Shoppers Willing to Be Inconvenienced for High-Quality Foodservice at Retail
Source: Rick Stein, Vice President, Fresh Foods, Food Marketing Institute
These days, convenience is the name of the game. Just look at how shoppers select their primary store. According to FMI’s 2019 U.S. Grocery Shopper Trends report, 67% of shoppers rate convenience from home as one of the key attributes of their primary grocery store and 50% say a store must be convenient from work or along daily commute. These findings are even more pronounced for Gen Z and Millennial shoppers. With the need for ease and simplification so high among shoppers, why would more and more consumers be willing to inconvenience themselves when it comes to foodservice? FMI’s 2019 Power of Foodservice at Retail report looks at consumer behaviors around the deli and foodservice departments in grocery stores. Initial findings of the report, which will be released in early September, suggest the foodservice department is a key area where food retailers can differentiate themselves. For example, shoppers report being willing to drive further or visit a store they do not often frequent in order to purchase high-quality foodservice items.