Grocery Shopping During Pandemic Times

Grocery Shopping During Pandemic Times in America

Whole Foods Market Does Social Distancing

Here are some photos I recently took, showing what grocery shopping looks like during these pandemic times here in the USA. Whole Foods Market was quick to adjust its in-store messaging, and add wayfinding signage to ensure the safest flow of foot traffic. Have a glance at the photos below.

Speaking of Whole Foods Market, if your products are sold there, you need to be working with us as we keep a constant pulse on how Whole Foods Market shoppers think, behave and buy. Schedule a one-hour 'Winning with Whole Foods Market Shoppers' consult session with Green Purse PR to learn more about Whole Foods Market shoppers and best practices for how your brand can successfully connect with them. Learn more about the retail intel on Whole Foods Market here, and contact us to schedule your session.

- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR

Shopper Behavioral Changes in the Wake of Coronavirus Threat

Shopper Behavioral Changes in the Wake of Coronavirus Threat

Shoppers in Preparation Mode — Hoarding Supplies in “Coronavirus Grocery Hauls”

If you’ve been to a grocery store, pharmacy or big box retailer lately, you’ve likely seen several empty shelves like these and felt the almost panicky vibe from other shoppers as they search for sold-out supplies, like medical masks and hand sanitizer.

While full on panic has not broken out (at least not yet,) many American shoppers are doing what I call “Coronavirus grocery hauls,” stocking up on non-perishable food and drinks, household necessities (like toilet paper, paper towels, diapers, etc) and taking great effort to obtain medical and healthy living products, like medical masks, hand sanitizer, wet wipes, and other disinfectant products. Most shoppers are in preparation mode, ensuring they have enough supplies for around two weeks or longer, in case going out to the grocery store later is not possible or wise.

Americans are not new to panic shopping; we’ve hoarded up before, for things like Y2K and H1N1.

To keep a constant pulse on what America’s health-conscious consumers are thinking, I’ve conducted what I call “intercept” shopper interviews with random people in grocery stores and big box retailers. I’ve also consulted Green Purse PR’s proprietary panel of Millennial moms asking about their purchase behavior recently. Below are some direct quotes from some of the consumers I interviewed or sought feedback from.

What shoppers tell us about their Coronavirus shops:

• “This is so weird for me; I typically do a grocery shop every other day, not keeping much at home. I also mostly buy fresh foods, so food in a box or can, is a bit out of my comfort zone.”

• “I’ve got A LOT of these power, protein and granola bars. They are very filling and can be a whole meal if you need it to be.”

• “Call me crazy, but I’ve already done a big grocery shop for non-perishable supplies. I had two grocery carts full the other day, spent almost $500. The only thing I can’t find yet is masks.”

• “Beef jerky (lots of beef jerky,) soup in cans, dried or canned beans, pasta, cereal, water. I’m good to go.”

• “I have a few disposable masks leftover from a trip to Japan over a year ago, but I really want a reusable and washable mask. I’ve found a few I liked the looks of, from Sweden and also New Zealand, but they are all sold out online.”

• “Look at this aisle; crazy, it looks like we’re all preparing for Armageddon in here!”

• “I’m ready! I stocked up on supplies about two weeks ago. I’m prepared to keep my kids home out of school if we need to. We’ve got plenty of food and water, gloves and goggles, but what we’re still waiting on are masks. I’m currently on a waiting list on Amazon to get emailed as soon as they are available again.”

• “I’m super scared! I’ve got what I need in terms of food now, but I don’t have any masks to protect myself and I cannot find them anywhere. I’ve been to all the drug stores, Target, all the grocery stores around and nothing.”

• “I guess I’m going to just have to make my own mask. I’ve looked in stores, I’ve look online, I’ve even looked on Etsy.com for handmade ones - nothing. I suppose I can always just wrap a scarf around my face and wear my sunglasses.”

• “I’m not that worried. I’m not going to stop living my life; I also only have myself to worry about, which probably helps. I’m just using good common sense, stocking up on some essentials, some canned foods and what not, and trying to avoid people as much as possible. I’m not eating out if I can help it, I’m not shaking hands or hugging people.”

• “If I can just get my hands on some face masks, I’ll feel a lot better.”

• “I see nearly all the water is gone, and I’m not sure why they are all buying so much water. I mean I guess I’ll get some too, just in case, but we’re not going to lose water access are we?”

• “I just did a massive shop the other day; loaded up on pantry items and I ordered all our household supplies on Amazon. We’ve got enough for weeks if we have to stay home.”

• “Well thank God I can avoid going out in public and can order everything online now. What would we do without Amazon Prime?”

• “Honestly, I’m more worried about the financial impact of COVID-19. I’m not old, and I’m healthy. If I get it, I get it, but I’ll be fine; I just don’t want the economy to go to crap.”

• “I’ve not been able to find masks or hand sanitizer; I need all that still, but luckily I had my parents find some where they are and they are mailing it to me this week.”

• “With Spring Break about to come up, we’ve had to cancel big travel plans for our family. We were planning to go on a cruise, but definitely not doing that now. I’ve got our pantry stocked full, so we’ll be fine.”

Empty shelves for hand sanitizer.

Stocking up on pantry staples.

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Have a look at these graphs below from Nielsen Retail Measurement Services, tracking the recent growth in spending for products like medical and wellness supplies, and pantry staples.

Source: Nielsen www.nielsen.com/us/en/insights/article/2020/nielsen-investigation-pandemic-pantries-pressure-supply-chain-amidst-covid-19-fears

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Consider the shopper quotes and data above to understand how your target consumers is buying right now and how your company can best address their needs. When consumers are on the verge of panic, ask yourself how your brand can help alleviate their worries.

Stay safe out there!

- Lisa Mabe-Konstantopoulos, Founder & CEO, Green Purse PR

Photo Tour of Whole Foods Market's New Flagship Mid-Atlantic Store | McLean, Virginia

Photo Tour of Whole Foods Market's New Flagship store in the Mid-Atlantic | Tysons Corner in McLean, Virginia

Whole Foods Market recently opened its new Mid-Atlantic flagship store in Tysons Corner located at McLean, Virginia, just outside of Washington, DC. Naturally, I needed to see the retailer’s ‘fanciest store yet’ as reported by The Washingtonian, and lucky for me, it’s super close by.

The new store is located at 1635 Boro Place, McLean, Virginia in The Boro, a new residential + commercial development by The Meridian Group and Kettler Inc. is designed for work, play and mingle and includes luxury residences, destination retail, and distinguished office spaces. With 70,000 square-foot, multi-level flagship store is a community gathering destination featuring a trendy food hall, cocktail bar, game area, outdoor patio and a self-service wine bar.

Wow; what a gorgeous store! Given that so much of my shopper research and public relations work focuses on Whole Foods Market, I’m very familiar with the different types of store formats across North America. The latest stores opened by Whole Foods Market have (and there have been several in the past few months,) are so much more than just a nice grocery store; they really are meant to be community gathering spaces. It’s the kind of place you could spend several hours at for not only grocery shopping, but also dining and socializing. I think this store is now one of my favorite locations (from a design, amenity & shopper journey perspective,) along with Midtown Atlanta, Georgia, Post Oak in Houston, Texas and the Gilman store in Berkeley, California.

Below is a photo tour of my first visit to the new Tysons store.

This store is HUGE and everything is just gorgeous. I conduct a lot of shopper-research based USA Market Tours for exporters from other countries and also Supermarket Tours for local embassies in Washington, DC who have visiting delegations of farmers or food industry businesspeople eager to learn more about grocery retail in the USA. I’ll now have a sparkly, new place to bring them that’s super convenient.

I spotted several kid-friendly areas around the store, including this super cute Whole Kids Club area offering free snacks for kids shopping in the store.

I love the design of this store; so bright and cheery.

I visited this store the week of November 10th, 2019, so holiday entertaining (Thanksgiving turkey promo) signage was in full effect.

Since I work a lot with the meat category, I was especially excited to see the meat department. Everything looked perfect! Note the new black window cling along the top of the meat case featuring my client, Global Animal Partnership’s new animal welfare certified label.

Spotted several of my clients’ products, including Atkins Ranch grass fed lamb, whose lamb loin chops were currently on sale for Amazon Prime Members.

Lots of turkeys already available, ahead of ‘turkey day,’ Thanksgiving. Nice to see the new Global Animal Partnership animal welfare certified label!

For all my honey industry folks, have a look at the honey range available here. For American standards, this is a wide selection of Manuka honey (see top shelf.)

Beautiful packaging!

Welcome to cheese Heaven, featuring some of the best cheese from around the world.

Upstairs is High Point, a 100-seat indoor/outdoor pub and game room offering several self-serve food options. This is the main gathering place. I visited the store during late morning, but come lunch time, this place was packed!

I spotted a mom’s group here fueling up on coffee and probably then later, wine. It’s the perfect spot to meet with friends. When the weather is warmer, the outdoor patio area has lots of seating, including children’s tables.

The food hall includes Officina, Genji Izakaya, Curiosity Doughnuts and Rappahannock Oyster Co.

Have you visited this new Whole Foods Market store, or perhaps one of the other new stores opened during 2019? What were your impressions? Leave a comment below to share your thoughts; I’m curious to know what you think.

According to WBJ Research, Whole Foods Market is the ninth-largest grocer in the greater Washington DC area, with 4.46% market share in 2018. The Tysons store is the grocery retailer’s 10th location in Northern Virginia.

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Want to drive sales of your products at Whole Foods Market?

If your products are sold in Whole Foods Market, work with Green Purse PR to better understand its shoppers and communicate with them. We conduct shopper research, as well as plan and implement PR & digital marketing campaigns targeting Whole Foods Market shoppers. Contact us here for more details.

Want to learn more about the American grocery retail landscape?

Work with us on one of our USA Market Trips or Supermarket Tours (Embassies, see this link.) Contact us here for more details.

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Curious to learn more about Whole Foods Market shoppers?

Purchase our syndicated research report, How to Win with Whole Foods Market Shoppers here. 

- Lisa Mabe-Konstantopoulos, CEO, Green Purse PR

Photo Tour of Whole Foods Market's 500th Store | Midtown Atlanta, Georgia

Photo Tour of Whole Foods Market's 500th Store | Midtown Atlanta, Georgia

While in Atlanta over Easter break, I visited the newly opened Midtown Atlanta location of Whole Foods Market. I needed to see first hand the retailer’s 500th milestone store. It’s gotten quite a lot of good publicity and features some fun, new amenities.

Located at 22 14th Street NW in Related Group’s Icon Midtown residential development, the new 70,000 square-foot, multi-level flagship store is a community gathering destination featuring four fast-casual eateries and more than 1,500 local items from 250 suppliers, many new to Whole Foods Market.

I visited early Saturday morning, the day before Easter. It was super peaceful before the crowds came to get their pre-Easter #WholeFoodsHaul on. Since it was early and I LOVE Allegro coffee (iced latte every day for me,) my first stop was Capital Commons, a cozy full-service Allegro coffee and espresso bar. They are early risers too; the cafe opens at 6 AM daily.

Below are some photos of the new Midtown store.

The fresh fruit and veg section is super colorful and pretty!

Look who I spotted on the Prime Member Deals board at the entrance of the store — our client, Atkins Ranch lamb from New Zealand! Nice to see Wellshire Farms’ ham on there as well — both meat brands are animal welfare certified by Global Animal Partnership.

Photo source: Atlanta Curbed

Huge meat department with gorgeous display on for Easter and Passover. I like to see those butcher case clings featuring Global Animal Partnership’s 10 year anniversary!

Look what’s featured front and center — Atkins Ranch leg of lamb, during its nationwide promo with Amazon Prime. Normally $9.99 USD per pound (in this region) for leg of lamb, the sale offered leg of lamb at just $6.99 USD per pound for Amazon Prime members. The team of butchers in this store made a gorgeous display of lamb!

Atkins Ranch’s retail ready lamb cuts are new to the South region of Whole Foods Market. Super convenient for shoppers who want to quickly grab and go.

I spy some good looking beef from White Oak Pastures, local to Georgia.

Check out these new meal kits, mostly with meat and some with fish, with some calling out “keto” or “paleo.” Very cool.

Here’s what you’ll find on the roof of the new store. There’s a space for games, eating and even yoga.

Photo source: Curbed Atlanta

Photo source: Curbed Atlanta

Curious to learn more about Whole Foods Market shoppers?

Download our report, How to Win with Whole Foods Market Shoppers here.

- Lisa Mabe-Konstantopoulos, CEO, Green Purse PR

You may also be interested in our blog post, What Amazon Prime Members Think About New Lower Prices at Whole Foods Market. Read it here.