This Valentine’s Day, health-centric shoppers were seeking out candies that would allow them to indulge in the celebration without the burden of compromising their diets and hard earned progress. CPG brands and retailers should be asking themselves two questions: did consumers know where to find these diet compliant candies in-store and online, and what can be done to make this search more convenient for shoppers going forward?
With 200 million consumers adhering to a particular diet or health related eating program, and nearly as many indicating that a food allergy or intolerance affects the way they shop, need-state shopping is big business.
This past week, Label Insight announced our partnership with Salsify, the commerce experience management platform that helps brands win on the digital shelf, to dramatically improve product data quality and the digital shelf experience overall.
The number of consumers in the U.S. who are shopping based on personal need-states such as diets, allergies, and health-related wellness preferences has risen dramatically over the last few years. Today, an estimated 200 million Americans follow some type of health and wellness program, and an estimated 180 million Americans have food allergies that affect the way they shop. And 55% of shoppers now say allergies or intolerances affect how they shop, up from 44% in 2018.
According to Healthline, more than 1.5 million Americans may have a sesame allergy with 1.1 million children and adults diagnosed with one.
Content generation and optimization is now easier than ever with Label Insight Item Setup! Brands can leverage our latest solution to save time and effort in the current manual and time consuming item setup process, ensuring accurate and comprehensive product data for your retail customers.
From a consumer perspective, the online grocery experience is broken. While an increasing majority of consumers are shopping based on lifestyle choices and wellness needs (up 15% over the last two years), online retailers aren’t making it easy for them to find products that meet their criteria.
Traditionally, household cleaners have not been required to disclose ingredients on-package. But now that California has passed the California Cleaning Products Right to Know Act, all cleaning products sold in the state of California, which is currently most of the market, must disclose ingredients on-package and digitally. As a result, consumers are not as familiar with these ingredients, leading to confusion and apprehension as some household cleaning products have unrecognizable and often intimidating chemical names.
As COVID-19 cases rise again, it’s clear there will be a lasting impact on the way consumers grocery shop online. According to a survey through IRi, 35% of consumers are proactively taking care of their physical and emotional health more now versus before COVID-19. For CPG brands and retailers, there is an immense opportunity to capitalize on the demands of these consumers and provide product transparency, not only increasing e-commerce product discoverability and revenue, but also encouraging customer loyalty and trust in a time of uncertainty.
Grocery e-commerce is witnessing massive shifts in consumer behavior. While grocery shopping was almost entirely brick-and-mortar as little as five years ago, innovations in fulfillment, such as same-day delivery and click-and-collect, have made grocery e-commerce more attractive. The number of households ordering groceries online has risen over 145% from August 2019 to March 2020, and 43% of households surveyed said they are either extremely likely or very likely to stick with online grocery buying even after the current pandemic is over. But grocery brands are leaving money on the table by not optimizing their CPG product listings according to the way consumers are searching.