IDDBA's Innovation Finds That Consumers Want a Deeper Relationship with Their Grocer

NEWS FROM IDDBA For Immediate Release For more information contact Jessica Hughes (jhughes@iddba.org or 608.310.5000) November 21, 2011

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Madison, WI —IDDBA's Innovation Trends, Attitudes, and Opportunities finds that consumers are interested in more than a simple seller-to-buyer relationship. For this new research, IDDBA commissioned Datassential to explore consumer attitudes and interest in various forms of innovation. A key finding shows that grocery stores have an opportunity to expand their roles in shoppers' lives by presenting themselves as stewards of their communities and conduits between food sources and end consumers.

Today's consumers are looking for shopping experiences that make them feel connected to their communities on multiple levels. The "local" and "sustainable" movements are popular and appeal to consumers across demographics. They want to know the where, when, and how's of the foods they buy. Consumers indicated repeatedly that they would welcome the chance to create ties with farmers and artisans via their local supermarkets and delis. They were also interested in grocery retailer-sponsored educational events ranging from cooking classes to tastings to health and fitness events. Supporting local charities is also an excellent ways to generate goodwill and increase word-of-mouth endorsements.

Food trucks are gaining popularity and 76% of those surveyed would be at least somewhat interested in purchasing food from a gourmet food truck operated by their favorite grocery store. Many consumers also said that a gourmet food truck would give them the impression that the grocery store was innovative and on trend.

Consumers are ready to be more connected and involved with their community and grocer. With a little innovative thinking, grocery stores have an opportunity to greatly expand their relationship with shoppers.

About IDDBA: IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, training programs, management tools, and an annual trends report. For more information, contact IDDBA at 608.310.5000 or visit our Web site, www.iddba.org.

About Datassential: Datassential is a full-service research provider for the food industry. The company specializes in consumer and B2B research, and is a leading industry source for food and flavor trends.

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