Did you make a New Year’s Resolution to commit to a healthier lifestyle in 2016? If so, you’re certainly not alone! Here at InfoScout, we thought it would be interesting to learn more about these resolutions and how they will impact shopping behavior early in the year. It’s hard to change shoppers’ habits, but New Year’s Resolutions create a tremendous opportunity for brands and retailers alike.
The following is a snapshot of a deeper analysis recently presented to InfoScout clients as part of our Insights in Action webinar series available here.
Our study started by surveying InfoScout panelists to see whether or not they made any resolutions at all. Two-thirds of our respondents made a resolution of some type and among all resolutions, getting more exercise, eating healthier, and losing weight are the most popular goals for 2016.
Perhaps the reason so few resolutions seem to come to fruition is because obstacles to success abound (see chart below). In fact, 95% of the eat healthier/lose weight crowd are worried about being successful. Developing tools and coping mechanisms to overcome old habits, time and budget constraints are key to meeting their goals. In addition, many Americans believe that one of the keys to achieving their healthy eating and weight loss goals is a variety of healthy (and tasty) food choices so boredom doesn’t become a factor. If you support a food brand or a grocery merchant, take a moment to think about how you can help consumers overcome these obstacles with the right shopper marketing and merchandising plan. How can you speak to these desires and fears while they’re still relevant?
Those who want to live a healthier lifestyle in 2016 overwhelmingly plan to buy healthier foods (74%) and cook more at home (57%). Working in partnership with someone to keep them accountable is also in the plan for nearly 40% of respondents. Six percent of respondents, especially the most committed, plan to work with a dietitian or a nutritionist.
According to our survey, if consumers resolving to eat healthier actually keep their resolutions, we’re likely to see more fresh produce, fish, and lean meats in their grocery baskets this year, in addition to yogurt, brown rice, and many other healthier foods. The most committed health seekers also plan to ramp up purchases of flaxseeds, chia seeds and coconut oil.
Taking a look at the actual purchase behavior of these respondents so far this new year, we can see that their purchases of fresh fruits & vegetables are indeed up- increasing their share of grocery spend by 11.5% from December to January. Fish is already capturing a whopping 35% greater share of stomach month-over-month. Clearly, these consumers are putting their money where their mouth is.
One way to capitalize on these changing behaviors is through cross-promotions – especially those that include the types of healthy foods listed above. InfoScout’s Cross-Promotion playbook makes it easy for brands and retailers to identify the cross-promotion opportunities most likely to be a hit with your targeted shoppers while driving truly incremental sales. If you’re interested in learning more, you can watch this free webinar recording that uses Weight Watchers and yogurt as examples. You’ll be surprised to see just how easy it is to do for your own brands and categories!
About the data
The insights from this post were derived from InfoScout’s “Insights in Action” webinar series. The underlying data include a combination of 1,000 survey responses and purchase behavior reports available through our InfoScout Insights™ platform which analyzes the shopping activity of more than 300,000 Americans who report more than 275,000 shopping trips every day through our Receipt Hog, Shoparoo, and Receipt Lottery apps.