This report covers perimeter grocery shopping extensively, focusing on the consumer perspective. The perimeter of the store includes food categories typically found along the interior perimeter walls of supermarkets, grocery stores and most supercenters. Below, we’ve summarized the key topics covered and provided handpicked insights from the report.

Key Topics Covered

  • Perimeter shopping methods, behaviors and changes in shopping behavior.
  • Grocery department associations.
  • New trial incentives.
  • Attitudes toward perimeter grocery shopping.
  • The market and external factors influencing the market.
  • Retailer activity and opportunities.

Perimeter Grocery Shopping Market Overview

Inflation has kept perimeter grocery sales from dropping as consumers have been weighing the cost-savings of home cooking against out-of-home-dining. With freshness now an affordable luxury, the market is expected to grow steadily until 2028. Despite high prices, the quality and presentation of in-person fresh foods will continue to drive perimeter sales going forward.

Perimeter Grocery Shopping Consumer Statistics

Consumers continue to enjoy shopping the perimeter of the grocery store, as the experience remains key to routines.

  • In-person perimeter shopping is not yet to be replaced by online shopping despite growth in that space, as 84% of consumers say they enjoy the process of picking out their own fresh products.
  • 36% of consumers have chosen fresh over non-fresh in the last year to treat themselves. While financial and other stressors have created a lasting impact, creating small moments of joy with fresh foods remains important.
  • Almost three-quarters of shoppers say store brands allow them to save money without sacrificing quality. As private labels’ elevated image may be growing, consumers are beginning to hold store brands to the same standards as name brands.

Perimeter Shopping Market Opportunity

Showcasing different cuisines can provide novelty or even nostalgia to consumers shopping for a fresh experience on the perimeter. Younger consumers particularly gravitate toward cultural offerings, as 37% of Gen Z use the perimeter to try something new.

Find data-backed analysis of the consumer perspective in this report. You may also be interested to browse our library of grocery retail market research.

Brands Referenced

Various brands are discussed within the scope of the report. Leading brands referenced include Krogen, AeroFarms, Gotham Greens, Dom’s Kitchen + Market, Weis Market, Hy-Vee, Target, and more. 

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Expert Analysis

Leading food and drink analyst Adriana Chychula delivers expert industry insight with this report.

Stop and taste the samples. Perimeter shopping is all about sensory experiences that can’t be replicated with ecommerce – but online tools can strengthen it all.

Adriana Chychula, Analyst – Food, Drink, and Nutrition


Adriana Chychula
Analyst, Food, Drink & Nutrition

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Perimeter shopping methods
    • Graph 1: perimeter of the store shopping methods, 2023
    • Graph 2: perimeter of the store shopping methods, by generation, 2023
    • Graph 3: perimeter of the store shopping methods, by parental status, 2023
    • Grocery department associations
    • Changes in shopping behavior
    • Graph 4: changes in shopping behavior, 2023
    • Graph 5: changes in shopping behavior, by area, 2023
    • Graph 6: changes in shopping behavior, by generation, 2023
    • Perimeter shopping behaviors
    • Graph 7: perimeter of the store shopping behaviors, 2023
    • Graph 8: perimeter of the store shopping behaviors, by area, 2023
    • Graph 9: perimeter of the store shopping behaviors, by generation, 2023
    • Graph 10: perimeter of the store shopping behaviors, by parental status, 2023
    • Interest in perimeter features
    • Graph 11: interest in perimeter features, 2023
    • Graph 12: new product trial incentives, by generation, 2023
    • Graph 13: new product trial incentives, by parental status, 2023
    • Graph 14: new product trial incentives, by area, 2023
    • Attitudes toward perimeter of the store
    • Graph 15: attitudes toward perimeter of the store, 2023
    • Graph 16: attitudes toward perimeter of the store, 2023
    • Graph 17: attitudes toward perimeter of the store, NET agree, by generation, 2023
    • Graph 18: attitudes toward perimeter of the store, NET agree, by generation, 2023
  3. Competitive Strategies

    • Opportunities
  4. The Market

    • Market drivers
    • Graph 19: openness to private label, 2023
    • Graph 20: changes in shopping behavior, by financial health, 2023
    • Market size and forecast
    • Market segmentation
    • Graph 21: total US retail sales and forecast of perimeter of the store foods, by segment, at current prices, 2018-28
  5. Appendix

    • Graph 22: grocery purchase responsibility, by generation, 2023

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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