Independent supermarkets rank higher for consumer satisfaction when compared to national chains. A national grocery shoppers survey — conducted by Nielsen on behalf of the National Grocers Association — showed that independent grocers perform highly in featuring fresh food, the selection of locally grown produce and other packaged goods, and high-quality fresh fruits and vegetables.

Of respondents who primarily shop at an independent supermarket, 82 percent reported being very/extremely satisfied compared to 65 percent of respondents who reported being very/extremely satisfied with a national chain.

“In an extremely competitive industry, independents are finding innovative ways to differentiate themselves in the marketplace and are doing so with much success,” Peter J. Larkin, president and chief executive officer of NGA, said in a press release. “With their strong community roots and the agility to respond quickly to consumer demand, independent grocers are on the forefront of meeting customer demand, particularly in areas such as local and fresh.”

The survey segments data by independent shoppers from regional and national chain shoppers and provides analysis into consumer attitudes and behaviors. Insights from the survey, along with recommendations on how independents can identify trends and implement strategies to grow their bottom lines were presented during an educational session at The NGA Show.

“Survey results show once again that grocery shoppers are extremely satisfied with the experience they are having with independent grocery stores. While independents can grow their market share by leveraging their strengths, there are areas of opportunity for growth, such as in the health and wellness categories and offering dietitian services,” Laurie Rains, vice president of U.S. Retail Consumer & Shopper Analytics at Nielsen, said in the release.

“The results from this survey provide good recommendations that independent grocers can implement to win in the marketplace. NGA is providing resources to our members to help them implement new business strategies to grow their bottom line,” Larkin said.

According to the survey results, independents shoppers value locally grown fresh foods and source traceability more than national and regional chain shoppers.

More information is available at www.nationalgrocers.org/consumertrends.