instore - October 2016 - 18


cover story

Top 5 most purchased supermarket prepared foods
73%

Baked goods

68%

Fully cooked meats

65%

Deli sandwiches

61%

Prepared salads

58%

Sides
Have bought

21%
22%
26%
29%
32%

Would buy

as encouraging as it is obvious:
baked goods and fully-cooked
meats take the top spots. Because
who doesn't like being able to pick
up some rolls with their rotisserie
chicken on the way home from
work, or a slice of cold cream pie
with their hot wings?
"This finding shows the overall
trend in prepared food consumption at the supermarket level,"
Richard agrees. "As recent studies
have shown, people are eating
away from home at a higher
percentage than in the past.
Supermarkets can capitalize
on this by offering a variety of
choices for shoppers looking for
fully-cooked meal options, and
baked goods pair nicely with
these fully-cooked meals."
Richard went on to say that
while bakery department
sales have actually gained by
5 percent over the last year,
in-store bakery bread sales
have actually remained flat
- or in some cases, they have
even dropped off. But in light
18 * OCTOBER 2016 * instore

of prepared foods, the time has
never been riper to kick those
sales back up.
"Retailers can boost their bread
sales by pairing it with other

"I think it's time
for brands to
treat c-stores the
same way they do
supermarkets..."
Phil Lempert, industry expert

products that shoppers might
naturally purchase in the same
basket, like in the rotisserie
chicken example," he says. "These
correlations exist both in fresh
perimeter departments and in
center-store, and they create
opportunities to engage shoppers
on eating occasion ideas, and
ultimately, help to drive sales."

Side dish
potential!

Following closely behind baked
goods and cooked meat are
deli sandwiches and prepared
salads, with the four categories
seeing only 7 to 11 percent of
respondents saying that they
would not or would never
buy those items, and the rest
predominantly saying they
already have or would.
The white space for future
growth, of course, lies within that
section of people who 'would'
buy these items. "There's a clear
opportunity for growth across
all of these categories," Hellmer
says, "but in particular pizza, side
dishes, prepared salads, and cold
and warm deli sandwiches have
great potential."
That potential can translate into
very real profits. For example,
this means that there's potentially 36 percent more people-
which translates to 342 out of
every 950 of your customers
- that would start putting their
money where their mouth is
if you begin offering prepared

pizza. Thirty-two percent would
buy sides alone. So if your
supermarket sees 950 or more
shoppers a day, expanding your
offerings could lead to a marked
increase in sales.

C-stores still fight
wrong perceptions
Convenience stores tell a different
story. Of the eight different
categories rated in regard to their
performance, they share their top
three with supermarkets (easy
to grab-and-go, satisfies a craving
in the moment, and is indulgent)
but lacked a high performance
in freshness and visual appeal,
which came in at 59 and 65
percent, as compared to supermarkets' 79 and 78 percent.
While supermarkets' positive
ratings ranged from 51 to 95
percent, c-stores' rated 47 to
91 percent among purchasers
of prepared foods. Similarly,
non-purchasers rated supermarkets' performance between
19 and 77 percent, while c-store
non-purchasers rated their
performance between 17 and
69 percent, showing again that
overall - whether or not you buy
them - supermarkets are viewed
as having better prepared foods
than c-stores. And again, it all



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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