Functional claims resonate with consumers of all ages, in-store marketing activities still drive trial, 84.51° reports

02-Nov-2023 - Last updated on 02-Nov-2023 at 13:29 GMT

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Retail data firm 84.51° is out with its October Consumer Digest, highlighting differences between what younger and older consumers look for in better-for-you foods and beverages and how in-store marketing activities are generating new product purchases.

Per the report, younger consumers between the ages of 18-44 are more likely to look for general functional claims, while consumers between 44 and up are focusing more heavily on gut health-related, low calories, and clean ingredient claims.

The young shopping demographic was more likely to seek out products with functional benefits (38%) compared to 31% of the older consumers. Similarly, 16% of those between the age of 18-44 sought out functional beverages, and 19% looked for non-alcoholic drinks, compared to 10% and 12%, respectively, for the older demographic.

For the older consumer demographic, 28% looked for products with high-fiber content, and 19% of the younger demographic said the same. Older consumers also sought out products with healthy gut/digestive health claims at a higher rate, with 37% of them saying they look for these products, compared to 33% of those between the age of 18-44.

The older shopper demographics were more likely to respond to clean ingredient and low-calorie claims, with 43% looking for products with clean ingredients and 35% for low calorie, compared to 36% and 28%, respectively, for the younger demographic.

Price, in-store marketing crucial to consumer purchases

Regardless of age, consumers are still largely finding new product to try in store, and shoppers will try a new product due to a price reduction.

When asked how they find new products to try, 47% of consumers said in-store displays, 45% product advertisements, 42% product coupons, and 41% from sales and promotions led to the discovery of new items. Despite investments in the omnichannel shopping experience, 22% of consumers said social media, and 20% said a retailer website led to a new product purchase.

A majority of consumers (70%) would also try a new product if they saw a price reduction, while a similar 68% would purchase a new item with a coupon. On the low end of purchase drivers, 13% of consumers said a celebrity or influencer led them to purchase a new product.