CATEGORY MANAGEMENT | PRODUCE
merchandising produce near store entrances and offering extensive arrays of pre-cut and packaged selections, McClellan said. In addition, the operator is collaborating with vendors to offer affordable selections, she said. “Having the right mix, the right price and conveniently packaged solu - tions are helping shoppers make healthier choices,” McClellan said. SpartanNash also is spending “extensive time” in determining the offerings that meet the unique shopper preferences in each store, she said. “Every neighborhood has its own specific mix requirements,” McClellan said, adding that the retailer is helping to meet such demands with locally sourced fruits and vegetables. Shopper interest in specific products can surge, including for everyday items, such as cucumbers and tomatoes, when the selec - tions appear on social media as part of viral recipes or wellness trend listings, Vargas said. “Produce shoppers are not impulsive, but informed, cost-aware and quick to act when both need and inspiration are con - nected,” he said. ATTRACT ATTENTION The appearance of produce on digital sites, including YouTube, TikTok and Instagram, can especially generate sales from the large base of Gen Z (persons born between 1997 and 2012) and millennial (persons born between 1981 and 1996) shoppers who find inspiration online, said Anne-Marie Roerink, president of 210 Analytics LLC, a San Anto - nio-based market research and marketing strategies firm, and author of The Power of Produce 2025 report, published by Arling - ton, Va.-based FMI—The Food Industry Association. Retailers that create visually appealing produce displays and merchandise produce in various parts of the store can generate purchasing from impulse buyers as well, she said. “It can result in that one extra unit sale that all retailers are looking for,” Roerink said. Cross-merchandising opportunities remain strong too, she said, with such pairings as produce with rotisserie chicken, salad kits and baked potatoes, bananas and cereal, mushrooms and steak, and vegetables and chicken strips, likely to attract consumers.
Many shoppers connect locally sourced products with freshness and sustainability.
Limited display space impacts the range of assortments that retailers can offer.
“Millennials are looking to save time in plan - ning, shopping and preparation and such total meal solutions can drive sales,” Roerink said. Moving forward, packaged produce will become more prominent as merchandis - ers seek to extend product shelf life while making it easier for shoppers to self-scan products at the checkout and initiate online purchases, Sherrod said. More retailers, packers and processors also will target eco-conscious shoppers by
investing in sustainable packaging that uses less plastic, more paper and is recyclable, he said. It is important, however, that operators have the necessary staffers to support product development and merchandising, Sherrod said, noting that a shortage of skilled workers remains an operational challenge. “Ample and good labor,” for instance, is nec - essary to create eye-catching displays while maintaining proper receiving and rotating protocols, he said.
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