Refrigerated & Frozen Foods Retailer

Retailers who help shoppers find healthy Mediterranean food products see sales gains. That news is more anecdotal than anything else, since there isn’t an industry-recognized category for Mediterranean foods and therefore no compiled data. But, fueled by medical research and media reports, consumer interest is clearly growing.

 

“Big retailers are asking for information,” says Melissa Saitta, president, Mediterranean Meals, Marco Island, Fla. (239-389-8787) “because of the recent media hype around the new research that the Mediterranean diet helps with dementia and Alzheimer’s.” She notes that people have known for some time about the health benefits of the Mediterranean diet as it relates to diabetes and cholesterol. But the more recent news has encouraged additional shoppers to try Mediterranean products.

 

“The new research is exciting,” says Nicki Heverling, project manager, Mediterranean Foods Alliance, Boston, Mass. (239-389-8788) “because it shows how Mediterranean foods can have a positive effect on all regions of life.” She notes that her parent organization, Oldways Preservation Trust, recently asked nutritional scientists to review their Mediterranean food pyramid and found that “not too much needed to be changed.”

 

“Communicating the good-health message is challenging,” notes Heverling. “First, there are so many items involved — they cover the entire grocery store. Then there’s the word ‘diet’ — pretty negative,” she observes. Also, “Mediterranean” sounds a little “foreign” according to Heverling, but not much can be done there.

She and other food experts suggest using terms such as “lifestyle,” which is positive and carries a long-term message. “People are looking for long-term health benefits,” says Heverling. “The Mediterranean lifestyle is the answer for many.”

 

She adds that “The general understanding of healthy fat is not keeping pace with unhealthy fat.” However, when they do get it, she notes that “people get excited about eating fat and carbs.” The critical component is moderation, which is a big foundation of the Mediterranean lifestyle.

 

“People are often surprised when they learn that the Mediterranean diet is very close to what they are already eating,” says Heverling. “Just different proportions.”

 

Fear-of-fat, which helped Oldways get started in the 1990s, appears to have been replaced by confusion, possibly due to all the media attention to trans fats. While most Americans know they should avoid trans fats, only 21% could name three food sources of trans fats in a recent survey published in the Journal of American Dietetic Association, Chicago (800-877-1600).

 

While these numbers show a slight increase in awareness over the last few years, the obvious conclusion is that more communication is needed. Retailers can play a key role. (For more information about consumer perceptions go to the International Food Information Council’s Website: http://www.ific.org/).

John McGuckin, exec vp of sales for Sabra, Astoria, NY (631-753-5370) used to suggest that retailers merchandise Mediterranean foods as a destination in the deli area. “But now that the awareness of the Mediterranean lifestyle has grown,” he notes, “we can’t do that. People are beginning to realize that probably 30% of the items in the grocery store fit the Mediterranean lifestyle.”

 

The hummus category, traditionally one of the Mediterranean food banner products, is growing by double digits. “As more people understand the benefits of these products,” says McGuckin, “they drive sales.” If that sounds like good news, it is. Even better news: “There is a huge population base that has yet to try hummus,” says McGuckin.

 

“Taste is a big motivator for trying hummus, right up there with the health benefits,” according to McGuckin. “Hummus needs to be highly flavorful in order to have a solid Mediterranean proposition,” he says.

 

According to McGuckin, a new study by Mintel International, Chicago (312-932-0400), shows that about half of US consumers won’t eat dips and spreads because of negative connotations, including:
• Too much fat (e.g., sour cream and mayonnaise).
• They are bad for me.
• They are not “authentic” (artificial ingredients).
• We need chips to eat them (more fat).

 

As McGuckin works with retailers to help consumers see the benefits of hummus over dips and spreads, he has seen an explosion of new shoppers in the deli. “With attractive price points ($3-$5) and likely sales of accessories (pita instead of potato chips) hummus is a key force behind overall deli growth.”

 

One interesting point from McGuckin: “We do not see our growth coming at the expense of other brands. The category appears to be growing incrementally and that can only be driven by new users.”

 

Marketing experts agree that it is tough to segment Mediterranean food shoppers. In addition to the wide range of products found throughout the entire store, the range of shoppers includes just about anyone who wants to eat healthy.

 

That makes the “Eat Healthy” theme viable as a selling proposition for products that collectively make up the Mediterranean diet. Saitta notes that this might be where the freezer case has an advantage.

“Retailers can designate a Mediterranean section in the freezer case,” says Saitta “just as they do in the deli,” She also suggests, “connecting the dots” between the freezer and the related items in other parts of the store. Methods include recipe cards and fresh cut vegetables, a big part of the Mediterranean diet. “Do the cutting,” recommends Saitta. Saitta notes that some of the very health conscious shoppers may not be aware that they are buying Mediterranean foods. “The entire population can eventually be the target for a healthier diet,” she predicts.

 

“Spring is one of the best seasons to promote Mediterranean foods,” says Saitta. “The brilliant colors — deep purple, red, and green — lend themselves well to visuals that tie-in with the colors of spring.”

 

“This is one area where restaurants could learn from stores,” says Saitta. “Menus have way too many thick sauces, cheeses and meats.” That is not Mediterranean. But simplicity, grilling, sautéing with lemon and olive oil — that’s Mediterranean.

 

Deli departments have been ringing up healthy sales with this theme. Now is the time for frozen departments to get in on the action.

 

Dan Raftery is president of Raftery Resource Network. He can be reached at Dan@RafteryNet.com.

Dan Raftery is president of Raftery Resource Network.