If you asked the typical family about their favorite meals, chances are they will include pasta, tacos, pizza, sandwiches and beef burgers on the list. In fact, the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff recently looked at consumer research that reinforces how much Americans truly love a delicious beef burger, especially fresh off the grill. From where you sit, as a registered dietitian in retail, this presents an opportunity.
As registered dietitians, we see first-hand that consumers are prioritizing health and well-being. More than ever before, they are connecting food with health and well-being, and in turn the concept of Food as Medicine is growing in momentum with consumers. Food as Medicine programs recognize the significant influence of a healthy eating pattern on overall health, while considering an individual’s ability to access nutritious foods and beverages.
As consumer needs and expectations around health and well-being are continuously evolving, it is vital that retail dietitians understand their target consumer to help direct programming. Conducting consumer surveys can help you with marketing and advertising strategies, social media tactics, website content, community outreach, store training needs, service offerings and promotional concepts. Asking the right questions and evaluating the feedback properly, will assist you with focusing your efforts in a meaningful way. The first step for conducting a consumer survey, however, is to decide which type of survey method to utilize. Here is a summary of 5 different options:
Most retailers have created popular promotional campaigns to highlight seasonal fruits and veggies from local farms. To assist your stores with these efforts and to help drive sales across the store, consider the power of pairing frozen foods with seasonal, local produce. With a post pandemic focus on meals that provide health and nutrition attributes, combined with the ongoing need for convenience, consumers will appreciate new ways to pair up favorite frozen foods with produce for quick and nourishing meals. Here are some creative ways to provide meaningful solutions:
The past 16 months have brought a lot of changes to our supermarkets and to the role of the retail dietitian. Some might argue that some of these changes, especially those that involve improved sanitation practices, were long overdue. The more intense cleaning of shopping carts, checkstands and dairy and freezer door handles will continue long after the pandemic subsides. In March of this year, iRI released their study that found 99% of American shoppers feel safer at stores that provide sanitizing stations and 40% will go out of their way to shop at retailers that provide these stations.
Consumers are living in a reality where they don’t have to wait to download an audio book, stream the latest movie, or get their groceries delivered in a matter of hours. In fact, large retailers are working hard to satisfy the need for immediate gratification by providing same day delivery, even as fast as within two hours. This desire for convenience and immediacy will be a key factor in shaping the future of retail.
RDBA WEBINAR: Bringing Sustainable Food Systems to Life in Retail through Improved Access, Sustainability, and Everyday Nourishing Foods
With food insecurity at an all-time high, creating a more sustainable food system for the future is essential to feed a growing global population. The World Health Organization has defined a healthy and sustainable diet as one inclusive of a dietary pattern that promotes all dimensions of individuals’ health and well-being – foremost having equitable access to affordable and safe foods that have low environmental pressure and impact and that they are culturally acceptable.
Food packaging and promotional signage include a myriad of nutrition information sometimes contributing to confusion among shoppers. With nearly half of consumers focusing on health and nutrition as top priorities for meal inspiration1 now, more than ever, retail dietitians can serve as a key resource for navigating nutrition messaging in the grocery aisles.
As a member service exclusive to retail dietitians, the Retail Dietitians Business Alliance is pilot testing mastermind groups. The goal of these groups is through peer-to-peer engagement and accountability, Retail Mastermind Alliances (RMAs) challenge members to set and accomplish strong goals to drive professional success in the retail setting.
With almost 740 million members and over 55 million registered companies, LinkedIn’s professional social networking possibilities give retail dietitians plenty of opportunity to foster business relationships. In fact, engaging with this platform for only a few minutes a week can have a positive impact on your work. Follow these tips for making connections on LinkedIn so you can benefit from this strong B2B network.