April 26, 2011 – A necessary chore for some, a weekly or almost daily pleasure for others, grocery shopping remains a necessity. With the increase in the cost of the grocery basket, is it still possible to make choices that are both healthy and economical, while avoiding the pitfalls of marketing?
“Yes,” answers Jordan Le Bel, food marketing specialist. But on condition that we focus on the factors that influence our purchasing decisions and impose a certain discipline. “
It is estimated that a person goes to the grocery store or supermarket 1.7 to 2.4 times per week. Not to mention the stops in specialized food stores, such as the butcher, the cheese maker, etc.
Jordan Le Bel
“And contrary to popular belief, consumers are rather impulsive at the grocery store: 65% to 80% of purchasing decisions are made on the floor,” says John School of Management professor of marketing. -Molson from Concordia University.
This explains the promotions, sales and other marketing strategies that are being multiplied by companies working in the agri-food sector to attract the attention of consumers.
Recognize the “tricks” of food marketing
“Nothing is left to chance in the presentation of the thousands of food products found in the grocery store. Everything responds to a logic aiming to “push” the products, to sell them “, points out Jordan Le Bel.
Thus, each grocery store or supermarket has its “planogram”, a plan which determines how all products are presented, from entry to exit, including the aisles and their surroundings, not to mention the temporary displays.
According to Jordan Le Bel, the grocery store is a multisensory universe with multiple effects.
Indeed, the shelves located at the entrance of the grocery store often contain fresh breads and other bakery products “so that their smells will whet your appetite”.
Usually followed by meats or fruits and vegetables. Here again, their positioning is not innocent.
“Over 85% of consumers know that it is recommended to eat 5 servings of fruits and vegetables per day, but only 25% comply. So they refuel in this section and give themselves a clear conscience, which leads them to indulge in treats in the other aisles! “
In addition, basic or essential food products are placed all around the aisles. This is the case, among others, of dairy products, eggs, certain frozen products … and beer!
The same marketing logic prevails: the location of these products forces consumers to enter the grocery store, to walk through different aisles where many sales are displayed.
“The center of the aisles responds to the” arch of vision “strategy: products are placed there in width, at eye level, to highlight them, which makes it an ideal place to encourage sales” , continues Mr. Le Bel.
Do not succumb unnecessarily to products on sale
The products on sale serve 2 specific objectives: to promote a new product or to roll the products to avoid losses.
But these sales lead to significant waste: it is estimated that up to 25% of the calories purchased at the grocery store end up in the trash.
“The main cause of this waste is products on sale or promotion,” he explains. It’s also because of businesses that promote wholesale buying, like the Costco chain. We store a lot of food or products that go out of date before we can eat them. “
Planning, a guarantee of healthier choices … at a lower cost
The best way to bring home healthy foods and groceries – while on budget – is to plan your menus before heading to the grocery store.
Jordan Le Bel goes for simple and effective suggestions:
- Analyze the contents of the fridge to find out what can still be used.
- Scan flyers for sales that are worth the cost.
- Plan your meals for several days in advance.
- Make a list and avoid deviating from it.
- Avoid going to the grocery store on an empty stomach! You will avoid products high in fat and sugar and buy in less quantity.
- Shop for groceries in reverse of the order in which you do it, even if only once: you will avoid false sales and discover new products.
- In front of the sales that we present to you on the spot, ask yourself if you need it, if you will use all the quantity proposed and if it is a real good deal.
- Read the labels.
- Avoid ready-to-eat products, which are generally more expensive and less healthy.
- Beware of claims that may be unfounded: for example, do we really know if hens kept “free” really are? Are their eggs really worth 50 cents to 60 cents a dozen more?
“It is true that planning your grocery store takes a little time, but it allows you to take a step back from your food choices, concludes Jordan Le Bel. That doesn’t mean you have to go without treats at all costs or refrain from making one or two impulse purchases – but planning allows you to have more control. “
Martin LaSalle – PasseportSanté.net
