NEWS & SOLUTIONS CONSUMER PREFERENCES

JULIE C. BOEHNING

Shoppers are interested in purchasing healthier groceries, but they also want these products to be affordable and taste good, an SN consumer survey reveals.

When asked about the importance of fat content in foods, 47% of 1,000 consumers polled said it was somewhat important when deciding their food purchases, and 39% said fat content was very important. Only 14% said fat content was not a consideration when purchasing food. The survey was conducted for SN by America's Research Group, Charleston, S.C.

According to Scantrack data from ACNielsen, Schaumburg, Ill., the cookie category accounted for just over $3.6 billion in sales based on the 52 weeks ended March 9, 1996. Of this, the fat-free segment has only 11% of the market share, and reduced-fat and low-fat cookies have just 7% and 1% of the market share, respectively.

Sales of reduced-fat cookies grew 12% to $253 million, while low-fat cookie sales increased by 29% to $44 million. Total liquid salad dressing sales were just over $725 million, while reduced- and low-calorie dressings generated sales of $435 million.

In the baking mix category, fat-free alternatives show impressive sales gains. Fat-free roll and biscuit mixes accounted for roughly $2 million in sales, a 19% increase. Fat-free pancake mixes, which account for only a small percentage of the pancake mix segment with just over $800,000 in sales.

Though consumers are leaning more toward reduced-fat or reduced-calorie products, many still do not think they taste as good as their regular-calorie counterparts.

According to SN's survey, 50% of consumers said reduced-fat or reduced-calorie products do not taste as good; however, 41% said the taste of healthy alternative products was equal to regular products. Only 9% of consumers polled said the taste of reduced-fat or reduced-calorie products was equal to regular or full-fat foods.

Price could also be an issue for consumers, according to the survey. When consumers were asked whether they were willing to pay more for reduced-fat or reduced-calorie products, 44% said they were somewhat willing, and 32% said they were not willing to pay more. Just 24% indicated they were very willing to pay more for such products.

Though regular products outsell healthier alternatives, retailers told SN consumption of reduced-fat or reduced-calorie foods will continue to grow.

"Sales in the fat-free areas are good, and they're growing," said Dave Weaver, grocery buyer at Festival Foods, Onalaska, Wis.

"There's a lot of consumer awareness and there always will be, as long as the health issues continue to grow in our country," he added.

Regular and reduced-fat or reduced-calorie products will both have room to grow, according to Daryl Martin, grocery buyer for R&M Foods, Hattiesburg, Miss. "Fat is a concern for consumers, but most people go for regular products," said Martin. "We're selling lots of regular cookies and a lot of the nonfat and low-fat ones, too."

Healthier Indulgences

Though reduced- and low-fat foods still account for a small portion of grocery sales, most continue to grow at a rapid rate, according to Scantrack data from ACNielsen, Schaumburg, Ill., for the 52 weeks ending March 9, 1996. Supermarket Sales for Selected Better-For-You Categories Fat-Free Cookies

n$408

l-11%

Reduced-Fat Cookies

n$254

l 7%

Low-Fat Cookies

n$44

l 28.9%

Fat-Free Salad Dressing/Liquid

n$18

l 12.9%

Fat-Free Salad Dressing/Whipped

n$30

l 3%

Buttermilk Reduced-Fat Roll and Biscuit Mix

n$22

l 9%

nSales (in millions) l% Change