Explore how consumers are engaging with the US foodservice in retail market with this extensive report. Below, we provide the market definition, key topics covered, and offer hand-selected findings from the report itself.

Market Definition

This report examines consumer perspectives on foodservice concepts within grocery retail. These include in-store restaurants, partnerships with existing brands, meals prepared by store staff, hot and cold food bars, on-site alcohol bars, and packaged foods made in-store. It also covers made-to-order food stations within the store. The term “prepared food” encompasses both packaged and made-to-order options.

Key Topics Covered

  • A profile of category users with emphasis on the most frequent purchasers.
  • Reasons for increasing or decreasing prepared food purchase frequency.
  • Types of prepared foods and drinks purchased.
  • Prepared food consumption occasions.
  • Interest in prepared food innovation areas.
  • Attitudes toward prepared foods at retail, touching on health, indulgence, value, and variety.

Foodservice in Retail Market Outlook

The foodservice in retail market is growing after the pandemic, offering convenience and cost-savings for consumers. Retailers are focusing more on foodservice in their stores. However, there is a need for further innovation in simplicity and speed, as well as greater cuisine variety. Retail foodservice should aim to complement home cooking rather than replace it.

The Retail Foodservice Consumer Explored

  • Foodservice quality relates to the overall perception of the store. The quality of prepared foods is seen as a reflection of the overall quality of a supermarket. Frequent purchasers of prepared foods agree that the quality of a supermarket’s foodservice offerings can justify the overall quality of the store.
  • Relatively few buyers of prepared foods dislike cooking. So, by positioning prepared foods as a supplement to home cooking, rather than a replacement, retailers can add convenience without reducing the value of home cooking.
  • Traditional supermarkets are the main channel for foodservice in retail. This presents an opportunity for traditional supermarkets to leverage their strength with local restaurant partnerships or tap into regional cuisine.
  • Experiential concepts are becoming more common, but not above the basic necessities. Concepts like greater menu variety, packaged meals, grab-and-go items, and online ordering are more appealing to consumers than bars, restaurant-style seating, and outdoor space.

This report provides an in-depth exploration of how consumers are experiencing, and want to experience, foodservice in retail. Buy your copy today to see your customers as they are.

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Expert Analysis

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

In an increasingly competitive retail grocery competitive landscape, foodservice has become a key platform for differentiation and growth.

John Owen - Associate Director Food and Retail


John Owen
Associate Director, Food and Retail

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Prepared food purchase frequency
    • Graph 1: prepared food at retail purchase frequency, 2023
    • Graph 2: year over year change in prepared food at retail purchase frequency, by age, 2023
    • Reasons for changes in purchase frequency
    • Graph 3: reasons for purchasing more prepared foods at retail than a year ago, by age, 2023
    • Graph 4: reasons for purchasing fewer prepared foods at retail than a year ago, 2023
    • Prepared food purchase locations
    • Graph 5: prepared food at retail purchase locations, 2023
    • Graph 6: prepared food at retail purchase locations, by age, 2023
    • Graph 7: prepared food at retail purchase locations, by purchase frequency, 2023
    • Prepared food consumption occasions
    • Graph 8: prepared food at retail consumption occasions, 2023
    • Graph 9: prepared food at retail consumption occasions, by age, 2023
    • Types of prepared foods and drinks purchased
    • Graph 10: types of prepared foods and drinks purchased at retail, 2023
    • Graph 11: types of prepared foods and drinks purchased at retail, by age, 2023
    • Graph 12: types of prepared foods and drinks purchased at retail, by purchase frequency, 2023
    • Interest in retail foodservice concepts
    • Graph 13: interest in retail foodservice concepts, 2023
    • Graph 14: interest in retail foodservice concepts, by usage frequency, 2023
    • Attitudes toward prepared foods at retail
    • Graph 15: attitudes toward foodservice in retail – value, by personal financial status, 2023
    • Graph 16: attitudes toward foodservice in retail – routine and impulse, by purchase frequency, 2023
    • Graph 17: attitudes toward foodservice in retail – health, by age, 2023
  3. Competitive Strategies

    • Opportunities
  4. The Market

    • Market context
    • Market drivers
    • Graph 18: consumer spending percentage on food at home vs food away from home, 2023
    • Graph 19: assessment of personal financial situation, 2021-23
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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