b"Want to watch the full panel? Make sure to tune in at:www.youtube.com/watch?v=viFG_oK39jM Information Paramount When It Comes to Grocery ShoppingConsumers want information when grocery shopping, but information overload can happen.Ashley RobinsonGROCERY SHOPPING ISan important andlabeling for nutrition isnt always enough to make required task. For some its fun, while for otherssomeone buy something.its a chore. When walking those aisles or scrollingDiet trends can also impact what people are online, you may find yourself struggling with whatbuying and the information they receive about to buy. Some information can be helpful in makingtheir food. For example, while the trend towards that choice, while too much can have you ques- more people going gluten-free has led to increased tioning just what it is youre buying.options for gluten-free products for those with Nutrition has just become so confusing tohealth issues, it has also created instances where consumers, Kim Breshears, chief marketing officerproducts that have always been gluten free are for Potatoes USA, says during a recent episode ofbeing labelled gluten free.Seed Speaks. We have to keep getting the rightThat's introducing confusion to the market. If information that's out there so that consumers canI see a gluten-free waterthen I'm thinking well,Leslie Redmond serves make wise decisions. does that mean other water has gluten? And if Ias assistant professor in While consumers say they want nutrition infor- don't buy the one that says gluten-free does thatthe department of food mation and that they look at it when shopping,mean all the other ones, have it? So, it's introducingand human nutritional data shows that isnt always the case. A study doneconfusion to the marketplacewe just have to besciences at the looked at eye tracking to see what consumers lookreally careful, Redmond says. University of Manitoba.at on screenis it the nutrition information or areOne aspect of grocery shopping that is shifting they looking at something else such as the pictureis food appearance. With more people now shop-of the food product? ping for groceries online and movements such as Even though they're reporting high nutritionthe ugly produce push, consumers arent being as label use, their self-reporting is higher than theirpicky anymore about how their food looks.objective measure for actually using that nutritionConsumers aren't necessarily going into the label. So again, we know they want nutrition, westore as frequently as they were before and choos-know there's interest in nutrition and higher aware- ing products based on appearance. Now that ness of nutrition. But again, it remains inconsistent,doesn't mean that appearance isn't important to Leslie Redmond, assistant professor in the depart- a consumer. But I think weighing nutrition and the ment of food and human nutritional sciences at thevalue that that product delivers to their lifestyle is University of Manitoba, explains during the episode. probably of paramount importance, Breshears says. However, Redmond adds research shows ifThe shift to more online shopping is also reduc- Kim Breshears is chief nutrition information is provided, consumers willing impulse purchases. Redmond says studies aremarketing officer for perceive a product to be healthier than others. Butfinding theres lower spending on unhealthy andPotatoes USA.research also shows characteristics, such as taste,impulse sensitive items such as frozen desserts or flavor, appearance and texture, are important tograin-based desserts with online shopping, com-consumers and if those criteria arent met thanpared to when people grocery shop in person.SW22/ SEEDWORLD.COMSEPTEMBER 2023"