A new report from grocery retail research firm IGD has identified a burgeoning group of 'influencer shoppers', who are set to replace the 'boomer' generation as the group with the most purchasing power.
Making up roughly 25% of all shoppers, these consumers are 'time optimisers, health-conscious, individual, experimental and socially conscious'. IGD said that they will have the strongest voice and the most impact on the food chain.
Sustainability Concerns
Fifty-nine per cent (59%) of the 'influencer shopper' category said that recent TV programmes, such as Blue Planet 2, with David Attenborough and broadcast on the BBC, have been their motivation to make changes to help the environment.
Nearly three quarters of British grocery shoppers said that they have become more aware of the impact of plastic packaging over the past year, meaning that retailers will need to be aware of this preference while keep packaging functional.
Nearly four in ten influencer shoppers said that they will always buy sustainable food and grocery products in the future, compared to 33% of shoppers in general.
Vanessa Henry, shopper insight manager at IGD, commented, "Shoppers feel this is the right thing to do, but, in reality, other needs, such as price or availability, will take priority ahead of social consciousness at this moment in time.
"The desire to do the right thing is strongly ingrained in most people. Provided the economy stays on track, shoppers will be finding more ways to express this through their shopping in 2025," Henry added.
Increased Personalisation
Influencer shoppers are also highly likely to adopt new technologies that will create a more personalised grocery shopping experience, possibly having a 'strong influence' on other shoppers, IGD said.
More than half of respondents said that they would be willing to share data with supermarkets to create a more tailored experience, while 61% said that they would like online offers adapted to the products they purchase regularly.
"Technology will be the enabler here. Smartphone technology, in particular, could be [the] key to unlocking personalisation in store, with relevant, tailored and timely notifications sent to shoppers’ mobile devices to help them to find what they want, discover new products, and achieve [the] best value," Henry said.
"As this personal aspect is a big step for some shoppers and raises concerns about privacy, it’s important for businesses to offer and demonstrate some really tangible benefits to encourage early adoption," she added.
Time Crunch
Seventy-one per cent (71%) of 18- to 24-year-olds have said that their lives will only get busier in the next five to ten years. This means that retailers will have to work hard to help shoppers optimise their time, IGD said.
Henry said, "We’re experiencing an increasing array of leisure activities, with more time spent on social media and the Internet chipping away at what time we have left for more traditional things, like grocery shopping."
The report also predicted an increase in the importance of health and well-being to shoppers, noting that retailers and suppliers will need to focus on helping shoppers 'look and feel good' in 2025.
More than 14% of 18- to 24-year-olds said that, in the next five- to ten-year period, they will be more likely to eat healthily, while 70% of shoppers said that they want more nutritional information from retailers to inspire healthy choices.
Henry commented, "This 'selfie generation', with a willingness to share images and their lives on social media, is something older generations don’t relate to as much, however, with increasing government legislation, investment from industry in healthier choices, and growing intolerances, we will see healthier choices forming a bigger part of the future shopper’s behaviours. This has implications for on-pack messaging and targeting."
Finally, experimentation with new recipes and foods will also be the norm for the influencer shopper, with 73% embracing new food and grocery products, up from 58% in 2010.
Evolving Behaviours
Outgoing IGD chief executive Joanne Denney-Finch commented on the report, "Grocery retail is undergoing a revolution, driven by mergers and acquisitions, as well as evolving shopper expectations. This is set to continue over the coming years.
"Our sector is built around shoppers and their ever-evolving habits, attitudes, tastes and preferences – they sit at the heart of the industry, after all. Adopting a future-focused mindset is essential for any retailer and manufacturer looking to succeed, and we look forward to joining that journey," Denney-Finch added.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.
