Fresh Opportunities for Sustainability-Minded Shoppers
Shoppers who are willing to pay more for sustainability attributes make up roughly 19% of shoppers but a healthy 27% of fresh food spending. IRI’s new podcast shares insights on why investing in sustainability and transparency is a winning strategy for fresh and highlights the product attributes that are most important to sustainability-minded shoppers. Sally Lyons Wyatt, IRI's EVP and Practice Leader, Client Insights, and Jonna Parker, principal of IRI's Fresh Center of Excellence, talk about the sustainability claims that are now table stakes for reaching these shoppers.
They also share approaches for providing personalized fresh offerings that engage these consumers, as well as insights on how better communication on sustainability initiatives can create a halo effect that entices other sustainability-curious consumers.