B2B | Shopper Connection | October/November 2010
Kids in the kitchen build independence, memories
Family-centered activities such as cooking around Holiday time build memories, but can also become teaching and bonding moments—with a purpose. Moms want to teach kids to prepare foods simply, make intelligent choices, and gain a sense of independence.
The holidays are prime time for Kids in the Kitchen with extended family and friends around, especially for older kids (age 10+), who like to make their versions of family favorites. How can retailers build on this dynamic?
- In categories like canned pasta and convenience meals, have a Kids’ Only section from which they can select. “If microwavable, Moms are very comfortable letting even younger kids warm up the food,” says Tim Miller, senior director-shopper insights, ConAgra Foods.
- Distribute Kids’ Only ConAgra Foods/retailer-sponsored cookbooks with “no fail” recipes or tips for after-school snacks, dinner for Mom or weekend breakfast. Also, sell kid-sized utensils.
- Suggest seasonal, Mom-approved ideas for super simple treats.
- Host kids’ cooking demos or run local recipe contests on weekends.
- Devote an area of website where Moms and kids can focus on nutritional balance and fun foods.
“The more interactive and kid-friendly you can make the store, the better you can appeal to younger households and potential long-term future customers,” added Miller.
Retail performance in test stores this year suggests that the Ultra-Convenient Meals (UCM) destination center could become a center-store hub in 2011. The unique design of this 16-foot set showcases the quick, convenient, value appeals of a wide array of shelf-stable microwavable meal solutions—all in one place.
The addition of 3 million U.S. households to the Supplemental Nutrition Assistance Program (SNAP, formerly known as food stamps) during October raises the number of eligible households to 18 million and creates new retail opportunities to synchronize promotional and merchandising efforts with the early-in-the-month dollar flow.
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Chief household shoppers are of two minds during the holiday season. They certainly think about the big gatherings, but they also need to be as expedient as possible in meeting their family food needs every other day of the Holidays
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SNAP Shoppers Spend More in Early Part of Month
Retailers can capture SNAP shoppers at the beginning of the month, by doing the following:
- Move food category events that index high to
- Utilize in-store displays to ensure in-stock levels
- Adjust inventory levels on key categories and brands to address increased consumer needs
*Supplemental Nutritional Assistance Program
Source: Government Assistance/Food Stamps In-Depths Fusion 4/10, Retailer SNAP tender data
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