Health- and Ethnic-Positioned Private Label Foods From Walmart and Target Intensify Battle for Consumer Dollars ROCKVILLE, MD -- (Marketwire) -- 03/29/13 -- Approximately 60% of American adults shop for groceries at a supercenter, including 57% of adults who grocery shop at either Walmart or SuperTarget and 37% who shop at both supercenters and traditional supermarkets, according to The Supercenter Grocery Shopper: U.S. Consumer Patterns at Walmart, Target, Meijer, and Fred Meyer, a recently released report by market research publisher Packaged Facts. Recent years have seen an influx of private label food and beverage products from supercenters that rival national brands in terms of price, value, and quality. Consumer perception that supercenters can serve as viable alternatives to supermarkets when making food purchases has intensified as a result. "National and regional supercenters alike have upped the ante in terms of the breadth of private label products offered, the type of product information displayed on packaging, and the level of premiumization of these products," says David Sprinkle, publisher of Packaged Facts. According to findings published in the report, approximately 60% of customers who purchase private label food and beverage products claim to shop at Walmart. The supercenter's recognizable Great Value brand is a hit with consumers, especially those seeking alternatives to national offerings in the dairy, frozen food, meat, and snack/dessert segments. The Great Value line has been applauded by some for calling out the presence or absence of potential allergens on product packaging. Additionally, Walmart's mission to provide healthier food choices at affordable prices has lead the company to begin reformulating thousands of everyday packaged food items over the next few years. These efforts have included sodium reductions in Great Value items such as ketchup and various canned vegetables. When it comes to cultivating a large and loyal base of multicultural consumers, few retail outlets can compete with the efforts of Target. Packaged Facts states that the corporation's expansion of its Archer Farms private label brand into a variety of premium internationally-inspired products has made it even more popular with sev eral highly influential grocery shopper segments: Latinos, Asians, and Foodies. Archer Farms' product line extends beyond the obligatory assortment of salsas and dips to include a variety of simmer sauces based on Indian cuisine, in addition to Mediterranean-inspired pasta salad kits, among other offerings. The fact that many Archer Farms products are certified organic only enhances their appeal to a growing population of health-conscious Americans. With the right marketing, these organic products could even be used to bring more foot traffic to the store among the fiscally potent Baby Boomer and Senior consumer segments -- both of which are underrepresented at Target and SuperTarget supercenters, according to findings in the report. Going forward, it will be interesting to see how supercenters continue to expand their private label product offerings to meet consumer demand during a time when people want quality products at affordable prices. It's clear that price, in addition to quality, is a driving force behind both where people shop and what they purchase. More than half of Walmart shoppers (52%) claim to shop at their favorite stores because of the prices and almost 60% of Walmart shoppers say they always look out for special offers. And despite being the preferred supercenter for more affluent consumers, Target shoppers are among the most likely to be swayed by coupons to try new food products, and aren't afraid to look for clearance items. Target shoppers are also the most likely to be drawn to a store because of a sale, according to Packaged Facts. For more information on The Supercenter Grocery Shopper: U.S. Consumer Patterns at Walmart, Target, Meijer, and Fred Meyer, please visit www.MarketResearch.com or http://www.packagedfacts.com/Supercenter-Grocery-Shopper-7411531/. About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods (including foods and beverages, health and beauty care, and household products), and pet products and services. Packaged Facts also offers a full range of custom research services. To learn more, visit: www.packagedfacts.com. Follow us on Facebook, LinkedIn, Twitter, Google+, and on our blog: http://packagedfacts.blogspot.com/ Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2270236 Contact: David Sprinkle firstname.lastname@example.org 11200 Rockville Pike Suite 504 Rockville, Maryland 20852 800.298.5294 240.747.3004 f www.PackagedFacts.com
Health- and Ethnic-Positioned Private Label Foods From Walmart and Target Intensify Battle for Consumer Dollars
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