With the growing penetration of smartphones, mobile phone applications are quickly becoming the go-to source for countless daily tasks, including finding grocery deals, according toThe NPD Group (http://www.npd.com/), a leading market research company. NPD food market research also finds that tech-savvy consumers are using the Internet and social media to hunt down recipes, shop for food, and connect with their favorite food brands.
National Eating Trends®, which continually tracks all
aspects of eating behaviors in the U.S., finds coupon apps are used by about 25
million Americans each month, and this happens most frequently in households
with children. The foods these app couponing families consume more often skew
towards kid friendly staples like eggs, cold cereal, bacon, sausages, macaroni
and cheese, soup, and fruit juice.
than half of U.S. consumers are aware of Groupon, the localized deal-of-the-day
website, and about one in five consumers receives emails regularly from the
service, according to National Eating Trends®. Roughly the same
proportion claims to read through the emails at least monthly - equating to
more than 60 million U.S. consumers.
media and the Web are also assisting name brand food manufacturers garner more
loyalty with consumers. In its report, The Evolution of Private Label -
Does Brand Name Really Matter?, NPD found that consumers who frequently
use social media and apps on their smartphones claim to be more loyal to
brand-name items versus private label. Social media interaction seems to be
helping marketers develop relationships with consumers, since they are
increasingly opting for the name brands, rather than generic items at lower
Food shopping online is not yet a mainstream
behavior, according to NPD, but about 7% of consumers say they go to Amazon.com
at least every two or three months to look for food or beverage products that
they may be interested in purchasing. While that number might sound low, it is
well above other sites, such as Alice.com and Peapod.com.
“Food marketers have a huge opportunity to
connect directly with tech-savvy consumers like never before,” says Darren
Seifer, NPD food and beverage analyst. “With a click of the finger on a
smartphone app or mouse, consumers are responding to marketing communications
whether they’re downloading coupons and recipes or being loyal to a name
Consumers turning to smartphone apps and social media for grocery shopping
May 30, 2012