Online Grocer Peapod Launches Healthy Food Filter  6/1/2017

As we've seen from our interviews with retail buyers and suppliers at ECRM's various grocery EPPS meetings, the wellness trend continues to drive consumer demand for healthier options. Not only are retailers seeking out these healthier products for their stores, they are increasingly marketing and merchandising around them.

Case-in-point: Online grocer Peapod is making it easier for its shoppers to find healthier foods by expanding its filtering capabilities to include four new nutrition filters: Non-GMO, Sugar Free, Vegan and Vegetarian. 

Adding to Peapod's already robust Sort Feature, shoppers can now customize their searches with 16 features specific to nutrition preferences, in addition to a variety of filters including brand preference, price and sale specials.

"Our customers have told us that one of the pain points of traditional in-store grocery shopping is the overwhelming selection and the time it takes to read labels in order to find what they need," said Carrie Bienkowski, Peapod's Chief Marketing Officer. "While we all want options, we also want to find what we're looking for and to do so quickly. As a digital player, we can create personalized, curated shopping experiences to help consumers find what they're looking for with just a few clicks. These tools also help our shoppers discover new products that meet their specific needs.

Peapod Nutrition Filters
The new filters are based on growing consumer food and nutritional trends, as well as Peapod's own consumer insights. According to research from The Hartman Group, 42 percent of consumers read nutrition labels before purchasing and non-GMO labeling is becoming increasingly important to consumers as sales of non-GMO products are predicted to hit $330 billion by 2019, cites Packaged Facts research. Moreover, Vegan and Vegetarian filters were added as plant-based diets continue to gain popularity.

"Our customers are often early adopters of emerging trends," says Bienkowski. "As such, we're able to utilize our keyword search data to stay ahead of the market. Since adding the Organic filter in 2014, it has become our most frequently used filter and all Peapod carts now have at least one organic item."

Enhanced smart shopping tools represent Peapod's commitment to revolutionizing how consumers shop for groceries. With over 12,000 products including fresh produce; meat and seafood; deli items; natural and organic foods; and a wide range of prepared foods and easy-to-prep meal kits, Peapod is a one-stop shop for convenient meal solutions and weekly stock-ups of pantry staples.

About Peapod
Ahold USA-owned Peapod has delivered more than 40 million orders delivered to date, and offers delivery to both homes and businesses, and has over 200 pick-up locations. Its service is available in 24 metro markets across New York, New Jersey, Connecticut, Rhode Island, Massachusetts, New Hampshire, Illinois, Wisconsin, Indiana, Pennsylvania, Maryland, District of Columbia, and Virginia.

Peapod Nutrition Filter creates a personalized digital aisle to help shoppers find Non-GMO, sugar-free, vegan and vegetarian

Joseph Tarnowski

VP Content

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