US Center of the Store Market Report 2023
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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.
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.
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.
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 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.
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.
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