Regardless of which side you're on in the national health care debate, the one thing most of us can agree on is the growing awareness of health - our health - and the fact that for all of our scientific and technological advances, we are arguably in the worst physical shape we've ever been in.
The Centers for Disease Control and Prevention predict that by 2030 a whopping 42% of Americans will be "obese," meaning a body mass index of 30 or higher. There are a myriad of health risks that come from this collective weight gain: heart disease, diabetes and risk of stroke, to name the top three. This is not really news, but the groundswell behind better eating habits is having an impact on buying behaviors.
Supermarkets, for their part, are struggling to find a role as providers of healthful options. As the baby boom generation departs the stage and the millennial generation assumes the lead role, supermarkets have found themselves marginalized by just about every retail establishment; indeed, it seems that everyone today sells food. And for their part, the millennials (sometimes known as Generation Y) are just fine with that. They like the flexibility and options this ubiquity offers.
What does this have to do with marketing organics at the shelf edge? It's all about thought process and engagement. While boomers and millennials differ in many ways, they are alike in at least two: They are open to changing paradigms (boomers broke down the establishment, and millennials are challenging the new establishment), and they are both interested in eating better.
In fact, the latest Food Marketing Institute "Shopping for Health" study shows a marked increase in eating a more healthful diet for all shoppers and all age groups. Respondents claim to be buying more whole-grain bread and Greek yogurt while cutting back on salt and processed foods. While this latest study demonstrates a growth in awareness, we still have a long way to go to in terms of activity.
One point in the report that sticks out is the fact that three quarters of all respondents felt that "organic," "all natural" and "locally grown" were equally healthful choices. This point is indicative of the overall sense of confusion about making healthier choices: While information abounds and is easily accessible, it's often conflicting and doesn't always help in the actual decision-making process at the shelf edge.
There are a number of compelling reasons for retailers to make marketing organics a priority:
For the typical beleaguered retailer, the immediate opportunity is to get cracking on an in-store communications plan that educates shoppers about organics (and other healthful eating options). But this approach will take more than asking the in-house dietician to create a program; finding a trustworthy partner with the experience and resources to help create a successful program is critical.
Organics are no longer niche. They have become a category with mass appeal. Now is the time to invest in the category - and those shoppers - to build a bridge across generations.
Jeff Weidauer is vice president of marketing at Vestcom, the leading provider of customized shelf-edge communication for the retail industry, driving sales and reducing costs for the nation's top retailers and their suppliers. Mr. Weidauer can be reached at jweidauer@vestcom.com or 501.663.0100.
