US Center of the Store Market Report 2023

Covering shelf-stable and frozen foods—typically found in the center of the store—this report looks at the market performance of center-store groceries, and how consumers interact with this critical part of grocery shopping. Below, we summarise the key topics covered and offer handpicked insights from the report.

Key Topics Covered

• Analysis of sales trends for shelf-stable foods and frozen foods.
• The impact of rising prices on shopping behaviours and preferences in the center store.
• An assessment of the center store’s strengths and weaknesses compared to the perimeter.
• Shopper interest in a range of center-store product and promotion concepts.
• Opportunities to make the center-store shopping experience more engaging.

US Center-Store Grocery Market Size 2023-2028

After a period of disruption, center-store grocery retail is returning to a slow-growth pattern. Volume sales decreased in both major center-store segments in 2023 as consumption returned to pre-pandemic levels. However, inflation caused dollar sales to increase. Overall, Mintel’s forecast through 2028 reflects modest growth, as shown in the full report.

The Center of Store Consumer Explored

Preference for online versus in-store grocery shopping

While most consumers still prefer to shop in-store for groceries, about half of shoppers also make some of their center-store purchases online. Perimeter/fresh items are most likely to draw shoppers into physical stores, while larger pantry top-ups are often happening online.

Consumer perceptions of center-store grocery quality

While shoppers have noticed improvements, there are still doubts about the quality of center-store groceries. Nearly three-quarters agree that fresh foods are always healthier, and more than half believe center-store groceries are too processed.

Center-Store Grocery Market Opportunity

Center-store brands have made efforts to improve quality and health perceptions by reducing or eliminating artificial ingredients and added sugar. Yet, they still lag behind perimeter brands in terms of health perceptions. Marketers and retailers can sharpen the focus on nutrients and functional/health benefits of center-store products to improve perceptions.

Find a complete analysis in the full report. You may also be interested to browse our other retail market research.

Additional Features Included in Your Report

• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
• Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
• Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
• Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive library of market research reports.

Expert Analysis

Leading food and retail analyst John Owen delivers expert industry insights with this report.

Even as shoppers focus more narrowly on prices, the center store has the potential to drive deeper engagement and loyalty.

John Owen
Associate Director – Food and Retail