BY GAIL BARNES
According to the EcoFocus Trend Survey released earlier this year, the healthy beverage shopper possesses $5.8 trillion in buying power and includes 46% of all grocery shoppers!
In a thought-provoking break-out session at the International Dairy Show which was held in Chicago from 15–18 September, Linda Gilbert, CEO and president of EcoFocus Worldwide, the research firm that identified this group in the EcoFocus Trend Survey, provided insights into the demographics, attitudes and purchase priorities of this consumer segment.
Consumers in the healthy beverage shopper category make a strong connection between their personal health and the environmentally friendly choices they make. They also have high expectations about packaging because of the impact it can have on the foods and beverages they buy and use. 85% of these shoppers believe beverage packaging that doesn’t impact the taste is most important – followed by protection of nutrients and ability to keep the beverage fresh without preservatives.
“Healthy beverage shoppers represent important communication, innovation, and value-added opportunities for dairy and beverage manufacturers. They put high priorities on making healthy and eco-friendly purchases, and believe a product’s packaging has a big impact on those key factors,” said Gilbert. “The EcoFocus research shows that manufacturers and retailers can successfully connect with healthy beverage shoppers, by focusing on what these consumers care about: nutrition, ingredients, and packaging.”
Healthy beverage shoppers are speaking with their dollars:
The take out is that the healthy beverage shopper will reward those who help them sift through the clutter and avoid those who do not act responsibly.
Healthy beverage shoppers are making changes for environmental reasons:
More fresh foods and beverages are a priority for healthy beverage shoppers. According to an industry publication, “the fresh department is the entry point for consumers who want healthier products. Shoppers want to make choices based on their beliefs, wants and needs.”
Healthy beverage shoppers strongly connect quality of life with eco-friendly choices. 82% of healthy beverage shoppers agree: “Being eco-friendly is a way to improve my quality of life.” When they shop they are buying with both health and environment in mind.
The intersection of personal health and environmental responsibility is a new dimension of wellness for shoppers. When choosing what to buy, healthy beverage shoppers say they always or usually think about health reasons (90%) and environmental reasons (71%).
Recycled and renewable packaging are priorities for healthy beverage shoppers. Glass and refrigerated cartons are perceived to be the most eco-friendly types of beverage packaging, followed by aluminium cans, flexible pouches, plastic bottles and steel cans.
Healthy beverage shoppers are more thoughtful than average about the decisions they make, both in terms of nutrition and environmental responsibility. Recommendations for brand owners included:
© FoodBev Media Ltd 2019