The Season of Nonfoods: Unlocking Basket Growth

By: Lucinda Pierce, Specialist, Research & Insights, FMI

As a self-described foodie, when first considering the role of nonfoods in my life, it was easy to minimize the importance of these items. Yet, for all of the fond memories of meals shared — there were plates teeming with generous portions, napkins cleaning eager mouths, and many resealable bags in hope that there would be leftovers. Nonfoods have an undeniable place alongside food retail, and by capturing consumer share in this category, retailers can double basket size compared to food-only purchases.

I'll be the first to admit I'm not exactly a restrained shopper. I enjoy wandering, allowing the items to guide me more than my shopping list. Throughout the year, I find creative reasons to add a themed desk trinket to my cart, a habit I share with 25% of shoppers who purchase seasonal items like barbeque or holiday goods each month. With more than half of shoppers buying their seasonal items in-store, and 49% being an occasional or usual impulse purchase, maximizing on the presence of your store's seasonal items is a necessity.

A consumer's life is complex and evolving, as they enter new life stages, experience new things and see their needs continuously shift. The seasonal nonfoods category offers the unique advantage of meeting diverse needs and providing functional stability. Forty percent of shoppers make seasonal item purchases each year, prioritizing affordability, best value and quality. Personally, I shop for the stores that meet my needs affordably without sacrificing quality. As we head into the busy holiday season, filled with presents, decorations and events, having a reliable source for nonfoods will be essential.

The nonfoods aisle in grocery stores is a strategic goldmine for driving sales growth and customer loyalty. By bringing nonfoods and food items together under one roof, you're tapping into a powerful synergy that benefits both retailers and consumers.

Dive into FMI's Power of Nonfoods report, exploring consumer shopping patterns across eleven key nonfood categories. To help retailers navigate this dynamic landscape, FMI hosted two free digital seminar series focused on nonfoods. These discussions uncovered valuable insights and provided actionable data for retailers and marketers to understand better and respond to evolving consumer behaviors in the dynamic grocery retail landscape. Don't miss this opportunity to unlock growth in your stores.

Download The Report    Access the Recordings