The food culture and buying habits of affluent food shoppers (the 42 million grocery shoppers in the U.S. with household incomes of $150,000 or more) cause them to have a disproportionate impact on the bottom line of supermarkets.
In the market research report “Affluent Food Shoppers,” Packaged Fact identifies four key ways that U.S. grocers can better meet the needs of this important consumer segment. 1.Reflect the Values of the Natural Channel-Affluent food shoppers reflect the food culture of the natural channel. This means grocers interested in expanding their affluent shopper base need to promote values such as fair trade, local sourcing, sustainably grown products, humane treatment of animals, and clean labeling. 2. Carry a Wide Range of Organic Fresh, Refrigerated, and Frozen Foods-Since affluent food shoppers are far more likely to buy organic fresh and frozen foods, stores need to provide a full range of options in this category. 3. Give Affluent Food Shoppers More of the Center Store Products They Want-Affluent food shoppers are just as likely as food shoppers on average to use a wide variety of condiments, such as ketchup, mustard, dry mix salad dressing, marinades, and spaghetti/pasta sauce. 4. Take Steps to Improve Foodservice Options-Affluent food shoppers are far more likely than their non-affluent counterparts to agree with the statement “I often go out to eat because my life is too hectic to put a meal on the table every night.”