As the back-to-school season unfolds, Wisconsin’s grocery stores are witnessing distinct trends among consumers. Mike Semmann, President & CEO of the Wisconsin Grocers Association, notes two key words for shoppers this year: “value” and “flexibility.”
“Consumers are extremely focused on value this year, much more so than we’ve seen in past years,” Semmann remarked. “Despite average spending remaining the same, parents are highly aware of price changes. They are seeking ways to stretch their dollars further.”
This heightened awareness of value has driven consumers to start their back-to-school shopping earlier than usual. Many began right after the Fourth of July. Semmann noted that grocers adapted by stocking shelves with products for the new school-year routines. “Grocers are capitalizing on the changes in routines, whether that’s providing produce, protein, or other staples, to meet their customers’ needs,” he said.
They are mindful of their communities’ varied needs. Each store tailors its offerings to fit local demands. “Grocers work months in advance with their wholesalers and suppliers to find different ways to provide value,” Semmann explained. He emphasized that private labels are a key strategy for grocers. These offer value to their customers, particularly as consumers become more flexible with their brand choices.
While consumers remain highly focused on value, they also demand healthy options, especially those that are locally sourced. “Consumers are laser-focused on value, but they are also willing to spend a little more for locally sourced products,” Semmann noted. “This trend is particularly strong in different regions around Wisconsin, where locally sourced items are becoming a prominent feature in grocery stores.”
Looking ahead, Semmann pointed out that technology is playing an increasingly important role in helping shoppers save time and money. “Grocery stores are using technology to assist shoppers with meal planning and meal prep, which can be a real time-saver,” he said. He highlighted that September is Family Meals Month and a great opportunity for families to engage in meal planning and preparation, emphasizing the importance of sitting down together for meals despite busy schedules.
One of the key shifts Semmann observed is in consumer behavior, particularly when it comes to brand loyalty. “We’re seeing that value and price are starting to take precedence over product loyalty,” he explained. “Parents are more likely to cut back on certain school supplies before compromising on healthy meal choices. For instance, 50 percent of shoppers are opting for private labels over name brands, and 67 percent of consumers are willing to switch brands if they perceive a lack of value.”
