Health-conscious grocery shoppers in the U.S., which account for an estimated USD 285 billion (EUR 274 billion) in annual spending at grocery stores, frequently look to the fresh seafood department when making food purchases, according to a new report from customer data science firm dunnhumby.
“The role of food and other health categories is blurring, with food now playing a bigger role in customers’ health journeys,” dunnhumby Director of Competitive Strategy and Insights Erich Kahner told SeafoodSource.
The data firm recently released its “Better for You (Customer), You (Brand), and You (Retailer)” report, which highlighted that seafood consistently appears in the top three or four departments that shoppers most associate with positive health outcomes, according to Kahner.
“Seafood, ready-to-eat, and fresh produce have a higher rate of better-for-you [BFY] customers than non-BFY customers. These departments are key for winning over health-conscious customers,” he said.
According to the report, BFY shoppers make up 33 percent of the U.S. population, tend to have higher incomes of around USD 100,000 (EUR 96,000) annually and above, have more children than their counterparts, and are typically in the 18- to 44-year-old age range.
These shoppers are less worried about low prices on common goods than the average shopper and place much more importance on natural and organic varietals, a retailer that helps them make healthier choices and cares about waste, sustainable packaging, locally produced options, and products suited to their diets, according to dunnhumby...
