T WO - T H I R D S O F G LO BA L R ES P O N D E N T S ( 6 8 % ) SAY T H E Y ’ R E W I L L I N G TO PAY M O R E FO R FO O D S A N D D R I N KS T H AT D O N ’ T CO N TA I N U N D ES I R A B L E INGREDIENTS. 15
PRICE ELASTICITY IN BENELUX? Based on the average from >800 observations in Benelux in a period of 3 years
H E A LT H A N D W E L L N E S S M AT T E R S ACROSS THE STORE Carry an array of healthful options and services to drive sales of related products. 55% of consumers can’t find a satisfying choice in stores and 80% goes to 2 or more stores DON’T IGNORE INDULGENCE C AT E G O R I E S Look beyond traditionally healthy to make indulgences less sinful.
KEEP IT SIMPLE Remove or replace undesirable ingredients, especially those seen as objectionable.
D R I V I N G VA LU E G R OW T H 68% of people are willing to pay a premium for food that doesn’t contain undesirable ingredients. Since volume growth is limited in BLX, value growth can be achieved by understanding price elasticities
S H O P P E R S FA C E A L O T O F C H O I C E Even though there are today already ten thousands of products in store, only 45% of consumers are fully satisfied with the choice in store. Optimizing portfolios by understanding incrementality can also help drive growth and satisfy consumers.
