Big Lots may not be the top retailer that comes to mind when considering gluten-free grocery shopping options. But the retailer is making a push into the gluten free and organics space. And it’s working to get the word out.
Marketing Gluten Free at Big Lots
Big Lots features an “ad” for organics and gluten-free products on the front page of its circular for the week of April 10. The ad indicates that “hundreds of [organic and gluten free] items” are available.
A search of Big Lots website reveals some additional marketing around the retailer’s “healthy” food offering. The site includes a link to definitions used on product packaging to assist shoppers in making the “right” choice. Big Lots’ site also states that:
“Natural foods should be affordable and delicious! Shop Big Lots first for gluten-free and organic foods for every meal throughout your day. From snacks to munch on between meals, to organic teas that quench your thirst first thing in the morning, we have options to make healthy eating simple and delicious! We carry certified organic and gluten free products.”
While Big Lots probably is not top of mind on consumers’ consideration list for gluten free, shoppers may take a look – or a second look – if the product choice and pricing is right.
Merchandising Gluten Free at Big Lots
A recent Big Lots store visit reveals increased merchandising efforts to highlight gluten-free products carried by the retailer.
- A large freestanding display is located in the main front aisle of the store near the checkout lines. It is highly visible with colorful signing to draw shopper attention. Big Lots’ brand promise of “big deals for every meal” rings loud and clear. A smaller sign provides some educational information “about gluten free.” Items displayed predominantly include a variety of salty and sweet snacks, including crackers, popcorn, rice cakes and tortilla chips.
- Several endcaps also feature gluten-free goods, including one highlighting sweet treats (below left) and another with pasta and grains (below right).
Pricing Gluten Free at Big Lots
As per the retailer’s brand promise and signing, shoppers indeed are likely to find “big deals for every meal” at Big Lots. As expected, prices are discounted compared with mainstream grocers and natural supermarkets and are nothing to scoff at. For example:
- Nabisco’s new Good Thins – the Rice one – (formerly known as Rice Thins in the gluten-free world) are priced at $2.00 for a 3.5-ounce box. It really is a “crazy good deal” when compared with conventional supermarket pricing, e.g., $2.99 regular retail at the local Giant Eagle. Oddly though, boxes with both old and new packaging reside side-by-side on Big Lots’ shelf. This could speak to “poppy & sesame seed” rice crackers perhaps not being the most sought-out variety.
- A cornucopia of Bakery on Main granola bars can be found at Big Lots. Products primarily are a closeout deal due to (1) discontinuation of some unique flavors, e.g., peanut butter & jelly; and (2) outdated packaging. Regardless, the price is right at $2.50 for a 5-count box. This is half the price available at Bakery on Main’s website for the bars with updated packaging.
Key Takeaways
- Big Lots is one to watch in the gluten free and organic space. While not shopped as frequently as conventional grocery stores, consumers turn to Big Lots mostly for its “thrill-of-the-hunt” atmosphere. Right-priced gluten-free treasures may be worth the trip.
- Big Lots needs to do a better job in getting the word out to the gluten-free community. Increased social media activity may be the ticket in communicating with gluten-free shoppers. Watch for more to come from Big Lots.
