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Social Data Mining: Grocery Shoppers Tell All!

As a grocery retailer, it’s your job to know what your consumers want on the shelves.

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As your BtoB solution, it’s our job to know our customer’s customer. That’s why SAP social analytics has conducted a study to find the latest trends in health, shopping, and technology within the grocery industry. SAP’s grocery sentiment analysis research can help make your marketing smarter, and as a result, your consumers happier. We just need to provide the data to get you there.

Your customers want to live healthier lives:

SAP’s social listening tools enable us to look inside shoppers’ lists and see what trends and feelings are driving consumer purchases. The current sentiment online shows that health trends are up by 50% and most shoppers are willing to pay more for healthier foods like organic and non-GMO products. There is a net sentiment for social searches surrounding “health tribes.” These tribes include Vegans consisting of 4% of the population, whom is mostly concerned with quality. 15% of the population is vegetarian, and are mostly concerned with finding the recommended amount of protein in alternative sources. Finally, 1% of the population consists of Paleo dieters, looking for low-carb lifestyles. While people are looking towards healthier options in grocery stores, 18% of the mentions around healthy food also mentioned cost and budget. By far, the top negative sentiment around healthy food is that it’s “too expensive.”

Your customers want healthier lives on a budget:

Our sentiment analysis shows that the majority of households look for discounts when they shop and that loyalty card users love to see how much they save each trip. Most people love saving so much, that we have seen the interest in online coupons rise from 15% to 47% from 2010 to 2012. Healthier living is a major motivator, but saving is also its own reward. However, 81% of social mentions around grocery prices are still negative. How can we provide healthier options and still save money?

Your customers want to make their lives more efficient:

In 2014, most shoppers will use their mobile devices to make grocery lists or schedule a delivery. Not only does this allow for more convenient and efficient shopping, it also allows for coupons to be shared via mobile. It’s no wonder that the social sentiment around grocery apps and technology is 62% positive. Not everyone could be looking for a bargain when they are shopping, but grocery apps pave the way for much advancement in health advocacy, loyalty programs, and efficient in-store experiences.

Interested in learning more about SAP’s sentiment study on what grocery shoppers are talking about in social media? Download the infographics here.

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