instore - October 2016 - 16


cover story

Of the seven food categories queried for supermarkets - baked goods,
fully-cooked meats, deli sandwiches, prepared salads, sides, pizza, and
sushi - millennials showed a strong preference for the last two, though
the cuisines came in last when respondents were asked about their
frequency of purchase. With millennial's numbers and buying power,
it's only fair to say that demand for (and sales of) freshly prepared pizza
and sushi will likely grow given time for the generation to enter its most
lucrative age range. Deli sandwiches and sides are currently selling far
more, but being purchased most often by Gen-Xers, who are currently in
that optimal time in their lives that's characteristic of financial security
and spending. However, sales of those items in the future may wane as
Gen-X purchasing power does.
As far as gender is concerned, no real differences were found in
purchasing behaviors other than the fact that women purchase side
dishes 8 percent more often than men. This could be explained by the
fact that women typically eat less than men, so therefore buy grab-andgo food items that are smaller.
Those two categories to watch though - pizza and sushi - varied in
popularity across regions. The percentage of consumers who say they
have purchased prepared pizza in the last year came in predictably
strong in the Northeast at 53 percent, but also in the Southwest at 50
percent. Those who have purchased sushi predominantly come from
the Southwest as well, at 36 percent. Sushi got the lowest purchase
percentage in the Midwest at 20 percent, most likely because it's inland,
while pizza had its lowest number come from the West at 33 percent.

Ninety-five percent of those
those same consumers who say
they have purchased prepared
foods in the last year also rated
supermarket performance
highest in the quality of being
16 * OCTOBER 2016 * instore

easy to grab-and-go. Grab-and-go
is followed by being able to satisfying a craving in the moment,
freshness, having strong
visual appeal, and of course,
indulgence.

More
c-store
possibilities
RYAN ALCANTARA

SUSHI AND PIZZA
COMING UP HOT

"Among non-purchasers, it's
worth noting that 77 percent
recognize that supermarket
prepared foods are easy to graband-go," Hellmer says. "There is
a clear opportunity for supermarkets to improve perceptions
among those non-purchasing
consumers that their prepared
foods are fresh, a good value
for the price, and are visually
appealing. If you improve these

"Today's shoppers want to know
where the food they're consuming
comes from."
Eric Richard, IDDBA

perceptions and add to it the
already strong recognition that
the items are easy to grab-andgo, supermarkets will have a
full-value proposition in the most
important purchasing drivers."
Richard agrees, adding that
perceived health benefits and
a prepared food's 'free-from' or
'full-of' ingredients list are also
important to tout.
"Today's shoppers want to
know where the food they're
consuming comes from,"
Richard says, "so it's important
for retailers to promote this in
all of their messaging channels,
from the product's label and
display signage, right up to its
marketing - be it print, Web, or
social media."
Richard also suggests that
catering to younger generations'
adventurous palates is a good

way to up-jump sales. "Retailers
should stay in tune with trending
cuisines and flavors to develop
new grab-and-go concepts, and
think outside of the box when
they develop them, in ways that
make your stores stand out."
And as you might have already
guessed, younger respondents
are more inclined to agree with
the favorable statements about
grocery stores than older ones
- millennials and Gen-Xers gave
supermarkets higher approval
over Boomers in five of the eight
categories rated, differing by
10 to 16 percentage points from
their elders.

Profit potential
shows itself
So what are the most frequently
purchased prepared foods in
the supermarket? The data is



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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