Marketing Independent Analysis

In most retail food outlets like supermarkets, the products that make it to the shelves typically face little scrutiny. If it comes from a major manufacturer, it will likely get a slot. And, as long as it sells well and keeps rolling off the processing lines, its shelf space will indefinitely continue. Smaller to midsize manufacturers can also make the cut when the products are properly marketed to supermarket chains.

Well, at least that used to be true.

Although the above scenario is still SOP for most large supermarket chains, companies like Whole Foods and Wild Oats changed the playing field somewhat by applying health-food ideals to large chain supermarkets that carry a wide variety of groceries and health-care products. Not every product has the ability to make the cut and get shelf space in their stores. Natural product criteria—set by the chains themselves (although some federal stipulations related to organics and natural food also apply)—determine the makeup of each store’s offerings.

And although the Hannaford Bros. supermarket chain in New England isn’t using a system to select specific products to retail, it is following a new tack by establishing health-oriented ratings system for all food products in the store, where the healthiest products get three stars and least-healthy products get none (see http://www.nytimes.com/2006/11/06/business/06grocery.html).

Such systems might lure increasingly health-conscious shoppers looking for a bit of help when it comes to choosing the right balance of foods for themselves or their family. Research continues to show that consumers have a desire to eat healthier but often face confusing hurdles when attempting to decipher nutritional information on product packaging. Some of this confusion also relates to the differing content of said consumer’s figurative vs. real intent, but that’s a matter for another mind game…

If such selective ratings systems become popular, their criteria could aid product designers looking to help ensure specific retail slots and ratings at said chains. I bet other regional and national supermarket chains will add similar systems in the foreseeable future to help brand their business as healthcentric.

The battle to curry the favor of health-oriented consumers is heating up, and it makes sense for R&D to see how many ways they can generate healthful appeal—via federally approved label claims, specific ingredients and processing techniques, desired retail slots, etc.—while still retaining all-important flavor.