US consumers driven to fresh food for the “taste”, new research

Posted by AFN Staff Writers on 13th February 2013

A new US report by “Supermarket Guru” Phil Lempert has found that “taste” is rapidly becoming a driver for purchasing fresh food in the United States.

While “health” is still considered the main reason that US consumers by fresh food, the National Grocers Association-SupermarketGuru 2013 Consumer Panel Survey found that 37.5 per cent of US consumers say that “taste” is the reason they purchase fresh.

Of those surveyed, nearly 70 per cent said that perimeter fresh foods are the primary reason they visit the supermarket – described as “today’s traffic magnets” for supermarket purchasing by Mr Lempert. This response comes most often from the high-end of the income scale, which is 72.7 per cent of the US $125,001-$165,000 tier, and 78.0 per cent of the US $165,001+ group.

Further, the report shows that the on-going commitment to health from governments worldwide is resonating with young people, with 71 per cent of those aged 24 and under choosing to eat fresh food for “health” reasons. “Health” was also the main driver for fresh food purchases for 67.6 per cent of those aged 25-39.

While retailers and food manufacturers are still concentrating on “health” marketing of fresh foods, the Supermarket Guru report also found that sixty per cent of Americans believed they could eat “a lot healthier” if retailers continued to stress the importance of the better taste associated with fresh foods.

Phil Lempert is a food industry analyst, journalist and trend-watcher. The report is part of the US National Grocers Association conference to be held in Las Vegas, where Mr Lempert will present the findings to independent grocers in the US.

"Taste" is becoming a driving factor for US consumers purchasing fresh food.