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Healthy trends gain ground

Spain: Consumers prefer supermarkets that offer fresh produce

80% of consumers associate innovation with sustainability and prefer supermarkets that bet on offering more fresh products.

This is one of the main conclusions of the Shopper Experience Observatory (OSE), presented by Salvetti Llombart in the framework of the Healthy Food Challenges event.

Healthy trends are increasingly gaining ground among consumers, so it is important that the main retailers are able to keep up.

More than 34% of consumers do not find the healthy products they are looking for in the supermarket, which forces them to go to several places (3 or more) to fill the shopping cart.

Sustainability more appreciated than prices
Consumers are becoming more and more committed to sustainability. Prices remain the most important factor in the purchase decision; however, its relevance has fallen by 5% compared to the previous year, because buyers wish to buy sustainability.

75% would like their usual supermarket to offer more natural products, and this doesn't apply just to food, but also to cleaning, cosmetics or hygiene.

Towards a more 'human' shopping experience
Another trend is the shopping experience. This factor and comfort are also gaining ground to the price factor. The client wants to be treated well at the point of sale and is beginning to positively appreciate sustainability and social responsibility.

46% want products that respect the environment and 80% think that a product is more innovative if it is sustainable.

Also, 42% of consumers appreciate having access to a good assortment of fresh products, like the one in neighborhood stores, while 24% don't trust supermarkets for the purchase of fresh produce.

Shoppers follow healthy trends. The majority of men and women seek to look after themselves through food and are no longer as interested in light products, but more in Bio, local and sustainable products.

 

Source: FoodRetail

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