Description

“Foodservice is a key strategic focus for retailers as they compete with restaurants and other foodservice operators for consumer food dollars. Expanded menu options, streamlined ordering and easy pairing with fresh foods to be cooked at homes represent ways for retailers to leverage their own strengths and respond to consumer demand for convenient, freshly prepared meals.”

– John Owen, Associate Director, Food and Retail

This Report looks at the following areas:

  • 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

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Category outlook, 2022-27
                • Opportunities and challenges
                  • Increase frequency among the most engaged users
                    • Figure 2: Prepared food at retail purchase frequency, 2022
                  • To increase frequency, get beyond dinner with family
                    • Figure 3: Prepared food at retail consumption occasions, by purchase frequency, 2022
                  • Make it easy to pair prepared foods with home cooking
                    • Figure 4: Attitudes toward foodservice at retail – Flexibility, by usage frequency, 2022
                  • Key consumer insights
                    • Young adults with kids are a key heavy-using contingent
                      • A positive trend for frequency
                        • Convenience is essential but not a given
                          • Heavy users’ food choices reflect use occasions beyond family dinners
                            • Purchasers would like to see more healthy options
                            • Market Factors

                              • Growth in spending on food away from home compels retail foodservice investment
                                • Figure 5: Food expenditure share: At home vs Away from home, 2017-22
                              • Prepared foods value story could appeal in a weakening economy
                                • Figure 6: Perception of personal finances, 2021-22
                            • Competitive Strategies and Market Opportunities

                              • Innovating around speed and convenience
                                • Figure 7: Interest in retail foodservice concepts – Grab-and-go and online ordering, by purchase frequency, 2022
                              • Starbucks at Target Curbside
                                • Amazon Go adds customization
                                  • Quick delivery of prepared food and convenience groceries
                                    • Keep blurring the line between grocery retail and foodservice
                                      • Figure 8: Attitudes toward foodservice at retail – Supplementing home cooking with prepared foods, 2022
                                    • Dom’s Kitchen & Market focuses on meals, merges retail and foodservice
                                      • Vegan restaurant chain adds groceries
                                        • Enabling mix-and-match orders
                                          • Strengthening relationships with restaurants and ties to the community
                                          • The Retail Foodservice Consumer – Fast Facts

                                            • Young adults with kids are a key heavy-using contingent
                                              • Convenience is essential but not a given
                                                • Heavy users look beyond family dinners
                                                  • Heavy users look for variety
                                                    • Frequent users more likely to express interest in online ordering
                                                      • Purchasers would like to see more healthy options
                                                      • Purchase Frequency

                                                        • High purchase incidence makes increasing frequency key path to growth
                                                          • Figure 9: Prepared food at retail purchase frequency, 2022
                                                        • Young adults with kids are a key heavy-using contingent
                                                          • Figure 10: Prepared food at retail purchase frequency, by demographics, 2022
                                                        • A positive trend for frequency
                                                          • Figure 11: Year over year change in prepared food purchase frequency, by purchase frequency, 2022
                                                      • Reasons for Changes in Purchase Frequency

                                                        • Convenience is essential but not a given
                                                          • The food and the experience
                                                            • Health and value
                                                              • Figure 12: Reasons for purchasing more prepared foods at retail than a year ago, by age, 2022
                                                            • Those cutting back cite comparisons to home cooking
                                                              • Figure 13: Reasons for purchasing fewer prepared foods at retail than a year ago, by age, 2022
                                                          • Purchase Locations

                                                            • Traditional supermarkets face competition from all sides
                                                              • Figure 14: Prepared food at retail purchase locations, 2022
                                                            • Younger shoppers less reliant on supermarkets
                                                              • Figure 15: Prepared food at retail purchase locations, by age, 2022
                                                            • Frequent purchasers buy in wider array of channels
                                                              • Figure 16: Prepared food at retail purchase locations, by purchase frequency, 2022
                                                          • Consumption Occasions

                                                            • Prepared foods provide an answer to “what’s for dinner?”
                                                              • Figure 17: Prepared food at retail consumption occasions, 2022
                                                            • Heavy users turn to prepared foods for routine occasions beyond family dinners
                                                              • Figure 18: Prepared food at retail consumption occasions, by purchase frequency, 2022
                                                          • Types of Foods and Drinks Purchased

                                                            • Retail foodservice starts with rotisserie chicken but shouldn’t end there
                                                              • Figure 19: Types of prepared foods and drinks purchased at retail, 2022
                                                            • Heavy users look for variety beyond family dinners
                                                              • Figure 20: Types of prepared foods and drinks purchased at retail, by purchase frequency, 2022
                                                          • Interest in Retail Foodservice Concepts

                                                            • Value and variety top the wish list
                                                              • Figure 21: Interest in retail foodservice concepts, 2022
                                                            • Frequent users more likely to express interest in online ordering
                                                              • Figure 22: Interest in retail foodservice concepts, by purchase frequency, 2022
                                                          • Attitudes toward Foodservice at Retail

                                                            • Purchasers would like to see more healthy options
                                                              • Figure 23: Attitudes toward foodservice at retail, 2022
                                                            • For frequent purchasers, prepared foods at retail hit a value sweet spot
                                                              • Figure 24: Attitudes toward foodservice at retail – Value, by purchase frequency, 2022
                                                            • Make prepared foods a complement to home cooking, not a replacement
                                                              • Figure 25: Attitudes toward foodservice at retail – Flexibility, by usage frequency, 2022
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms

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