Canada's grocery retail landscape is fiercely competitive and constantly evolving. While factors like location and competitive pricing play a key role in attracting traffic, they are not the sole considerations for today's shoppers.
Canada’s grocery retail landscape is fiercely competitive and constantly evolving. While factors like location and competitive pricing play a key role in attracting traffic, they are not the sole considerations for today’s shoppers. Experience has emerged as a critical differentiator, with Home Meal Replacements (HMR), such as made-to-order meals and in-store dining, serving as a draw. In fact, three in five HMR consumers say they would specifically visit a grocery store for prepared or made-to-order meals, highlighting its growing importance.
Beyond the grocery sector, made-to-order meals are becoming a tool for retailers looking to attract customers in an increasingly omnichannel shopping environment, where online options are more accessible. This is where creating compelling in-store dining experiences can give retailers an edge in a crowded marketplace.
Additionally, younger adults and newer Canadians are emerging as key demographics driving demand for HMR. Having grown up in an era where quick-service and full-service restaurants are deeply ingrained in their lifestyles, younger generations tend to rely more heavily on convenient, prepared meal options. Offering innovative solutions in this space presents a substantial opportunity for retailers to attract and retain these consumers.
Consumers’ demand for convenience has made HMR essential for grocers. A matured market highlights the importance of consumer-focused strategies for growth.
Joel Gregoire, Associate Director of Food & Drink Reports
Mintel defines HMR as dishes or foods prepared/made-to-order by an employee, from stores where groceries are bought. Packaged items such as frozen pizza are not included in the definition.
The terms Home Meal Replacement (HMR) and prepared/made-to-order foods are used interchangeably throughout this Report.
‘Grocerants’ refers to dine-in or sit-down concepts that are part of a grocery store. ‘Grocerants’ can offer a full-service, restaurant-like ambiance with a comfortable dining room and/or wait staff.
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