TOP 5 WAYS FOR PREPARED FOODS TO COMPETE WITH RESTAURANTS IN 2025 (CONT.)
4. Communicate Environment-Positive Food & Packaging Features
Consumers are increasingly interested in where their food comes from and how it impacts the environment.
Most supermarket are already participating in several earth-friendly initiatives. Perimeters should be highlighting environmental efforts from every angle where applicable:
• Recycled, recyclable, or compostable packaging
• Sustainable, regenerative and non-GMO ingredients and options • Locally sourced ingredients and products • Environmental benefits of plant-based foods
• Food waste reduction partnerships with local food pantries or other community initiatives
Products with environmental claims have experienced stronger growth in the last five years compared to those without claims, so reminding shoppers of your efforts to be kind to Mother Earth can be a win-win.
5. Up Your Online Game
Addressing the way the perimeter appears online and truly bringing these impulse categories to the way consumers, especially younger consumers, order today will ensure you get the most out of these first four recommendations.
Online grocery sales are expected to total $219.3 billion in 2024, accounting for 13.7% of all grocery purchases. Yet, the grocery store perimeter remains ho-hum online.
The perimeter of the supermarket is the romance section, with better lighting, attractive displays, and a variety of ready-to-eat foods and fresh baked goods.
It is the ultimate impulse purchase driver and has long differentiated one store from the next.
It is the reason a shopper might go to one supermarket for center store and to another store for ready-to-eat meals and sweet indulgences from the perimeter.
It greets shoppers at the door when they shop in-store, with enticing displays and glass-front cases. Why not remind consumers of the beautiful in-store setting while they shop online?
That romance and impulse is not currently translating online – but it can, at least to a significantly better degree than it is today.
Rather than exciting displays and tempting presentations, online shoppers currently find just a product name, a mug shot, and nothing more. I have checked store after store and pie after pie and have yet to find a description and imagery that do the products justice, or that would move me to add one of them to my cart.
Stores and suppliers need to work together to make sure they are maximizing the opportunities of online shopping, by providing more – and better -- product information. Improve the online presentation of your products with detailed descriptions, features, benefits, nutritionals, and ingredients. Work with suppliers to maximize online opportunities and provide more tips and tricks for prepping or serving, along with more high-quality, enticing photography.
Don't miss out on better prepared foods and bakery/ deli sales due to poor online appearance.
Food and beverage products have the fastest year-over-year online sales growth among all product categories, up 19.6% in 2023. In that larger context, the supermarket perimeter fulfills a particular niche for consumers. Shoppers see the perimeter bakery as a tremendous value, with donuts and cakes having standout years. Nearly 50% of trips to the deli are stock-up trips, as shoppers recognize the convenience of prepared foods. Still, there’s room to grow and improve.
By meeting consumers where they are and communicating their unique opportunity for global offerings, snacking solutions, and health and environmental benefits, the grocery store perimeter can compete with both restaurants and center store. By embracing these strategies, especially in combination with an updated and enhanced online presence, prepared foods departments can capture more meal occasions and drive more sales in the coming year.
WHAT’S IN STORE | 2025
© 2025 International Dairy Deli Bakery Association
Top 5 Ways for Prepared Foods to Compete with Restaurants in 2025
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