Shoppers want more refrigerated options

USA: Over 90% of US shoppers recognise the importance of consistent temperature control in US supermarkets and would like to know that this is being achieved.

The figures are revealed in a new survey into consumers’ grocery shopping preferences by solid state refrigeration firm Phononic.

The company surveyed 1,100 adults across the United States to understand the current retail landscape, and the services shoppers would like grocery stores to offer in the future.

The study revealed several common preferences among consumers, including the desire for increased convenience and more options for refrigerated and frozen foods, particularly at the checkout.

With 63% of respondents admitting they sometimes worried that the food they buy may not be safe and/or clean, 92% said it was important that there is consistent temperature control for all cold products. Furthermore, 74% said grocery stores should do a better job of letting consumers know that the refrigerated and/or frozen foods have been kept at a consistent temperature.

Consistency was also important among respondents, with 78% complaining that cold beverage were not cold enough and/or were too cold or frozen.

Intelligent technology

Half of the respondents felt that grocery stores hadn’t yet figured out how to use technology as other retailers had. More than 75% would be likely to use smart technology in a refrigerated unit to find recipes or the right food/wine pairings.

In the case of stand-alone freezers, 77% said they’d prefer them to be more at their height instead of reaching down into them.

Impulse buying extended to refrigeration products with 46% saying grocery stores should have more frozen and/or refrigerated options at checkout.

“As eCommerce innovation continues to disrupt brick-and-mortar retail in response to consumers’ desire for a more convenient and personalised shopping experience, traditional retailers are adapting to stay relevant,” said Tony Atti, Phononic founder and CEO.

“Refrigerators and freezers have long been warehoused in the back of the store, but cooling innovation will realise distributed solutions that feature healthier food options at checkout, more efficient store layouts and additional impulse purchases. By embracing new technology, retailers will improve consumers’ shopping experiences, and ultimately survive – and thrive – in this increasingly competitive landscape.”

More information on the report can be found here.