Opportunity

While the boost in grocery sales due to COVID-19 may not last forever, consumers’ eating habits are moving toward fresher, healthier, and more natural foods over the long term. During the pandemic, Sprouts landed a new branding to increase sales in e-commerce site, provide curbside and delivery service from orders made through its app and website. Sprouts used the pandemic as an opportunity to accelerate its plan to attract younger audience with a healthy living style. 

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Life Cycle

To elevate Sprout’s profile in the market from a retailer known for lower pricing on fresh foods to one that is recognized for better quality and distinction of those items. 
To tell the stories behind the reality of the products in store in terms of differentiation and fresh produce offer.

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Market Research

Sprouts summarizes its strategy as providing “healthy living for less” and creates an atmosphere that appeals to health-conscious customers looking for fresh, natural food.

 

Sprouts has an already well-developed categories of vitamins, produce — particularly organic — and frozen, the latter of which stands out for its appeal to different dietary tribes.

 

Sprouts uses a hybrid sourcing model that allows it to enjoy the cost benefits of scale while also delivering locally-sourced produce. It buys the bulk of its produce in large quantities from traditional outlets while sourcing specialty produce items locally. Sprouts’ smaller, more focused store models enable it to offer certain specialty items at quantities too small for more conventional grocers and deliver a uniquely fresh and local experience for shoppers.

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Strategy

Sprouts Famers Market is not only providing the most affordable price for organic and fresh produce, but also building around differentiations in elevated quality of the natural-focused products, where all the them in Sprouts have their stories.

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Tone&Brand Image

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Friendly, confident, trust-worthy, lively and kind, like the good neighbor.

A grocery retailer where sells healthy, organic fresh foods and vitamins in a reasonable price. 
“Healthy living for less.” Old tagline. 

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Target Audience

 

According to Mosaic USA Handbook of 2020, the type G Young City Solos are a group of younger and middle-aged singles living active and energetic lifestyles in metropolitan areas. Their head of household ages are 25-30 years old. Their typical marital status single, without kids or being a single parent. They are downtown commuters who rent the space in an apartment or condo. The average household income distributes from $50000-$74999. They are the group with a higher educational background with a bachelor or graduate degree. The young city solos pursue an active lifestyles, where the gym and outdoor places are their favorites. They care about the environments and stay active for environmental changes. They're leans toward liberal politically. The young city solos are the “journeymen” when it comes to technology adoption, who pays attention to the technological innovations. They are heavy social media and mobile users, who also spend time watching TV. Young city solos are the growing power in the city, who prefer a healthier lifestyle and seek for innovative changes. 

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