Month: June 2022

Half of Americans Hide their Sugary Sweets in Secret Stash

Posted on by Kick Writers

Shopkick’s National Candy Month data reveals chocolate is king; Reese’s and M&Ms reign supreme

With National Candy Month coming to a close, it is a perfect time to reflect on the who, what and why of the great candy buys. Shopkick, a leading shopping rewards app, asked America all about their favorite confectionery and found that brand-loyal consumers are purchasing between $5-$10 worth of chocolate a few times a month from their grocery store.

In an online survey of over 15,000 confection-buying consumers, conducted from June 12 – June 16, Shopkick discovered sweet insights into America’s candy preferences. 

Key Insights Include:

  • Loyalty Above All: Even amidst overall wavering brand loyalty, nearly all consumers (90 percent) have pledged allegiance to their favorite candy brands.
  • Sugary Secrets: Turns out, 46 percent of consumers have a secret stash for their sweet treats.
  • Heart Full of Chocolate: Chocolate dominates as the favorite candy category among the majority of consumers (90 percent). Reese’s and M&M’s are tied for consumers’ favorite chocolate candy (57 percent respectively), followed by Hershey’s (48 percent) and Snickers and KitKats (47 percent each).
  • Spread the Love: For the consumers that do not reach for chocolate first, the next most sought category of candy is sweet (66 percent), followed by sour (38 percent), minty (28 percent) and spicy (11 percent).
  • Fan-Favorites: The top pick amongst consumers for sweet candy is Starburst (55 percent) followed closely by Skittles (53 percent). Consumers’ favorite sour candy is Sour Patch Kids (73 percent), their favorite minty candy is York Peppermint Patties (64 percent) and their favorite spicy candy is Hot Tamales (52 percent).
  • The Need for Sweets: While 87 percent of consumers buy candy to satisfy their sweet tooth, some crave it more than others. Other consumers buy candy a few times a month (36 percent), a few times a week (22 percent) and once a week (20 percent).
  • Cost of Confection: When it comes to how much consumers are willing to spend on sweet treats, about half of consumers (47 percent) plan to spend between $5 and $10. Other consumers plan to spend less than $5 (39 percent), between $11 and $20 (12 percent) and between $21 and $50 (2 percent).
  • Shopping For Sugary Goodness: Consumers are eager to fulfill their sugar fix, with the majority shopping in-store to do so. Ninety-three percent of consumers purchase candy at grocery stores, followed by candy and convenience stores (69 percent), events like movies and concerts (14 percent) and online and through subscription services (8 percent).
  • Candy Consumption Whereabouts: The majority of consumers’ favorite place to enjoy their confectionary treats is from the comfort of their own home (89 percent). Other consumers snack on sugar while traveling in cars, airplanes, trains and boats (73 percent) and at the movie theater or drive-in (34 percent).
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Celebration of Pride

Posted on by Kick Writers

On Thursday, June 9th Shopkick attended the Brand Innovators Pride & Inclusivity Summit hosted by LVMH luxury brands and The Bar, an LVMH Employee Resource Group (ERG) with members who self-identify as part of the queer community along with allies. The ERG meets regularly to promote awareness, empowerment, and career advancement. As part of their support, The Bar will march together in the upcoming NYC Pride parade this Sunday. 

The summit audience was inspired by dozens of companies including Clarks, Dove, and the event hosts, LVMH, sharing how they are promoting inclusivity and awareness in their organizations. After having the privilege of attending the event, we wanted to document a few of our key takeaways. 

Reach Out

For Tara McRae, Clarks CMO, inclusivity is about community outreach. The moderator posed the question, “how does a 200+-year-old shoe brand founded in the UK maintain relevancy?” Clarks weighed in that they remain fresh and relevant with several initiatives, spotlighting their ambassador program. Recently, Clarks held a contest where the winning shoe design was produced and sold to key retailers. Clarks also hosts a mentor/mentee program where both parties support each other and share their own extensive knowledge regarding inclusivity.  

In a separate conversation, Esther Whalte Cisneros of the Estee Lauder Company shared the advice: “Start small.” “Our products must look like our consumers, so we started with our skin tones.” ELC also added initiatives such as recruiting at Historically Black Colleges and Universities (HBCU’s). 

Tune In

Revry is a streaming network that highlights LGBTQ-first TV. Paul Kontonis, Chief Marketing Officer, shared that Revry is a “free, queer TV that you just might lean into more than just during the month of June! Marketers like Lexus and McDonalds share their messages all year long.” On Revry, you’ll find movies, series, and live TV. You can tune in on Roku, AppleTV, DirectTV, Samsung, and more! 

End Hair Discrimination 

Studies found that some children as young as 5 years old have experienced negative comments and discrimination about their hair. Erin Goldson, brand manager at Unilever and Dove Hair, is helping to change lives by promoting legislation (the CROWN Act Petition) on the state level with 500,000 signatures. Help make a change for our children by signing the CROWN act petition here.  

Shopkick Pride Month 2022

To continue standing as members and allies of the LGBTQIA+ community, Shopkick and Trax launched the first Employee Resource Group, the LGBTQIA+ ERG! What month could be more fitting than June, the month we raise the rainbow flag up high and celebrate the LGBTQIA+ community for its historic accomplishments and collective efforts to continue to advocate for a more inclusive world. This year, to show support, banners were created, virtual meeting backdrops were implemented, company-wide guest speakers were invited, pride-related offers were in-app, and donations to LGBTQ+ organizations were made.  

Katrina Kibben, one of our guest speakers and CEO/founder of Three Ears Media, spoke about how to build belonging in the workplace, especially regarding the proper pronoun usage. A critical part of helping people thrive at work is creating a safe space to collaborate and connect. Building belonging at work starts with the employee experiences, taking small steps that lead to more inclusive communication, and taking notice of the gendered language that is intertwined into everyday speech. 

Creating a safe workspace also starts with understanding that pronouns mean something different to everyone. Pronouns are a special and unique way people identify how they feel in this world. To build an inclusive workplace, it’s important to understand what pronouns are and why they are important. If you want to learn more about building belonging in the workplace, check out Katrinas site here. 

For the pride-related in-app offers, Shopkick collaborated with brands and retailers like Ulta Beauty, QVC & HSN, Kohls.com, and Walmart for pride gift guides, apparel, and book lists. 

 Shopkick is also thrilled to announce we have donated to The Trevor Project in honor of Pride Month. The Trevor Project is an American nonprofit organization that focuses on suicide prevention efforts among lesbian, gay, bisexual, transgender, queer, and question youth. To donate or learn more about The Trevor Project, follow this link. 

By: Stella Araya-Weil 

 

Inflation is Impacting 72 percent of Americans’ Summer Plans

Posted on by Kick Writers

Even amidst inflation concerns, Shopkick survey finds that 61 percent of consumers still plan to travel this summer

Although consumers are faced with near-record inflation and looming recession concerns, they are still making plans for some fun this summer. Astronomical gas prices are not stopping consumers from hitting the road either as 83 percent of consumers are relying on cars for their summer travel plans, followed by airplanes (41 percent), trains (6 percent), cruises (6 percent) and buses (5 percent).

Key Insights Include:

  • Financial Concerns: Americans everywhere are experiencing serious financial difficulties, so it is not surprising that 59 percent of consumers say cost is a main concern when it comes to making summer travel decisions this year. Other important factors include the types of activities available such as amusement parks, museums and tours (17 percent), travel convenience (13 percent) and distance (7 percent). 
  • COVID Concerns: Additionally, the majority of consumers (73 percent) say COVID concerns are not impacting their travel plans, and neither are environmental concerns (78 percent).
  • Save Up to Fuel Up: For those 83 percent of consumers relying on cars as their mode of transportation, the majority (55 percent) expect to spend between $151 and $500 on gas this summer, while others plan to spend between $51 and $150 (23 percent), $501 and $1000 (15 percent), over $1,000 (5 percent) and less than $50 (3 percent).
  • Summer Spending: When it comes to how much consumers are anticipating spending on travel expenses this summer compared to last, 41 percent plan to spend less overall, 37 percent plan to spend more and 22 percent plan to spend the same amount.
  • Consumer Compromises: The majority of consumers who plan to spend less on vacation this summer are compromising on food and drink (60 percent), lodging and accommodations (56 percent), experiences (56 percent), souvenirs (55 percent), and transportation (32 percent). Those who plan to spend more are allotting a bigger budget for transportation (78 percent), food and drink (65 percent), lodging and accommodations (57 percent ), experiences (39 percent), and souvenirs (16 percent).
  • Summer Savings Plan: Of those consumers spending less, they plan to utilize coupons and rewards apps to help afford summer travel expenses (45 percent), travel closer to home (42 percent) and book discounted accommodations (28 percent). Other consumers plan to hold or stop traveling altogether until inflation prices decrease or COVID cases decline (54 percent ) and change their mode of transportation to save money on gas (18 percent).

“After two summers stuck at home, people are eager to take their postponed trips, see long-distance relatives, and go on vacation, but inflation is creating significant financial challenges for Americans,” said Brittany Billings, EVP, strategic markets & marketing at Shopkick. “Our data shows that inflation is not stopping consumers from traveling, but forcing them to be strategic about budgeting and cautious with overall spending. During the summer months, retailers should be prepared with products that consumers actually need, such as groceries and household essentials, or items that have longevity with greater perceived value versus single-use. Consumers should  keep an eye out for retailers leveraging steep discounts and promotions as a result of excess inventory.” 

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2022 Summer Fancy Foods Show: What We Expect

Posted on by Kick Writers

On Sunday, June 12th, the Specialty Food Association’s Fancy Food Show kicks off, and Shopkick is excited to join the industry’s top emerging and leading brands from the first session to the last on Tuesday, June 14th.  

Dedicated exclusively to specialty foods and beverages, the Fancy Foods Show is the industry’s largest show in the United States, with over 10,000 participants at its Winter 2022 conference in Las Vegas and expecting over double for the Summer session. While we are undoubtedly looking forward to hearing about (and hopefully tasting) the latest innovations in the space, Shopkick is especially interested in the trends and insights that the “thousands of dollars worth of category data and analysis” can offer (SFA, n.d.).   

After generating over 26.6 million in-aisle engagements and 1.86 million purchases in the Food and Beverage category in 2021, Shopkick is enthusiastic about increasing these numbers in 2022 and beyond by keeping current with the direction of the industry. Coupling the forward-thinking knowledge we will gain from the Fancy Foods Show along with our first-party research, we’re confident in the innovation Shopkick can drive both for our current partners, future partners, and our users. 

While at the show, we’ll have our eye on innovations in the health and wellness spaces, as our research shows that consumers are increasingly concerned with what they put in their bodies and how it affects them and the world around them. Shopkick’s users are making an effort to include plant-based products in their shopping carts, with 49% doing so at least once every few grocery trips citing general health benefits, the fact that they feel better, and weight loss, as the three main reasons behind doing so. Shoppers are not just basing their cart decisions on what’s in the product, but also on what’s around it. Over 59% of surveyed users are more likely to purchase a brand with sustainable packaging than one without, 38% going as far as to say they would pay more for a product if it was sustainably packaged. Brands need to be ready to align their values with those of the consumer, and we’re excited to learn how the leading brands are doing so. 

There is no telling what innovations will come from this event, but we know whatever they will be, they’ll have a distinct and veritable impact on the food and beverage industry. Shopkick will be there for every moment, and if you’d like to discuss the industry, trends, or how Shopkick can help your brand awareness, you can schedule a meeting with us here or contact us. If you can’t join us there, be sure to keep an eye out for a follow-up article on what we learned as a result of hearing from and speaking to those that are at the forefront of the industry! 

By: Nick Schramm 

Specialty Food Association. (n.d.). Reasons to attend the summer fancy food show. Specialty Food Association. Retrieved June 10, 2022, from https://www.specialtyfood.com/shows-events/summer-fancy-food-show/attend/reasons-attend/

The Blurring Sweets & Snacks Category: Creating Experiences with Indulgence and Function

Posted on by Kick Writers

It isn’t news that the world shifted dramatically because of the pandemic. Most of the conversations have been around tangible scenarios – i.e., where we live, where we work, and where we shop. These changes have brought tectonic shifts that grab the headlines in real estate market shifts, The Great Resignation, and the management battles of hybrid vs. office.  

The next phase of the impact of these shifts on the consumer product goods / fast-moving consumer goods (CPG and FMCG) industry will determine the leaders and laggards in the hearts and minds of consumers and shoppers. The start of these shifts was on full display at the 25th Annual Sweets and Snacks Expo in Chicago before Memorial Day. 

One overarching trend that was evident was how the industry has moved towards crucial areas such as sustainability, food sensitivities, and organic production – due to the shift towards brand purpose and consumer trends towards healthier options.  

One other critical area that manufacturers demonstrated was based on consumer insights intersected with meeting the shopper needs of portion/calorie control, portability, and the collision of flavors – in sweet & salty, sweet & spicy, and tons of licensed products to expand flavor profiles across products.

Some other observations across the show floor included: 

Shark Tank Effect:

It seems as if there are more and more food products featured each week on the Shark Tank, and that’s evident through seeing previous founders and their products on display.  It wouldn’t be surprising to see a “Shark Tank” section at future events! 

Selective Indulgence Meets Choiceful Health:

Manufacturers were not shy about providing more and more indulgent options – but only when married with single-serve, individually wrapped and other easy to snack yet made to not overindulge packaging.

Founder and Product Stories:

In addition to the trend toward purpose-driven brands, the industry was eager to put their story on display. In many cases, the story of the founder and their inspiration and life stories while larger manufacturers shared key insights around the shopping experience and the need for added value, the shopping experience, and the value/deal impacting the perceived quality. 

One consistent driver of these product and category trends that was evident was that the breakthrough products and differentiators for success at the shelf were going to be made through value and experiences.  Shoppers want their products and retailers to provide value and be mindful about what truly denotes value – aligning with core values, additional value beyond couponing, and having fun along their customer journey. Consumers and shoppers want social and fun – and want to feel like they are part of a community.  Sometimes that community is exhibited via social and sustainable values, and sometimes it is in the form of how they attain added value within their purchases. The industry also shows that consumers will find value in an explosion of flavors and gravitate towards products that lead the charge across the themes that were on display. Brands need to differentiate now more than ever – and get the shopper to try their new products, invest in them and understand their defined value. 

By: Paul Robinson 

As one of the leading engagement opportunities for brands, products, and retailers, Shopkick users echo this need.  If you would like to understand how your brand can create value without eroding your margin, read our success stories and contact Shopkick.