Even though there are some signs that indicate we may slowly be emerging from under the dark economic cloud that has reshaped so much of our country, the reality is that consumers have changed their buying habits. We are different, and the hope is we will have learned something that has stickiness.
There is nothing surprising to hear that comfort foods are still the rage. Why not? Well, maybe a little salmonella scare here and there, but peanut butter and jelly top many lists. There’s protein and multiple beneficial ingredients, and the price is right. It does not mean we deviate from our brand purchasing, but that in some instances we are more careful. Some studies indicate that in cautious times we are less likely to experiment with a new brand, even a much less costly alternative, and stay with an old friend. M&M’s plain chocolate candy was one strong, popular purchasing indicator from this survey of almost 25,000 consumers.
Candy, of course, is about the reward. Why take a chance on something you’re not certain will provide the boost you need? Hershey’s Kisses, Reese’s Peanut Butter Cups, and Hershey’s Milk Chocolate Bars all scored high. Wonder what this says for all the new Dark Chocolates which every company seems to be touting?
Across the aisles in the packaged meat case, bologna is a major winner. Some attribute its recent and continual spike in sales to a return to the foods of our childhood. They worked then and seem to be playing a similar comfort role. Definitely will need to talk healthy foods. Don’t even want to know how to make bologna!
If Mom served what we considered old-fashioned foods such as peanut butter and jelly or bologna sandwiches, we hear the message. It worked then; it works now.
Grocers clearly recognize the new patterns. We see it everywhere. The Wegman family just discussed how shoppers have changed than they were a year ago. The company’s direct price-cutting actions, which greatly impacted their already slim profit margins, earned them new customers and a different approach to marketing their stores. It seems to be working.
Will we return to the shoppers of yesteryear, as in last year?
I hope not. I hope we are smarter now.
