Today’s shopper is even more driven to specific categories of consumer goods than in the past. They’re motivated by a variety of factors, from lifestyle and dietary restrictions to personal values and ideologies, and they are on the hunt for the specific items that meet their needs. As they walk the aisles, more and more consumers have a vested interest in quickly identifying the products that suit their needs, whether that means gluten-free, allergen-friendly, organic, non-GMO, plant-based, sustainably-raised, locally grown and more. That’s where a comprehensive grocery store labeling and signage program comes in.
According to the Grocery Manufacturers Association, as many as 70% of a consumer’s purchasing decisions are made in the store. That statistic illustrates the importance of grabbing a shopper’s attention, and allowing them to quickly determine why your product is the one for them. So how can your signage and labeling strategy help move more product from shelf to cart?
A Road Map of Signage & Labels for Grocery
Point of purchase signage and labels are communication vehicles that allow you to communicate directly with customers.
Many retailers are using both store signage and labels to highlight specific categories or products, whether low sodium, organic, or gluten-free. And that’s a smart move, because the Institute of Food Technologists reports that four in 10 consumers try to avoid GMOs, one-quarter avoid bioengineered foods and six in 10 consumers look for minimally processed foods.
Flagging these items or categories will help drive consumers to the specific items that meet their needs and will undoubtedly trigger the impulse buying that every retailer is trying to capture.
A customer who scans the shelf for products that fit their specific wants and needs will move on if they don’t find what they’re looking for. With strategic grocery store labeling, you can create a road map that guides shoppers, leading them to the products that suit their specific lifestyle needs. Clear, concise and informative signs or labels give you great control over what the customer will ultimately move from shelf to cart.
Strength in Numbers
The statistics speak for themselves—trends toward specific diet plans and eliminating unwanted ingredients and real or perceived allergens are growing.
- Brands that used labels to highlight certain product attributes during the pandemic were able to capture both consumer attention and consumer dollars
- Dollar sales of foods and beverages carrying a “lifestyle” diet claim grew 13% for the year ending December 27, 2020
- In 2020, sales of foods with a low-carbohydrate positioning reached $136.9 million; ketogenic, $68.5 million; paleo, $56.9 million; the Whole30 Diet, $54.2 million; and low-glycemic, $19.3 million
- Products promoting benefits related to allergens and/or intolerances grew 13% in dollar sales
- Sales of foods positioned as clean label or non-GMO each grew 12%
These figures provide strong evidence that lifestyle decisions are guiding purchasing decisions today more than ever. And, they make a strong case for the benefits of guiding and informing consumers through the use of strategic signage and labeling.