How can retailers win over moms this holiday season?

During the holidays, entertaining is just part of the season. ConAgra Foods offers insights on how retailers can win over shoppers this holiday season by offering ways to:

• Make traditional meals for large family get-togethers their own, with new side dishes and desserts they can serve confidently.
• Assemble quick, simple, convenient meals for daily needs between family events.
• Encourage family bonding and multi-generational connections with activities such as cookie exchanges and baking with kids.
• Fill a multitude of treat needs that match moms' relaxed food rules this time of year, such as hot cocoa and popcorn.

With increased entertaining out of the house, moms are looking to fill their daily household food needs with little fuss. This way they can focus on making a traditional meal with her own twist and create the memories that go along with the season. Shoppers succeed at both by planning as early as November, and using store-provided shortcuts that help them multitask.

Since holidays have many eating occasions and more people to satisfy, moms prefer tasty supermarket solutions that lift holiday spirits and free up time to enjoy special moments. 

In 2010, one supermarket staged a chain-wide holiday promotion that resulted in an almost 9 percent lift in incremental volume for a 12-week period (ending Jan. 9, 2011).The promotion centered around a consumer incentive that offered instant $5 savings or $10 to use in their next shopping trip when participating brands were purchased. By featuring the promotion in weekly ads, direct mail, and in-store booklets, consumers were able to quickly identify the holiday brands that would make the season easier to entertain — at a value!

Retailers can bring more life to Holiday 2011 by focusing on popular brands of the season. These them include: 

• Swiss Miss hot chocolate mix, made of premium cocoa and fresh milk—a perfect drink for the colder months and for richer, more indulgent foods. Reformulated to have 25% fewer calories, it has as much calcium as an 8-ounce glass of milk.

• Orville Redenbacher's Poppycock, a gourmet offering in ready-to-eat sweet popcorn.  Tops in its segment with a 31.1% dollar share, the brand over-indexes with high-income households and drives the sweet segment to 25% holiday incrementally. Available in large canisters for gifting, small canisters for entertaining, and bags for self-rewards, Poppycock is a holiday mainstay.

• Also key Wesson Oil for baking and cooking; Peter Pan peanut butter, Chef Boyardee and Marie Callender's Bakes for quick, simple, convenient meals; Hebrew National franks in blankets for entertaining; Marie Callender's frozen pies ready-to-heat or bake; Hunt's Snack Pack for easy desserts and treats; and Reddi-wip as an ideal topping for hot chocolate, pies and puddings.

 

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