The Importance of Influencers in a Changing Grocery Landscape

The way Americans shop for groceries is changing. Online food shopping is on the rise, and it is predicted to grow five-fold over the next decade. This is a great opportunity for brands to get their products to consumers. However, with the rise of online shopping, the opportunities to get in front of consumers have been reduced, and the number of these opportunities will continue to diminish. We’re not expecting online shopping to turn the grocery store model on its head, but it will lead to change in how CPG brands market their products. That’s why, now more than ever, face-to-face influencers are so important for connecting healthy brands to consumers.

Grocery Stores Are Here To Stay

First off, the grocery store model will not become extinct anytime soon. Yes, online grocery shopping is increasing, and will continue to increase. However, the majority of shopping is still done in person. Currently, only 25% of household buy groceries online, and online shopping represents less than 5% of all grocery sales. But the online grocery platform is expected to grow rapidly. So much so, that grocery stores have even adopted digital shopping—tying online ordering with curbside pick up. In this way, they are better able to compete with the convenience of online options.

Landscape For Marketers

Online grocery shopping has provided a challenge for marketers. As powerful as shopper marketing is, it could see a diminished role in an environment where consumers aren’t going into the store. However, marketers can still effectively reach consumers through tried and tested ways—print, digital, social, and face-to-face interactions.

Reaching Consumers In An Increasingly Digital World

In the gold-rush excitement surrounding this seemingly untapped platform, marketers must remember that the digital shopper is still... well, a shopper. These shoppers seek recommendations from trusted sources of information—dietitians, personal trainers, nurses, pediatricians, etc. Through face-to-face influencers, brands can get even more than impactful recommendations. These influencers provide a personal experience with the brand, an increasingly valuable interaction.

Grocery stores are here to stay, and so is shopper marketing. But their roles will change as we move forward. Digital platforms are not only shaping the way people buy their groceries, but also path to purchase. With less opportunities for brands to get in front of consumers, health influencers will continue to valuable intermediary between healthy brands and consumers.  

Advice From the Front Lines

One of things we constantly talk about here at Pulse is the power of the personal relationship between health influencer and patient. My friend Rebecca Tobin is a family practice physician with a family, a full patient load and a common-sense approach to helping her patients be healthy and well. On a recent walk through the neighborhood, Becky shared her prescription for becoming—and staying—healthy. I asked her if I could share it here because in the day-to-day bustle of marketing healthy foods—and amid the clutter of conflicting health & wellness messages bombarding consumers daily—it’s important to keep our eyes on the target—straightforward advice from a trusted source that can help the average American consumer live a healthier life.  

 Dr. Tobin’s Prescription for Staying Healthy

Staying healthy is simple. But simple does not always mean easy. Every day   patients come to me for advice and guidance on how to “get healthy.” People want to lose weight, start an exercise program, or break bad habits.  Some do not know what questions to ask.  Others bring me spreadsheets of data, bottles of supplements, and a list of all the diets they have tried.  

Staying healthy requires 5 important considerations:  good nutrition, plenty of exercise, plenty of sleep, good mental health, and avoidance of toxins. 

1. Good nutrition.  Keep it lean and green. Eat plenty of lean meats/proteins and lots of green vegetables. The less-processed the foods you eat, the better they will be for your body. Keep a serving to about the size of your closed fist. No measuring cups needed. And remember—no one is perfect, if you have a bad day and eat lots of cake then make up for it the next day with extra greens. Don’t let the unhealthy pattern become the norm. 

2. Plenty of exercise. No gym membership required. Just move! The classic 10,000 steps per day rule is a great guide. If you are unfortunate enough to have a desk job, get up frequently or do it standing, walking, or pedaling. Most work places are accepting of these accommodations. 

3. Plenty of sleep. Your goal should be 8 hours of uninterrupted sleep. Few people get this on a regular basis. Bodies and minds need time to rest and repair. You should wake up refreshed and have energy to start the day. If not, you aren’t getting enough sleep—or enough good quality sleep—and the problem should be addressed. 

4. Good mental health. Yes, being happy is very important! Take 10 minutes outside in the sun every day. The sunlight will increase the serotonin in your brain and keep your vitamin D levels up. Find time to think, relax, and enjoy life.  Positive thought has been proven to help healing and to help you stay healthy.

5. Avoidance of toxins. Tobacco, alcohol and harmful fumes to name a few. Obvious but hard to do!

To be healthy it is important to find a routine that is sustainable. Keep it simple. But remember, it will not necessarily be easy. 

Dr. Tobin’s advice is simple, but as she says, not easy. There’s clearly no one thing that’s going to jettison a person to optimal health. Moreover, no patient is going to undertake even one of these recommendations if there is no foundation of trust with the health influencer. Trust and credibility. It doesn’t get any simpler than that. But it’s not easy.

Dr. Rebecca Tobin

Dr. Tobin graduated from UNC Medical School in 1993. She went on to serve as chief resident of UNC Family Medicine.

Rebecca founded Comprehensive Family Medicine in 2005. Lives with her three children in Hillsborough, North Carolina. 

Why Digital Influencers Aren’t Enough

We live in a digital age, rife with social networks, digital publishing platforms, and online communities that tantalize marketers with a seemingly affordable and measurable way to reach large numbers of consumers. It’s no wonder marketers have flocked to digital tactics to support their brands.

But as the value of a digital impression has declined, due to ad blockers, bots, and a lack of consumer engagement, many marketers have altered their digital approach to focus on influencers as opposed to advertising. But are digital influencers like bloggers and social media darlings really an effective and compelling way to market to consumers?

Authors Ed Keller and Brad Fay think not. In The Face-to-Face Book, Keller and Fay conclude that real relationships rule in a digital age, with 90% of recommendations that lead to consumer action occurring offline. While the internet can deliver impressive scale, it is a mile wide and an inch deep, lacking the ability to deliver real engagement and real influence—the kinds of interactions that drive choice at shelf.

While digital remains an effective approach for building brand awareness and generating interest, a default reliance on digital influencers can be a mistake—particularly for healthy brands. According to the most recent IFIC Food & Health Survey, just  13% of consumers trust bloggers for accurate health & nutrition information. Turns out, these digital influencers have neither the trust nor credibility to effectively deliver healthy brand messages  or recommendations.   

Here is why face-to-face influencers deliver the results that digital influencers cannot:

1. Credibility

IFIC found that consumers trust dietitians/nutritionists and their own personal health professional more than other sources, including TV personalities, bloggers, and social media. Will your healthy brand messages be delivered to consumers by someone they trust?  

2. Appropriate Context

McKinsey & Company reports that the setting or context in which a recommendation is made is  crucial to the power of the message. Messages delivered within a tight, trusted network, such as that between a consumer and their health professional, have a greater impact than those circulated through dispersed communities.

3. Face-to-Face

There are 15 billion conversations about brands every week in America. With trust in traditional advertising down, and 90% of recommendations that lead to consumer action happening offline, marketers should focus on earning face-to-face recommendations from trusted influencers to cut through the clutter and maximize impact.

As Keller and Fay found, good marketing starts with conversations, and some conversations are more impactful than others. By all means, healthy brands should build awareness digitally.  But, if marketers want their brand to become part of a consumer’s everyday choices, they must have their messages the information delivered from a trusted source, in the right context, and face-to-face.

Trust in Health Professionals Continues to Grow

The annual IFIC Food & Health Survey, released this month, is chock full of fascinating data on Americans’ relationship to food. The entire report is worth a read, but one finding that jumps out at us is that Americans trust dietitians/nutritionists and their own personal health professionals more than any other source. The IFIC survey has shown this to be the case for many years—trust in these professionals only continues to grow, while trust in bloggers and digital sources of information is falling. This is why we are so passionate about face-to-face interactions with influencers as a way for healthy brands to engage consumers.