WILTON, Conn. — Hanukkah begins this Friday, and many families will entertain with kosher food. While traditional favorites remain in demand, kosher shoppers will seek a broader selection of unique items for their meals, according to a study performed by Cannondale Associates here.
Most respondents said a wider assortment would make them more likely to buy kosher products, more so than lower prices, better section organization or more exciting packaging.
“Instead of offering five or six brands of matzo, a better way to generate excitement is with just three brands of matzo, plus several new and innovative kosher items,” said Paul Crnkovich, Cannondale Associates' managing director.
The insights stress the need for kosher stockkeeping unit rationalization, said David Rossi, vice president, marketing for R.A.B., Evanston, Ill., which sponsored the study.
The time is right for such a move, as manufacturers are flooding the market with items that kosher consumers once could not enjoy. Among the items showcased at last month's Kosherfest show: maple wasabi marinade from World Harbors, soy flatbread from Tumaro's Gourmet Tortillas, pomegranate juice from Kedem, and spicy Mexican marinade from Oxygen Imports.
Catering to kosher buyers is important, as they spend more in food stores. The average basket ring of a kosher consumer is about $73, compared to $44 for the average buyer, said the study. Likewise, kosher buyers are worth $2,748 annually, as opposed to $1,873 for the average buyer.
“This is a solid, day-in, day-out business that shouldn't be ignored,” Crnkovich said.
Spending rises based on the number of categories — rather than brands — purchased. A supermarket shopper spends about $185 annually on kosher shelf-stable items when 10 or more categories are purchased, up from $28 if just four categories are bought, the study states.
In-store merchandising and displays are key to category growth, as the store is the place where most kosher consumers discover new products. More than three quarters (84%) of kosher buyers said they find out about new products in-store, up from 57% who said friends or religious groups; and 54%, family.
Retailers should also discount multiple items during the holidays, not just core items like matzo and gefilte fish. Even better, they should tie in food and nonfood items, like Passover candles.
“It's important to highlight solutions, as opposed to just a few items,” he said.
The research comes at a time when retailers are paying more attention to the kosher category. Albertsons, Boise, Idaho, is rolling out authentic Israeli sets, while Giant Eagle, Pittsburgh, has launched kosher store-within-a-store departments, among other examples.
