SOLUTIONS
2021 Holiday Entertaining Guide What Item Do You Bring When You’re the Guest of a Gathering?
having a celebration with an older family member, but you may feel comfortable with a Friendsgiving.” Even if they aren’t seeing everyone 75% bring a dessert this holiday season at big parties, people or sweet treat definitely want to connect in person. “We do see interest overall from consum63% bring a snack, ers who want to spend more time with starter or appetizer friends and family, and some people will be looking to the holidays as a reason 60% bring alcoholic to get together,” Bartelme predicts. Acbeverages cording to Mintel’s latest research, 69% of U.S. consumers won’t miss a chance Only 28% just bring to celebrate with others, and, underscorthemselves ing the power of sentiment, the same percentage say that they now realize the Source: Inmar Intelligence importance of holiday celebrations. Rick Stein, VP of fresh foods for Arlington, Va.-based FMI — the Food Industry Association, agrees. “I think consumers will want to gather, they will want to travel more than they did last year, and they will want to celebrate the fact that they are gathering,” he asserts. As for gatherings, there will probably be more of them, kicking off right after Halloween and running through the New Year, with people ready to look ahead to a brighter 2022. “Don’t just immediately think about the 25 th of December and Thanksgiving — there will be things like Friendsgiving, neighborhood-giving and even just gifting for the holidays with food,” says Jonna Parker, principal at IRI’s Fresh Center of Excellence, in Chicago. “I don’t think we’ve capitalized on mini-occasions to make fresh food turnkey.” The upshot for grocers in this fluid environment is to offer a mix of products and portions that cater to different levels and kinds of celebrations. Some shoppers will want the biggest turkey and an extra-large bag of potatoes, while others will stick
to everyday sizes. In addition to providing options for a range of occasions, retailers should let their customers know that they have multiple solutions based on their unique needs, an approach that aligns with shoppers’ growing desire for personalization and customization. Sally Lyons Wyatt, EVP and practice leader, client services for IRI, offers some advice: “Occasion-based assortment, with occasion-based messaging. Make it easier on your shoppers — make them want to come into the store and engage, and find those same options online.” Making it easy for consumers is a goal that cuts across all types of festivities, agrees Stein. “I go back to the macro-trend of convenience — you need to have items and programs prepared for that type of customer and that type of convenience they are looking for,” he notes.
This holiday season, people will definitely want to connect in person, industry experts agree.
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