Deloitte: Healthy Eating Creates New Opportunities for Growth in Fresh Food

Despite higher food price concerns, consumers will pay a premium for food that contributes to their health and wellness NEW YORK, Sept. 26, 2022 /PRNewswire/ --
Deloitte: Healthy Eating Creates New Opportunities for Growth in Fresh Food
Key takeaways

Shopping stress jumps due to inflation: nearly half (48%) of consumers find in-store shopping more stressful than last year, up from 40% in 2021. The leading cause of shopping stress is concern over rising food prices (53%).

With rising inflation, price is the top consideration for consumers purchasing fresh food (92%).

Actually, it seems consumers are having trouble focusing on much of anything besides price. Preference for sustainable, locally grown, and non-GMO food are all lower than pre-pandemic, down at least 12 percentage points in purchase consideration from 2019.

Though price overshadows other purchase drivers, health still matters: 84% of consumers consider the health and wellness benefits of fresh food.

More than half (55%) are still willing to pay a premium for the food that contributes to their health and wellness.

Why this mattersWith inflation top of mind, it is difficult for consumers to look beyond price. However, according to Deloitte's annual report on fresh food, consistent demand for products that foster health and wellness may provide a ray of light for the industry to influence where and how they shop. The report, "Fresh Food as Medicine for the Heartburn of High Prices," examines the impact of inflation on consumers' food purchases and how fresh food producers and grocers can adapt to drive new opportunities. The report is based on a survey conducted in July 2022 of 2,054 adults (aged 18 to 70) who influenced fresh food purchases in their households.Price continues to be the main driver among the three PsWhile three factors drive shifts in what and how consumers purchase fresh food a?? price, perishability, and preference a?? price dominates amid inflation. Although anxiety about shopping in-store due to the pandemic declined, shopping stress is on the rise again, up eight percentage points from 2021. The top cause of shopping stress overwhelmingly is concern over rising food prices (53%), followed by a change in personal financial situation (13%).
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