The vaccinated consumer’s shopping list includes gourmet pasta sauce, Greek yogurt and Godiva chocolate, according to a new survey

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The vaccinated consumer’s shopping list includes gourmet pasta sauce, Greek yogurt and Godiva chocolate, according to a new survey
The vaccinated consumers shopping list includes gourmet pasta sauce Greek


If you’ve been vaccinated against COVID-19, there’s a good chance your shopping list includes Fage Greek yogurt, Rao’s Homemade pasta sauce, Beyond Meat
BYND,
-5.31%
burgers and Godiva chocolate. And you’re likely to favor such retailers and restaurants as Trader’s Joe and Panera Bread. Those are among the findings of a newly released, two-stage survey of thousands of U.S. consumers conducted by Numerator, a market-research firm. The company wanted to understand not only what types of people are getting vaccinated — in terms of geography, income and activity level, among other things — but also what brands and stores appeal to them.

The survey showed that consumers from the East Coast are 13% more likely to be vaccinated than consumers in general.  Additionally, consumers with higher annual household income, defined as $80,000-plus, are among those more likely to be vaccinated. So are those with more active lifestyles. In turn, vaccinated consumers tend to opt for brand names that speak to those aspects, the survey noted. As in higher-end products or retailers or ones that emphasize a health-oriented mindset. That might explain why Fage, a Greek yogurt brand that emphasizes its natural appeal — “made with milk from non-GMO fed cows,” the company says on its website — topped the list of grocery products in terms of the percentage of vaccinated buyers. The Numerator survey noted that 62.8% of Fage shoppers have been vaccinated. That’s higher than the vaccination rate for the U.S. population overall, which currently stands at 55.4%, according to the Centers for Disease Control and Prevention tracker. When the Numerator survey was done, the U.S. vaccination rate was even lower — at 52.6%, according to Numerator.‘It’s a new segment’ Also ranking near the top among grocery brands was Rao’s Homemade, a premium producer whose pasta sauces can easily run twice the price of more standard ones. Its buyers had a 61% vaccination rate. (Rao’s Homemade is also a brand with solid East Coast roots, since it grew out of the Rao’s restaurant group that started with a location in New York; the sauce and dining company are now separate entities, however.) Other brands with strong appeal among vaccinated shoppers include Green Mountain Coffee
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+0.09%
(62.1% vaccination rate among buyers), Beyond Meat (60.8%), LaCroix sparkling water
FIZZ,
+0.13%
(60.4%), I Can’t Believe It’s Not Butter! spreads (58.8%), Godiva chocolate (58.7%) and Bob’s Red Mill flours and related products (58.5%). The Numerator survey looked beyond grocery products as well. In the health and beauty category, Bausch + Lomb, makers of contact lenses and other vision-related products, and Nature Made, a vitamin and supplement brand, tied for the highest percentage of vaccinated buyers, with 59.1%. Among fast-food/fast-casual restaurant chains, Boston Market and Panera Bread came out on top, with both having a 59.6% rate of vaccinated customers. The leader among retailers, according to the survey, was H Mart, a grocery chain that specializes in Asian products and appeals heavily to Asian consumers. Numerator found that 63% of H Mart shoppers have been vaccinated. Although Numerator didn’t look at the race or ethnicity of shoppers, at least one other report, from the Kaiser Family Foundation, found that 69% of the U.S. Asian population has received a COVID-19 dose. That put Asians ahead of other U.S. populations, including whites (53%), Blacks (45%) and Hispanics (49%). Other retailers with a high percentage of customers who have been vaccinated include Wegman’s (62.2%), the Fresh Market (61.8%) and Trader Joe’s (61.6%), according to Numerator. MarketWatch contacted several brands and retailers cited in the survey. All declined comment or couldn’t be reached. Marketing experts say vaccinated consumers constitute a prime demographic that brands could target, much in the same way they reach out to shoppers based on other factors. “It’s a new segment,” said Michelle Sullivan, a professor of advertising at Boston University.



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