There is statistical evidence that the thumbs of young people are getting larger and stronger. Anthropologists believe it's because thumbs are the primary digits used in playing video and computer games. One could surmise that certain sections of the brain are also increasing in size, especially those governing sight, sound and hand/eye coordination.
Unfortunately, waistlines are also growing. The ongoing publicity surrounding this issue prompted SN to investigate the role supermarkets can play in promoting themselves as a source for better food choices. Each section of this week's issue features in-depth examinations of what retailers are doing to address this compelling, long-term consumer need. The stories are highlighted by a special "Kids' Nutrition" logo -- be sure to look for it throughout these pages.
If there is a general observation, it's that supermarkets are adapting, but the pace has been slowed by several factors. First, stores represent many brands, including the retailer's own. They cannot afford to alienate one single customer -- or company. You won't find such problems at quick-service restaurants, where you get either Coke or Pepsi, but not both.
Wait -- make that Diet Coke or Diet Pepsi.
Supermarkets are also more sensitive to the fickle whims of customers. Shoppers demand their stores have everything under one roof. Sugar-free, low-calorie and zero-carb products must all share space with their conventional counterparts. They also like seeing variety, even if they're not interested in purchasing anything.
Finally, as much as they might argue otherwise, supermarkets are still heavily reliant on price. Until recently, most of the "better-for-you" foods were made by smaller manufacturers and sold at a premium. Mainstream food retailers found it difficult to justify the long-term stocking of these items; not even merchandising them together with other health and wellness items improved sales. That's starting to change as larger companies join the effort, and bring with them new merchandising strategies and stronger arguments for product integration.
These are challenges, but they are also opportunities. Retailers need to re-evaluate what's offered, and how to approach merchandising and promotion. In some cases, it might not be a bad idea to slim down some categories that are obvious offenders, or at least re-merchandise them so that choices are more clear. As aisles become more fragmented with specific " -free" items, better signs and guideposts are needed. Let consumers make their own choices, but give them the information they need to do so.
Certainly, change is occurring in other segments. Schools are assuming more responsibility for the foods available on campus, and there is increasing pressure to reduce or eliminate sugary foods and beverages from hallway vending machines. QSRs are rapidly altering children's menus to include apples (McDonald's) or fruit salads (Wendy's). Even if the apples come with caramel dip, proponents concede that's better than another serving of french fries.
Sure, supermarkets can't afford to lose one customer, but they can help fit more of them in the aisle.
