instore - October 2016 - 15


cover story

Supermarkets

have
top spot

93% of all consumers surveyed have purchased
retail foodservice in the past year
97%

93%

88%
74%
67%

Why c-stores don't
reflect well in stats
There is one fact that all of the
data seemed to point out loud
and clear: when considering
where to purchase their prepared
foods, shoppers more often look
to supermarkets than c-stores,
and for a variety of reasons - all
of which can lend insight into
how to kick up those profit
margins for the latter.
"Among all respondents, 93
percent have purchased prepared
foods from supermarkets and 61
percent from c-stores," Hellmer
says. "Slicing the data by our three
age groups, we see that millennials and Gen-Xers are the leaders
in purchasing prepared foods
from both channels, but with
much higher proportions buying
from supermarkets."
Though again, there are other
factors to consider. "There
definitely is a disparity, but it may
not be as great as consumers say,"
Lenard adds, who as part of the
NACS has grilled consumers on
anything and everything related to
c-stores, and found that sometimes it's their very convenience
that can work against them during
those surveys.

41%

Millennials
GenX
Boomers
Supermarket

"Consumers are much more
likely to recall supermarket visits
because they have a limited set
of favorites that they regularly
use," he says. "However, they also
may go to dozens of different
convenience stores during a year,
whether in town or on the road,
and they may not easily recall
each visit. We've encountered
the same situation in polling, and
found that c- store trips are often
too convenient and hassle-free
to stand out, and that we needed
to prod respondents to get a full
recall of their experiences."
Richard, having done ample
survey work himself in regard to
the supermarket channel with
IDDBA, also says there's more to
see between the lines of these
results than you might think at
first, and context is key.
"I think (the cause of the gap)
comes down to two factors,"

Convenience Store

Richard says. "First, traditional
supermarkets continue to expand
their selection of prepared food
items in keeping up with industry
trends and tastes. Second, most
consumers do the majority of
their shopping in supermarkets.
They're already in the store, so
it makes logical sense that they
would be more likely to purchase
prepared food items there rather
than at c-stores. That said, it's
important to note that some
c-stores have made a strong push
in capturing a greater share of the
freshly-prepared market by adding
more in-store options for shoppers,
like made-to-order sandwiches
and freshly-baked bread."

Supermarkets are
on the right track
Of the 950 people surveyed for
this study, only 70 of them said
that they have not purchased

any prepared foods from a
supermarket in the last year.
Both groups were asked to rank
their level of agreement with
various statements regarding
supermarkets' prepared foods
offerings - that they are fresh,
interesting, convenient, and so
forth - and those answers were
then compared and contrasted
to gain further insight into these
shoppers' minds.
What was uncovered is a clear
demonstration that not only
does almost everybody know
about retail foodservice and buy
prepared food items, but they're
very happy about the development within the industry
- and rate their supermarket's
prepared food performance far
higher than those who haven't
bought any in the last year,
giving them an average approval
rating of 38.25 percentage points
higher than their counterparts.

instore * OCTOBER 2016 * 15



Table of Contents for the Digital Edition of instore - October 2016

instore - October 2016
Editor's Note - Knowing the consumer
Table of Contents
News - On our radar
Cover Story - What's Driving Retail Foodservice Consumers?
Commissary Insider - October 2016
Insight Insider - Bantam Bagels
Food Safety - Controlling salmonella
Equipment - IBIE machinery debuts
Packaging - Portion control
Operations & Logistics - Inventory software
By the numbers - Value-added fruit
Need to know - Sushi saturation?
Feature - Dietitians: the new necessity
Feature - Peanut Butter Black Bean Brownies
Consider - Holiday cheese trays
On display - New Year's Eve
First to Market
Ad Index
instore - October 2016 - instore - October 2016
instore - October 2016 - 2
instore - October 2016 - Editor's Note - Knowing the consumer
instore - October 2016 - 4
instore - October 2016 - 5
instore - October 2016 - Table of Contents
instore - October 2016 - 7
instore - October 2016 - News - On our radar
instore - October 2016 - 9
instore - October 2016 - Cover Story - What's Driving Retail Foodservice Consumers?
instore - October 2016 - 11
instore - October 2016 - 12
instore - October 2016 - 13
instore - October 2016 - 14
instore - October 2016 - 15
instore - October 2016 - 16
instore - October 2016 - 17
instore - October 2016 - 18
instore - October 2016 - 19
instore - October 2016 - 20
instore - October 2016 - 21
instore - October 2016 - 22
instore - October 2016 - 23
instore - October 2016 - 24
instore - October 2016 - 25
instore - October 2016 - 26
instore - October 2016 - Insight Insider - Bantam Bagels
instore - October 2016 - CI2
instore - October 2016 - CI3
instore - October 2016 - CI4
instore - October 2016 - CI5
instore - October 2016 - Food Safety - Controlling salmonella
instore - October 2016 - CI7
instore - October 2016 - Equipment - IBIE machinery debuts
instore - October 2016 - CI9
instore - October 2016 - Packaging - Portion control
instore - October 2016 - CI11
instore - October 2016 - Operations & Logistics - Inventory software
instore - October 2016 - CI13
instore - October 2016 - CI14
instore - October 2016 - CI15
instore - October 2016 - CI16
instore - October 2016 - 27
instore - October 2016 - 28
instore - October 2016 - 29
instore - October 2016 - By the numbers - Value-added fruit
instore - October 2016 - 31
instore - October 2016 - Need to know - Sushi saturation?
instore - October 2016 - 33
instore - October 2016 - Feature - Dietitians: the new necessity
instore - October 2016 - 35
instore - October 2016 - 36
instore - October 2016 - 37
instore - October 2016 - 38
instore - October 2016 - 39
instore - October 2016 - 40
instore - October 2016 - 41
instore - October 2016 - Feature - Peanut Butter Black Bean Brownies
instore - October 2016 - 43
instore - October 2016 - Consider - Holiday cheese trays
instore - October 2016 - 45
instore - October 2016 - On display - New Year's Eve
instore - October 2016 - 47
instore - October 2016 - First to Market
instore - October 2016 - Ad Index
instore - October 2016 - 50
instore - October 2016 - 51
instore - October 2016 - 52
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