Understanding Today's Grocery Shoppers

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According to the Journal of the Academy of Nutrition and Dietetics, today’s shoppers are participating in more recipe-based shopping rather than traditional pantry stockpiling. Additionally, consumers are also more willing and able to purchase their groceries at a diverse selection of stores compared to previous generations.  Shoppers are hunting for for specialty items including ethnic, organic, and locally grown products. To me, these trends are a sign that consumers are willing to go to new measures in order to find the items they desire. As a dietetics student, I hope that this also means our consumers are becoming more aware of nutrition issues and motivated to make healthy changes.
Another recent finding, according to the Academy, is that today’s shoppers include more men than in the past. Now, “More than 40% of those who claim substantial responsibility for household grocery shopping are men”. This trend has lead grocery stores to change their layouts, signage, and offerings. Male shoppers are seeking convenience items that are fast and easy. Grocery stores have been challenged with a high demand for prepared foods and many have responded with hot and cold buffet style bars and a large selection of ready-to-eat items.
With so many changes happening in our grocery stores, dietitians are also facing challenges. With more and more shoppers seeking convenience, we don’t want consumers to forget about health. It will be up to dietitians to educate shoppers on how to make choices that are not only quick and easy but also healthy and nutritionally balanced.


JW


Peregin, T. (2015). Understanding Millennial Grocery Shoppers’ Behavior and the Role of the Registered Dietitian Nutritionist. Journal of the Academy of Nutrition and Dietetics.

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