It’s fair to say that health is not a factor traditionally associated with the convenience channel. Healthy eating is based on planning not impulse, where indulgence reigns…right? Not quite.
The modern shopper expects to find products that meet their dietary requirements. Smart retailers are keeping abreast of health trends and ensuring their shelves are stocked with products that meet such needs.
“There is a rapidly evolving base of consumers who now, more than ever, are seeking products that meet their specific requirements,” Livwell Emporium General Manager Darren Craig says.
“Such needs include foods that are high protein, lower in fats, gluten free, baked not fried, etc. Many people also chose vegan options for reasons including healthier choice, animal cruelty or environmental impact.”
Shoppers are also more educated in their choices, even when seemingly impulse purchasing.
“I think it’s due to access of information,” Naturally Driven co-founder Luke Langton says.
“Consumers are far more knowledgeable about what’s in products and what nutritional panels mean. Younger generations now want to know what they are putting into their bodies.”
Locako founder Ally Mellor shares this view.
“Shoppers are becoming very educated in terms of looking at ingredients and labels, and they want products that make them feel and perform better,” she says.
“With greater access to information available, consumers are more educated and more selective with their purchases. Convenience channels that adapt to offerings that include the various growing consumer choices will benefit from additional sales and encourage a broader consumer base to become frequent shoppers.”
Greenback co-founder Luke Driver says the perception of the convenience channel has been changing for some time now.
“While it hasn’t been easy, retailers have done a great job to positively change the consumer mindset by implementing better for you ranges including fresh food and fruit, sushi and salads. Over time, customers start trialling the new offerings and begin to trust the quality and freshness of what is on offer. This has bought a halo effect on other ranges and health foods in the store, an overall level of confidence and a mindset shift.”
For more on healthy options in the convenience channel, check out the September/October issue of Convenience World.
