community, its shoppers? Is the
store and its products environmentally friendly?
Ms. Bowden said the experiential in retail settings could be
as small as inviting lighting and helpful employees or as large
as adding an interactive area where consumers can sample
products. She pointed to Kroger's decision to partner with
Murray's Cheese Co. and incorporate a cheese monger in its
store. A niche experience such as this also differentiates retailers at a time when all stores are cross-channeling.