Seen and heard Big names in the industry took the stage at Canadian Grocer’s GroceryConnex conference in Toronto

SEEN & HEARD

Big names in the industry took the stage at Canadian Grocer’s

GroceryConnex conference in Toronto in November, covering a range of topics including sustainability, inflation, employee engagement and supply chain disruptions. Here’s what they had to say: Elevating e-comm with service “We don’t have third-party people deliver. We have our own delivery trucks, our own delivery people, our own set of customer service expectations for them. So, if a customer asks to have the groceries brought in and put on their counter, then that’s exactly what we do. We’re trying to do this great service and great prices—that’s where we want to “Fuelling happier and healthier lives is as important live, where we have to live as we move for our team members as it is for our customers. So, forward to the next year or two.” we’ve started down a path—we signed up with an —DARRELL JONES, president, Pattison Food Group organization called the Good Jobs Institute a few years ago and we’re continuing to roll out [the Good Jobs Strategy]. That includes standard hours so people know how many hours they’re going to get every week. It’s not fluctuating so they can plan and budget for their homes, etc. And we’re making a journey to a living wage, which is a long-term journey for us. We’re doing a lot more cross-training across our stores so a cashier could work in grocery or produce and vice versa … those are the kinds of things that are part of the Good Jobs Strategy, so we’ll continue to focus on those areas; for us it really helps with retention.” —ANTHONY LONGO, president and CEO, Longo’s After three tough years … “The last three years have been tough …but it really helped build resiliency and a strong team ethic...It took collaboration and teamwork to another level, so we’re stronger, but there are some side effects and casualties. We have more vacant positions than we’ve ever had...We need more people and that’s a big challenge.” —Metro president and CEO ERIC LA FLÈCHE

How tech can meaningfully enhance the shopping experience “There are a whole bunch of things I could talk around [such as] pricing algorithms or targeting engines. I won't do any of that. That's all important, but I think the biggest thing from a consumer perspective is that you start to engage more digitally before you come into the store, and that you start to build the experience before you're even in the store. And then, when you're in the store, that digital journey continues. That [second part] is a big area of focus.”

—GREG RAMIER, president, Market Division, Loblaw ON TREATING TEAM MEMBERS RIGHT

BREAKING FREE OF STEREOTYPES “We’ve made a commitment to have no stereotypes in advertising. If you looked at a Tide advert or a Pampers advert 20 years ago, it was typically a mother doing the cleaning, changing the baby, and on every aspect of diversity we've said, ‘Right, no stereotypes.’ We can make a difference because those adverts are in everybody's homes. If we make a conscious decision, we're going to get rid of stereotypes and we're going to try and drive the right messages, it can make a big difference.” —GERALDINE

HUSE, president,

P&G Canada

WE’RE ALL IN THIS TOGETHER

“What the recent months and years have taught me is, collaboration is everything. We need to continue to build these partnerships. We need to work together. We've got the same objectives to provide great quality products for consumers at affordable prices. And that's what we need to stay focused on because we all share that goal and certainly when we work together, we're stronger together.”

—Lactalis Canada president and CEO

MARK TAYLOR

ON CREATING A CULTURE OF BELONGING

“We recognize a lot of people that work for Bimbo Canada are in manufacturing. We've got to continue to improve the lives of those that work in manufacturing. Historically, it hasn't been sexy to work beside a hot oven. The shift work is hard. So, we've committed to improve the lives of those people, too. We know that it's hard to make sure they get days off together and have a work-life balance, but it's important for those folks.”

—WENDY OUTRAM, VP North America procurement, Grupo Bimbo

THE BIG SQUEEZE

At GroceryConnex, NielsenIQ’s Carman Allison shared how consumer spending has changed as inflationary pressures mount

it’s beginning to Look a lot like a recession. But NielsenIQ isn’t waiting around for the government to call it. At Canadian Grocer’s recent GroceryConnex conference, held in-person in Toronto, Carman Allison explained how NielsenQ is now measuring what it dubs a “consumer recession:” when the core habits of traditional consumption have shifted, forcing shoppers to behave as though a recession is already here.

In his presentation, “Gauging a Consumer Recession,” the vice-president of thought leadership, North America said: “We don’t want to wait six months for the government to say we’re in a recession. We want to understand consumers.” The overall consumer recessionary gauge for the third quarter came in at 71%. “We’re actually getting there, and when we get to over that 80% level, we’re knee-deep in a recession,” said Allison.

As inflationary pressures continue to squeeze consumers’ wallets, the vast majority of Canadians (94%) are changing how they grocery shop to save money. Nearly half (48%) seek out stores with the lowest prices, 44% shop at retailers with loyalty points, 26% shop at stores closer to their home, and 24% shop more at discount retailers. When it comes to products, 38% of consumers only buy essentials, 37% buy private-label products, 36% buy less expensive brand-name items and 34% buy larger sizes for better value.

Bulk buying is a key savings strategy in a range of categories including paper products (61%); canned foods (54%); laundry and fabric care (46%); coffee or tea (45%); shelf-stable sauces (45%); and beans, rice or pasta (45%). Consumers are also seeking promotions: 66% stock up when items are on sale, 44% only buy items on sale, 31% use coupons and 27% price or ad match.

While Allison said it sounded like “doom and gloom,” there are opportunities for grocers and manufacturers. For example, as consumers look to save money, some out-of-home meal occasions will shift back into the home. In addition, kids are back in school and many people have returned to the office. “So, convenience, value and meal solutions are going to be a great opportunity moving forward,” he said.

When it comes to private label, Allison said retailers would “continue to benefit” from the current landscape. “If you’re a manufacturer, you need to innovate and differentiate even more. It’s not the time to take your foot off the pedal.” When you innovate, he explained, “a lot of times you can justify the higher price point.” —Rebecca Harris

on 75 successful years nourishing the health and well-being of our communities in Quebec and Ontario

GROCERY’S GRAND RETURN

Canadian Grocer’s GroceryConnex, which combines the Thought Leadership CEO Conference, Generation Next Awards, and the Golden Pencil Awards, made its in-person debut on Nov. 21, bringing together retailers and manufacturers for a full day of presentations, expert panels, networking and awards.

With the theme of "Future Forward," discussions focused on where the industry is heading, what opportunities lie ahead and where change needs to happen.

NielsenIQ’s Carman Allison offered a look at how Canadians are changing how they grocery shop to save money and outlined ways grocers and manufacturers can help. (read more on page 24)

In the retail leadership panel, Anthony Longo (Longo’s), Darrell Jones (Pattison Food Group) and Eric La Flèche (Metro) delved into consumer trends, in-store technology and dealing with Canada’s labour crunch, while CPG leaders Mark Taylor (Lactalis Canada), Geraldine Huse (P&G Canada) and Wendy Outram (Grupo Bimbo) discussed supply chain issues, DE&I efforts and sustainability.

Canadian Grocer also recognized 22 of the industry’s rising stars with the 2022 Generation Next Awards (read more about the winners on page 50), and capping off the day was the Food Industry Association of Canada’s Golden Pencil Awards, which this year honoured Carmen Fortino (Metro) and Michel Manseau (Kruger Products). CG