ROCKVILLE MD – Sales of prepared foods and ready-to-eat foods at retail will reach $32.45 billion in 2012, up 7.5% from 2011, according to "Prepared Foods and Ready-to-Eat Foods at Retail," a just-released report from Packaged Facts. The prepared foods retail net extends across a wide number of retail formats, but supermarkets command majority share. Supermarkets garner 60% of prepared foods purchase visits, trailed by Wal-Mart (15%) and convenience stores (12%).
The market for store-made meals and prepared foods — which include rotisserie or fried chicken, hot pizza, hot food bars with Asian-style entrees, sushi bars, deli sandwiches, and soup and salad bars — is doing well in this period of economic doldrums. That's partly because meals cost are not on par with fast food and family restaurant options, they beat them — making them accessible to a wide range of household incomes. Strong, high-quality store-brand portfolios are a significant advantage for prepared foods retailers in keeping the price points of prepared foods down, and part of the winning formula. Retailers from Costco to Kroger to Safeway to SUPERVALU continue to grow and leverage their private label products in conjunction with developing their foodservice programs.
Although classic comfort dishes often hold sway in prepared food programs, supermarkets are increasingly providing and marketing fresh food items consistent with ongoing health trends, and supermarkets receive generally positive marks from consumers regarding prepared food healthfulness. Whole Foods has particularly been a trendsetter in educating customers on health, food and diet. Its Health Starts Here program, Wellness Clubs and Whole Kids Foundation not only serve to educate Whole Foods customers, they also build customer relationships and good will.
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