National Press Foundation: Food, From Farm To Table

National Press Foundation
Food, from Farm to Table

David Fikes
Food Marketing Institute
VP, Consumer/Community Affairs and Communications
FMI PROUDLY ADVOCATES ON BEHALF

OF THE FOOD RETAIL INDUSTRY.
FMI conducts programs in
public affairs, food safety,
research, education and
industry relations on
behalf of its more than
1,225 food retail and
wholesale member
companies in the U.S.
and around the world.
FMI membership covers
the spectrum of diverse
venues where food is
sold.
More than
than
More
40,000
retail food
food
retail
stores
stores
Regional
Regional
firms
firms
$770
billion
330
associate members
associate members
that include
include retail
retail
that
combined
combined
annual sales
sales
annual
volume
volume
supplier
supplier
partners
partners
260
companies
companies
outside the
the US
US
outside
in more
more than
than
in
70
countries
countries
Independent
Independent
operations
operations
Multi-store
Multi-store
chains
chains
Nearly
Nearly
25,000
pharmacies
pharmacies
Food Retails Unique Role in the Food

Chain
Farmer
Retailer
Processor
Distributor
Consum
er
3
The Retail Food Industry

Consumers visit
supermarkets 1.5 times
each week
Average Supermarket
carries more than 42,000
items
Profit Margin of 1-2%
Profound Truth: imitation
& differentiation
4
DatafromFMIsU.S.GroceryShopperTrends2015andTheFoodRetailIndustrySpeaks2015
U.S. Grocery Shopper

Trends, 2015
FMI U.S. Grocery Shopper Trends, 2015
2015 The Hartman Group, Inc.
Macro Trends affecting Shoppers Today
DEMOGRAPHI
C
Household
Composition
Increase in alone
households
Boomerang generation
Multi-generational
U.S.
Households
households
Diversity of family
13%
structure
28%
Alone
HH
36%
6%
Other
49%
28%
1960
2014
CULTURAL
Technology
Health & Wellness
Rapid speed of
information
Health issues/special
diets
Social networks
replacing news media
Fresh Less Processed
Online retail
Food Culture
Workforce
2%
38%
ECONOMIC
Family
HH w/o
kids
Family
HH with
kids
More women in
workforce
Shift from cooking to

eating culture
Rise of snacking
Exploration of flavor
Increase in dual income
Employment shift in family households Daily eating occasions
households
Husband and wife both

working
44%
36%
Husband only
working
57%
50% 50%
18%
1967 1972 1977 1982 1987 1992 1997 2002 2006
Meals
Snacks
Source: U.S. Census, 2014. Bureau of Labor Statistics, http://www.bls.gov/cps/wlf-table23-2008.pdf. 2014 Hartman Compass, n=21,861 adult eating
Key Findings
2014
1) A diversification of the primary
store as a touchstone of
shopper behavior
2) A fragmentation of the primary

shopper role within
households
3) A generational transformation in
what planning means to food
shoppers
4) A re-orientation of consumer
attitudes around wellness, with
fresh taking a center stage
5) An opening for food retailers as
shoppers seek trusted allies to
help them navigate food and
wellness
2015
Paradigm shift: Reorganization of
household roles means
decentralized, shared shopping
Shopper base has broadened, but trip
missions have narrowed
Complex variety of household food
strategies means new shoppers
arent all alike
Retailer opportunities to support
shoppers are increasingly shaped by
household-level differences in
specialization and communication
Food retailers are well positioned

to develop long-term Family Meal
strategies
Families at different lifecycle stages
need different approaches, with
opportunities to grow Family Meal
success throughout the day for families
with and without children
Stores can support eating rhythms,
FMI U.S. Shopper Trends 2015 - Methodology
Qualitative:
Quantitative:
In-depth, one-on-one interviews with

10 consumers from 5 two-shopper
households in the Seattle area, with 3hour tours of home kitchens, eating
and food-storage areas, and shopalong interviews in frequented food
retail locations
5 additional consumers from around
the US, who completed journaling and
photo-collage homework exercises
prior to debriefing
2013-2014 Hartman Group
ethnographic research into eating and
shopping.
Survey fielded to n=2,265 US primary

shoppers, 18+ years old
25-minute online questionnaire, with
sample obtained via Harris Online
research panel
Split sample to cover wider range of
topics, with each sub-sample n>1,100
Additional analysis was conducted of
previous FMI survey data, US Census,
USDA data sets on consumer spending,
health and eating, Pew Social Research
reports and Hartman Group 2013-14
Compass data.
0
1
Shift to a Shared Shopper Paradigm
Paradigm shift: Reorganization of household roles

means decentralized, shared shopping
10
Underlying the shift in Primary shopper roles is a deeper shift in

how households manage food, moving away from a Primary Shopper
Paradigm and towards a Shared Shopper Paradigm.
PRIMARY
SHOPPER
PARADIGM
Do or Delegate
One person does it all,
managing food prep and
procurement holistically
SHARED
SHOPPER
PARADIGM
Split or Sync
Household members
specialize and split
responsibilities
American Revolution in the Household Food

Governance Model
11
Matriarchy
Democracy
12
TRENDS
SELF
PRIMARY SECONDARY SHARED
25%
Susie
SELF
Responsible for ALL
grocery shopping in
household
Average Household Budget
$61.30
1.3 Visits per Week
per Week
47% Men
53% Women
Paula
PRIMARY
43%
Responsible for ALL or MOST

of grocery shopping in
household
$118.40
1.7
per Week
Visits per Week
30% Men 70 % Women
Steve
10%
SECONDARY
Responsible for at least 50% of

shopping, however, another adult
is the primary decision maker
112.40
1.3
per Week
Visits per Week
67% Men
33% Women
Sam &
Stephanie
23%
SHARED
No primary shopper, shopping
shared between adults in
household
$104.10
1.5
per Week
Visits per Week
52 % Men
48% Women
Shifting the ledger in accounting for trips per week :

primary shopper vs. household
17
OVERALL
OVERALL AVERAGES:
AVERAGES:
trips:
trips: 1.5
1.5 trips/week
trips/week
Household
Household spending:
spending: $100.80
$100.80//week
week
25%
SELF
43%
P R I M A RY
Single-person
household
Multi-person
household
Responsible for ALL

grocery shopping in
household
Responsible for ALL or

MOST of grocery
shopping in household
10%
23%
S E C O N D A RY
Multi-person
household
Shopper
Shopper
SHARED
Multi-person
household
Responsible for at
No primary shopper,
least 50% of
shopping shared
shopping, however,
between adults in
another adult is the
household
primaryMEN
decision
47% MEN 53%
30% MEN 70%
67%
33%
52% MEN 48%
maker
WOMEN
WOMEN
WOMEN
WOMEN
Average household budget Average household budget Average household budget Average household budget
$61.30/week $118.40/week$112.40/week$104.10/week
1.
3
shopping
trips
per week
1.
7
shopping
trips
per week
1.
+ 3
=
3.0
Source: FMI U.S. Grocery Shopper Trends, 2015. Shoppers n=2,265.
shopping
trips
per week
Household
shopping
trips per week
1.
5x
2
=
shopping
trips
per week
Household
shopping trips
per week
The shopper base has broadened
More people are having a larger role in

grocery shopping.
Grocery shopping roles among U.S. adults
17%
Non-shopper
57%
26%
Share at least 50% of

shopping
All or most of shopping
83
of all U.S. Adults say they have at least

%50% of the household responsibility for
grocery shopping
Men are driving the change
18
73
all U.S. Adult men say they have at

% of
least 50% of the household responsibility
for grocery shopping
Source: FMI U.S. Grocery Shopper Trends, 2015. n=2,892.

*U.S. Census, 2014. **Hartman analysis of primary shoppers (those with 50% or more
responsibility for shopping within household) among all adults in U.S.

19
123
Million
U.S.
Households
203Million
Primary
Shoppers**
However.
There is no longer a 1:1 ratio
of primary shoppers to
households. With more
people assuming a significant
role in shopping, each
household has a potential for
multiple shoppers sharing the
responsibility.
More
people
claim to
be
Primary
shoppers
Trip missions have narrowed

Shared shopping means fewer trips reported per shopper
Average weekly shopping trips to grocery store by primary shopper
2.2
2.1
1.9
1.9
2.0
2.2
2.1
1.7
1.7
1.6
1.5
1.7
All or Most
shopper
trips per
week
1.3
Share at least
50% shopping
trips per week
2005
20
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
Shared shopping requires more coordination, before and during, in order to

never waste a trip.
The Greek yogurt wasnt on the list. Its just something I
added. Ive added a few things to the list. The Greek yogurt,
the gluten free bread I added, and then the pears, are all
not on the list. The bread I know that our son still eats that
type, and I chose it because I read its the healthiest you
can get. And I know that were out of bread at home.
- Jesse, Male, 31
Source: FMI U.S. Grocery Shopper Trends, 2005-2014. n=2,265-2015. n=2116-2014; n=1548-2013; n=1401-2012;
Changes in food shopping responsibility are driven by

changes in food prep responsibilities
Role in COOKING drives role in SHOPPING
I share at least 50% responsibility for preparing dinner
21
76%
I have all or most of the responsibility for preparing dinner
17%
Someone else has all or most of the responsibility for preparing dinner 7%
Secondary shopper
19%
55%
26%
Shared, no primary shopper
Source: FMI U.S. Grocery Shopper Trends, 2015. Which best describes your responsibility
for preparing dinner? n=1,101. *Hartman analysis of time-use data from American's Use
of Time Project (1975-76) and American Time Use Study (2007-2008) as reported by Smith
39%
48%
Primary shopper
13%
Complex variety of household food strategies means

new shoppers arent all alike
Not all male shoppers are alike.

Factors that have a great deal of influence
when considering to purchase a product for
the first time
28%
Nutrition labels
30%
8%
In-store sampling
22
Print advertisements
Friends/Family, word of mouth
14%
5%
4%
37%
22%
Self, Male
Secondary, Male
11%
Shared, Male
15%
18%
Source: FMI U.S. Grocery Shopper Trends, 2015. H3: How much influence do each of these
items have in determining whether or not to purchase for the very first time? Shoppers
n=1,164. F16: Which best describes your level of responsibility for preparing dinner?
27%
Shoppers can specialize by category, eater or

occasion, and can communicate both pre- and/or
during shopping
Even in households with fairly equal
division of shopping labor we see
specialization and differences in
Connection to who will cook
Shopping for foods that the shopper will
prepare, vs. to be prepared by another
household member
Domains of responsibility
Split by categories
E.g., men shopping for meat for grilling or for

household cleaners or paper products
23
Split by who the eaters are

For entire households needs and preferences
vs. shopping for ones own tastes and
preferences
For the kids vs. just only for the adult meals
and snacks
Split by eating occasion

For breakfast and lunch vs. shopping for all
meals and dinner
For pre-planned meals vs. immediate
Theres a good balance between the two of

us. I actually cook more dinners than she does
because Erin doesnt eat red meat. But she
plans more of our meals and comes up with
recipes.
We usually plan three to four nights ahead,
but then it transitions to not planning and
shopping for tonight or tomorrow. So when I
shop, its more for something were going to
eat tonight or tomorrow.
-- Matt & Erin
In an emerging Shared Shopper Paradigm, stores must

understand households, and role of the individual
PRIMARY SHOPPER PARADIGM
24
Do or Delegate
One person does it
all, managing food
prep and
procurement
holistically
Delegation enabled
by
Clear roles
Routine eating
CPG brand loyalty
SHARED SHOPPER
PARADIGM
Split or Sync
Household members
specialize and split
responsibilities
Syncing enabled by
More robust
communication within
household
Lower risks of
experimentation
25
0
2
Meal Occasions
SCOPE
Family Meals depend on several factors, with multiple

places to enhance consumer success
26
5.1 billion
adult meals possible each
week, but
Eat a meal,
At home,
890
million
1.1
billion
WHAT MAKES
A SUCCESSFUL
FAMILY
MEAL?
WHERE ARE
THE LOST
OPPORTUNITI
ES?
POTENTIAL
OPPORTUNITY
meals
skipped
each week
meals
eaten
away
from
home
With food
from home,
415
million
meals
eaten at
home, with
food from
food
service*
Together.
1.3
billion
home meals,
made with
food from
home, but
are eaten
alone
3.7 billion meals
Sources: Meals skipped based on FMI U.S. Grocery Shopper Trends, 2015. Other calculations based on Hartman Compass, 2013-2014, adult
meal occasions n=19,018. *Food sourced from food service does not include food from food retailers
Having children under 18 years of age in the

household increases consistency and frequency of
meals
MEAL OCCASIONS PER WEEK
14.5
15.7
15.9
14.9
13.7
15.1
TOTAL Adults
27
Meal consistency actually peaks among

Households with Children under 18 years of
age, primarily due to their higher rates of
dinner consumption
Source: Hartman Compass 2013-2014, n=43,024 adult eating occasions.
Lael: Our meal planning has

changed dramatically since our son
moved out. Were not that big on
eating now. We do it because we
have to sustain ourselves. We dont
do as much cooking these days. A
lot less. Five years ago I would still
shop on weekends and make sure
there was food almost every night.
These days I just kind of figure it
out.
Ken: I make my own food and she
makes her own food. We dont sit
down to cook a meal.
SEGMENT
Families with kids lean on fast food despite their belief

that these restaurants hinder their wellness goals
28
DINNERS EATEN AWAY

FROM HOME, PER WEEK
Older
Older
1.1 Pre1.1Younger
1.5
1.2
1.0
0.7
families, Families families, non-
WHEN YOU DO,

WHERE DO YOU USUALLY GO? Total
family
no
kids
with
kids
no kids
family
A MAJORITY OF FAMILIES BELIEVE FAST FOOD RESTAURANTS ARE

MAKING IT MORE DIFFICULT FOR THEM TO STAY HEALTHY
FAST FOOD RESTAURANTS
ARE WORKING AGAINST
ME
WHEN IT COMES TO HEALTH
57 58 68 63 55 49
% % % % % %
Source: FMI U.S. Grocery Shopper Trends, 2015. Shoppers. Dinners AFH, Where usually go n=2265. H1: When it comes to helping you stay healthy,
which of these people/institutions tend to be on your side (helping you), and which tend to be working against you (making it more difficult to stay
SEGMENT
Its not just convenience; the need for variety leads to

away-from-home meals
YOUNGER FAMILIES, NO KIDS,
EATING DINNER AS COUPLE
13%I wanted something different to

eat
%It was important that the
34 food taste better than the old
status quo
HOUSEHOLDS WITH CHILDREN,

EATING DINNER TOGETHER AS
FAMILY
%I wanted something different to
29
14
eat
It
was
important that the
40%food taste
better than the old
status quo
2.6
1.5x
x
More likely to eat

Away From
Home
2.0
1.7x
x
More likely to eat

Away From
Home
Source: Hartman Group Compass, 2013-2014, Adult dinners. Young family n=258 dinners eaten as Couple, HH-with-children n=260 dinners
eaten as Family.
SEGMENTS
Cooking confidence leads to better consistency of at

home dinner preparation
SIZE OF OPPORTUNITY:
HOUSEHOLDS THAT PREPARE DINNER AT HOME LESS

FREQUENTLY
(0-4 TIMES/WEEK)
Prepare dinner
at-home
LESS
FREQUENTLY
(0-4 times/week)
REGULARL
Y
(5+times/we
ek)
31%
46%
37%
30%
25%
28%
69%
54%
63%
70%
75%
72%
Families
with
kids
Older
families, no
kids
Total
Pre-family
Younger
families,
kids
no
Older
nonfamily
AT-HOME DINNER CONSISTENCY IMPROVES (5+

TIMES/WEEK)
30
WHEN COOKS ARE VERY KNOWLEDGEABLE ABOUT

BASIC COOKING SKILLS
%
households
at-home
dinner
(5+ times/wk.)
61%
80%
63%
LESS
MORE
Knowledgeab
le about
PUTTING
TOGETHER
A MEAL
Knowledgea
ble about
PUTTING
TOGETHER
A MEAL
LESS
76%
MORE
TOTAL
Knowledgeable
Knowledgeable
about
About
PREPARING PREPARING
FRESH
FRESH
PRODUCE
PRODUCE
Source: FMI U.S. Grocery Shopper Trends, 2015. M1: During an average week, how often do you eat dinner? n=2,265. F19: How would you rate
your knowledge on [cooking skill]? n=1,101.
31
0
3
Other
Shopper Values
andTopics
Trends
When it comes to eating healthy at home, consumers

trust food retailers to be their wellness allies
US Consumers need and want to eat better

say the food they eat is as not as healthy
as %
it could be
71
Consumers and public health experts agree that

eating at home is healthier than eating out
of consumers say eating at home is
healthier than eating out
%
92
32
Strategies
are needed to encourage more

cooking among the Wolfson,
general
population
et al., Department
of Health Policy and
Management, Bloomberg School of Public Health, John
Hopkins University, 2014.
Consumers trust food retailers to be their

wellness allies
Source: FMI U.S. Grocery Shopper Trends, 2015. The food I eat at home is much healthier than the food I eat away from home, Shoppers n=1,186.
When it comes to helping you stay healthy, which of these groups tend to be on your side, and which tend to be working against you?, Shoppers
When it comes to eating healthy at home, consumers

trust food retailers to be their wellness allies
When it comes to helping you stay healthy,

which of these groups tend to be on your side
Working for me
Working against me
and which tend to
be
working
against you?
4% 79%
My family
Doctors
My friends
Farmers
Fitness/health clubs
My ''primary'' food store
Drug stores
Local restaurants
Health insurance companies
33
Food stores in general

Government institutions
The news media
Celebrity chefs
Food manufacturers
The entertainment industry
Fast food restaurants
6% 72%
3% 70%
4%61%
6%52%
6%45%
11%
40%
11%
32%
26%
30%
13%
30%
34%
19%
26%
17%
16%
16%
41%
13%
33%
7%
57%6%
Source: FMI U.S. Grocery Shopper Trends, 2015. The food I eat at home is much healthier than the food I eat away from home, Shoppers n=1,186.
When it comes to helping you stay healthy, which of these groups tend to be on your side, and which tend to be working against you?, Shoppers
2015 UPDATE:
Health & Wellness/Nutrition
Shoppers believe their

diet
COULD BE
HEALTHIER
Shopper self-assessment of health of

diet
29%
25%
28%
32%
36%
Top-2 box
71%
75%
72%
68%
64%
Bottom-2 box
Millennials
(18-36)
Gen-X
(37-50)
Boomer
(51-69)
Mature
(70+)
Total
especially among
millennials
34
Most shoppers hold

themselves primarily
responsible for their
health
but also rely on
partners to make
sure their food is
Who do you feel should be primarily

responsible for ensuring that the food you
80%
buy in your grocery store is nutritious?
42%
33%
31%
23%
18%
NUTRITIOUS
Source: FMI U.S. Grocery Shopper Trends, 2015. H19: Thinking of all the foods you eat at home how would you describe your diet? H21: Who
do you feel should be primarily responsible for ensuring that the food you buy in your grocery store is nutritious? Shoppers n=1,164.
2015 UPDATE:
Health & Wellness/Nutrition
30
Percent of each generation participating in a specialized dietary app
of Shoppers
participated in some
kind of specialized
approach to eating in
the past 12 months
38%
Millennials
(18-36)
25%
26%
25%
Gen-X
(37-50)
Boomers
(51-69)
Mature
(70+)
Q: Which of these
Total
approaches to eating
Millennials Gen-X
(30%
(38%)
(25%)
have you used in the past shoppers)
12 months? (n=320)
35
Boomers
(26%)
Mature
(25%)
Vegetarian
26%
31%
20%
22%
25%
Lactose-free
23%
19%
13%
35%
30%
Gluten-free
21%
24%
18%
16%
27%
Dairy-free
19%
20%
20%
17%
12%
Seek raw/living foods
17%
15%
17%
15%
27%
Source: FMI U.S. Grocery Shopper Trends, 2015. H8: Which of these approaches to eating have you used in the past 12 months? Shoppers
using dietary approach n=320.
2015 UPDATE: FOOD SAFETY
Shoppers Assign Shared Responsibility For Food

Safety
In a substantial shift over the past five years, shoppers now tend to rely on a broader array
of parties responsible for food safety.
Shoppers have long reported a role for government institutions about as frequently as for
food manufacturers or food stores. However, in 2015, when shoppers were asked about
specific, individual agencies, FDA and USDA, they revealed that they rely on these
institutions more than anyone else, aside from themselves.
Who to Rely on To Ensure What is Bought at Grocery is Safe

63%
55%
0.53
Myself as an
0.49
individual
36
33%
32%
Food
Government
manufacturers
institutions
Food stores
58%
35%
27%
29%
28%
37%
38%
36%
32%
32%
30%
10%
Farmers
10%
9%
2010
2011
15%
12%
2012
43%
42%
38%
FDA*
USDA
*
41%
34%
FDA
FDA and
and
USDA
USDA
Introduced
Introduced
in
in 2015
2015
survey
survey
23%
19%
10%
2009
58%
51%
25%
12%
Consumer groups
8%
58%
64%
15%
2013
19%
18%
17%
2014
2015
Source: FMI U.S. Grocery Shopper Trends, 2015. H24: Who do you rely on the most to ensure that the products you buy in your grocery store are
safe? n=1,164-2015; n=1059-2014; n=776-2013; n=1026-2011; n=1001-2010. *Additional governement organizations added in 2015.
2015 UPDATE: FOOD SAFETY
Shoppers Generally Trust Food Retailers To Provide

Safe Food
Overall, there is relatively high
confidence in the food supply
found at grocers. This level of
basic confidence has remained
consistent over the past ten
years.
How CONFIDENT are you that the food

is safe? Grocery vs. Restaurant Food
Grocery stores
85%
85%
81%
83%
0.68 0.74
37
I TRUST my grocery store to

ensure that the food I
purchase is safe
of Shoppers trust
their grocery store
to ensure safe food
products (compared to
93
%
0.68
0.65 66%
86%
88%
89%
83%
83%
84%
0.78
0.71
0.73
0.72
Restaurants
0.43
91% in 2014)
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: FMI U.S. Grocery Shopper Trends, 2015. H33: How

much do you agree or disagree with the following statement
[I trust my grocery store to ensure that the food I purchase
Source: FMI U.S. Grocery Shopper Trends, 2015. H22: How confident are
you that the food in your grocery store is safe? H23: How confident are
you that restaurant food is safe? n=1,164-2015; n=1059-2014; n=772-
Shoppers Have A Variety Of Concerns When It Comes

To The Safety Of Their Food; Perceived Risks Vary
Somewhat With Age
Consumers express a variety of food safety concerns including: bacterial
contamination of foods (75%); presence of chemicals such as pesticides
(71%) or hormones (60%); tampering with the food (65%); food sourced
from China (59%); and terrorists tampering with food (58%).
Difference
from 2014
results
-5%
75%
Total
-1%
-5%
43%
-4%
38%
30%
38
-2%
29%
Source: FMI U.S. Grocery Shopper Trends, 2015. How much of a health risk do you believe each of the following food-related items present?
2015 UPDATE: GMOs
GMO Avoidance is Currently More about Minimally

Processed Foods than about Health
39
Shoppers tend to have sets of

claims they seek in tandem,
corresponding with underlying
interests and values. Those who
seek high fiber, for example, tend
to be among those who seek whole
grain. Those who seek low calories
tend to among those who seek low
sugar on the one hand and low carb
on the other.
Seeking Non-GMO is the single
strongest indicator of an underlying
interest in minimal processing,
cued by an array of alternative
claims such as Certified organic
or No preservatives.
Claims sought by shoppers

2015
2014
Whole grain
41%
Low sodium
41%
48%
Low sugar
41%
38%
High fiber
38%
37%
37%
No artificial ingredients
36%
No trans35%
fats
35%
No preservatives
Low calorie
29%
No/Low fat
29%
33%
28%
No HFCS (high-fructose corn syrup)
26%
Natural
31%
26%
Non-GMO
30%
22%
Low/Lowers cholesterol
22%
Reduces risk of heart disease/heart healthy

28%
Claim patterns
identified
via factor analysis*
20%
Certified organic
24%
20%
Low carb
19%
Antioxidant-rich
22%
19%
Vitamin-enriched
22%
Calcium-fortified
Gluten-free
21%
14%
10%
Red boxes
indicate that
change in results
year over year
are statistically
significant at
p<.05.
18%
Source: FMI U.S. Grocery Shopper Trends, 2015. H11: What health claims do you look for on
the package when purchasing a food product?
*Principal-axis factor analysis, Varimax rotation. 2014, n=1,081. 2015, n=1,164.
2015 UPDATE: GMOs
A growing number of consumers are intentionally

avoiding GMOs
What are shoppers currently

doing about GMOs?
One-fourth look for non-GMO, threequarters do not
How do GMOs sound to them?
40
After hearing a brief description, an

additional one-fifth of shoppers said
they would avoid GMOs
Currently
seek
non-GMO
Do not currently seek

non-GMO
26%
74%
vs. 22% in
2014
Would avoid GMOs

based on description
26%
19%
55%
45%
vs. 47% in
2014
Source: FMI U.S. Grocery Shopper Trends, 2015. G0: Please indicate whether you deliberately avoid or make sure you get any of the following
kinds of foods or beverages. G1: Which of the following comes closest to describing your opinion about foods and beverages that may include
ingredients from biotechnology or genetically modified organisms (GMOs)? Shoppers n=1,164
2015 UPDATE: GMOs
Widespread Interest In GMO Labeling Is More About

Labeling, Less About GMO's Specifically
41
Even among U.S. shoppers who say they do not and

would not avoid GMOs, 63% support labeling. This
represents a baseline pre-disposition to want
information, rather than specific support for GMO
labeling.
This means that more than half of the responses
supporting labeling comes from those with no current
or potential GMO interest
Shopper interest in identification or banning/removal of
GMO products,
among groups differently engaged with GMO
Ban
99%
17%
96% 30%
GMOs
13%
81%
5%
Label
GMOs
68%
68%
63%
79%
69%
Source: FMI U.S. Grocery Shopper Trends, 2015. G2: Do you think foods and food
ingredients from biotechnology or genetically modified organisms (GMOs) should be?
Overall n=1,101; Would not avoid n=563; Would avoid, but dont currently n=228;
"I read about it, and theres such

mixed research on GMOs. I guess
Im cognizant and wary of them,
and so I try to avoid them. I mean,
its the same thing with
hydrogenated oils and different
things like that. There are so many
headlines, and you start looking
into that, and the FDA says oh, no,
its safe, but I dont know if I trust
them implicitly. They said smoking
was safe at one point. So I try to
avoid things like that. I do support
labeling. I think the more
knowledge you have, the better."
Appendix GMO Survey Results
To navigate this complex subject, the FMI survey presented GMO opinion questions in
multiple formats to understand bias or distortion due to question framing. However,
consumers were relatively consistent in their responses across all the framing texts used.
"The US Food & Drug

Administration (FDA)
has determined that
genetically engineered
foods (GMOs) are safe
and do not differ from
other foods in any
meaningful way."
Total V.1 (no definition)
42
V.3a
V.2
V.3b
"Some consumer
groups say that
"The US Food & Drug genetically
Administration (FDA) engineered foods
has determined that
(GMOs) are unproven
genetically engineered and could pose risks
foods (GMOs) in the
to consumers,
marketplace are safe farmers or the
and do not differ from environment. On the
other foods in any
other hand, the US
meaningful way. On
Food & Drug
the other hand, some Administration (FDA)
consumer groups say has determined that
that GMOs are
GMOs in the
unproven and could
marketplace are safe
pose risks to
and do not differ from
consumers, farmers or other foods in any
the environment."
meaningful way."
G1) Which of the following comes closest to describing your opinion about foods and beverages that may include
ingredients from biotechnology
or 'genetically modified' organisms (GMOs)?
I would seek them out when
available
I would avoid them if I can
I neither seek them out nor avoid
them
4%
3%
4%
6%
4%
45%
50%
41%
42%
46%
51%
47%
54%
52%
50%
Source: FMI U.S. Grocery Shopper Trends, 2015. n=2,265 (Total), n=756 (Question version 1), n=735 (Question version 2), n=370 (Question
Shoppers want to support companies that prioritize

treatment of both workers and animals, even above
low prices
Company attributes that are VERY
IMPORTANT when considering which
product to Provides
purchase
QUALITY Products
Avoids INHUMANE Treatment of ANIMALS
47%
Provides Safe WORKING CONDITITION for Employees
47%
Supports US Economy
44%
Sells Products/Services at LOW PRICES
43
63%
42%
Provides Products that directly BENEFIT ME
38%
Provides Good WAGES/Benefits to its Workers
37%
Tries to Reduce WASTE & POLLUTION
37%
Truly Cares about COMMUNITIES where it does Business
34%
Supports LOCAL Economy
34%
Tries to Reduce ENVIRONMENTAL IMPACT of Production

Avoids Unnecessary PACKAGING
Shoppers are increasingly

concerned about animal
welfare. Humane treatment of
animals is the second most
important attribute that shoppers
expect from the companies that
provide the products they
purchase (up 6 percentage points
compared to 2013).
31%
28%
Total
Source: The Hartman Group, Transparency 2015. When deciding which product/service to purchase, how important is it that THE COMPANY that
produces the product/service? (5 pt. scale: Top Box Very Important). n=1779.
2015: ANIMAL WELFARE
Shoppers want to know about animals used in the

products they buy
Specific animal welfare practices that affect
product purchase, among shoppers
concerned about animal welfare
68%
Knowing the animals were raised in as natural environment as possible (i.e. cage-free, pasture-raised, etc.)
65%
Knowing that animals were not used for product safety testing
65%
Some shoppers focus on the

personal impact to themselves,
with the possible health risks of
hormones, antibiotics, etc.
63%
Others focus on the animals and

worry about the quality of life
while they are being raised.
Knowing the animals were not given hormones or antibiotics
44
Animal Welfare is more

than just humane
treatment of animals.
Knowing that other animals were not harmed in the capture/raising (i.e. dolphin-safe tuna)
Knowing the company who produced the product supported animal welfare causes/organizations
Knowing no animals at all were used in the product
Knowing the animals were fed only organic food
And yet, there remain many

shoppers who want to be assured
that no animals were used at all.
51%
45%
33%
Total
Source: The Hartman Group, Transparency 2015. Which of the following aspects of animal welfare practices would make you more likely to buy
a product? (select all that apply). Shoppers concerned with animal welfare, n=1,280.
Shoppers want food retailers to prioritize animal

welfare, even above environmentally sustainable
practices
Importance of Grocery store attributes
72%
Good Value
55%
Convenience
45%
Hygiene & Cleanliness
42%
Large Selection of Products
29%
Supporting Local Economy

Supporting US Economy
25%
Employment Practices
25%
21%
Animal Welfare
19%
Local Community Involvement
45
Fair Trade
17%
Store Sensory Appeal
16%
Natural Agricultural Methods/Practices
15%
Maintain Natural Resources
15%
Environmental Impact of Disposal
13%
Minimal/Ecofriendly Packaging
13%
Air and Water Pollution
12%
Wider Community Involvement
10%
Small Company Adaptability
6%
Large Company Impact
6%
Women shoppers assign

even more importance on
animal welfare than Men
23% vs. 18%

Personal Benefit
Zone:
Concerns include product
ingredients, health, wellness,
safety -- anything that directly
affects someone personally
Social Zone:
Concerns include social
responsibility, humane treatment,
community involvement and
fairness
Economic Zone:
Concerns include financial
stability and welfare
Environmental Zone:
Concerns include impact on

environment, stewardship of
Source: The Hartman Group, Transparency 2015. Which of the following attributes of a GROCERY STORE
make
it more likely
youll shop
natural
resources
and that
minimizing
there? (select all that apply)
waste
2015 UPDATE: ONLINE RETAIL
Online retail still a small, but steady channel for

grocery items
Percentage of shoppers who have
used an online channel for groceries
within the past 30 days, by generation
12%12%
8%
9%
7%
Millennials
(18-36)
2014
7%
6%
4%
TOTAL
46
Frequency of online grocery

orders in an average month
among users
Gen-X
(37-50)
5%
Boomers
(51-69)
2015
ONLINE SHOPPING
CONTINUES TO BE
POPULAR AMONG
MILLENNIALS
6%
Mature
(70+)
More
thanone
oneorder
orderper
perweek;
week;4%
2%
About
About one order every two weeks; 13
Fewer than one order a month; 50%
About one order a month; 31%
ONLINE SHOPPERS
ARE INFREQUENT
Source: FMI U.S. Grocery Shopper Trends, 2015. c4: Please indicate the sources where youve purchased grocery type items, either in person or online in the past
30 days? Shoppers n=2,265. C31: How many online orders of grocery type items do you receive in an average month? (please select one) Online shoppers
2015 UPDATE: ONLINE RETAIL
Snacks and non-perishables categories continue to top

the list of items purchased online
Top categories purchased through online grocery within the past
12 months
46%
Snacks (chips, crackers, nuts, etc.)
37%
Health and beauty care products (shampoo, soap, makeup)
36%
Paper products, such as paper towels or napkins
31%
Beverages (soft drinks and juices)
30%
Household cleaning products
47
Canned goods (vegetables, fruits)
29%
Breakfast cereal
28%
Pasta and rice
28%
Natural/Organic (NET)
28%
25%
Meat or poultry
Pet products
Frozen food
23%
20%
Produce (fresh fruits and vegetables)
18%
Non-prescription drugs
17%
40
of Millennials who
shop online are
purchasing NATURAL
AND ORGANIC
products online
compared to other
generations:
20% Gen-X
16%
Boomer
8%
Mature
Source: FMI U.S. Grocery Shopper Trends, 2015. c33: Which, if any, of these types of grocery items have you ordered online during the past 12 months?
Shoppers using online channel n=212.
Thank you for your time and

attention.
Questions?
dfikes@fmi.org
48

National Press Foundation: Food, From Farm To Table

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

National Press Foundation: Food, From Farm To Table

Uploaded by

Copyright:

Available Formats

National Press Foundation

Food, from Farm to Table

FMI PROUDLY ADVOCATES ON BEHALF

Food Retails Unique Role in the Food

The Retail Food Industry

U.S. Grocery Shopper

FMI U.S. Grocery Shopper Trends, 2015

2015 The Hartman Group, Inc.

Macro Trends affecting Shoppers Today

Health & Wellness

Fresh Less Processed

Shift from cooking to

Husband and wife both

1967 1972 1977 1982 1987 1992 1997 2002 2006

2015 The Hartman Group, Inc.

FMI U.S. Grocery Shopper Trends, 2015

2) A fragmentation of the primary

Food retailers are well positioned

FMI U.S. Grocery Shopper Trends, 2015

2015 The Hartman Group, Inc.

FMI U.S. Shopper Trends 2015 - Methodology

In-depth, one-on-one interviews with

Survey fielded to n=2,265 US primary

FMI U.S. Grocery Shopper Trends, 2015

2015 The Hartman Group, Inc.

FMI U.S. Grocery Shopper Trends, 2015

2015 The Hartman Group, Inc.

Paradigm shift: Reorganization of household roles

Underlying the shift in Primary shopper roles is a deeper shift in

FMI U.S. Grocery Shopper Trends, 2015

2015 The Hartman Group, Inc.

American Revolution in the Household Food

FMI U.S. Grocery Shopper Trends, 2015

Responsible for ALL or MOST

Visits per Week

30% Men 70 % Women

Responsible for at least 50% of

Visits per Week

Visits per Week

FMI U.S. Grocery Shopper Trends, 2015

2015 The Hartman Group, Inc.

Shifting the ledger in accounting for trips per week :

Responsible for ALL

Responsible for ALL or

Source: FMI U.S. Grocery Shopper Trends, 2015. Shoppers n=2,265.

2015 The Hartman Group, Inc.

The shopper base has broadened

More people are having a larger role in

Share at least 50% of

FMI U.S. Grocery Shopper Trends, 2015

All or most of shopping

of all U.S. Adults say they have at least

Men are driving the change

all U.S. Adult men say they have at

Source: FMI U.S. Grocery Shopper Trends, 2015. n=2,892.

2015 The Hartman Group, Inc.

2015 The Hartman Group, Inc.

Trip missions have narrowed

FMI U.S. Grocery Shopper Trends, 2015

Shared shopping requires more coordination, before and during, in order to

2015 The Hartman Group, Inc.

Changes in food shopping responsibility are driven by

Role in COOKING drives role in SHOPPING