While traditional grocery maintains a dominant lead in sales, a younger generation shows a greater propensity for supercenters and alternative channels — including online, dollar stores, convenience stores and farmers’ markets — when it comes to purchasing produce. According to The Power of Produce, a new study from Food Marketing Institute, 34 percent of older millennials identified a supermarket as their primary grocery store for produce and 50% of all shoppers identified a full-service supermarket as their primary outlet when buying fresh produce. Additionally, 55 percent of grocery trips contain fresh produce.
Lightbulb Moment: Complacency killed the competition. I have long said don’t take your eye off C-stores, they are evolving faster than most segments and moving laterally into fresh grocery, specialty alcohol. They are truly jacks of all trades and consumers are noticing just how fabulous they are in their new party dresses.