Focusing on your shopper’s primary concerns is important to being top of mind for meal solutions. Quality and freshness are what matter most, coming in ahead of price. When deli shoppers were asked why they buy prepared foods from the deli, food freshness and quality were the most important factors more than 80% of the time with value falling significantly lower at 69%.
Value and convenience are table stakes, not points of differentiation in the deli. When comparing the value of grocery deli vs. casual dining establishments, 68% of consumers reported they were about the same; however, barely 50% feel that way when it comes to quality and taste. Shoppers can get value and convenience with just about any prepared foods establishment so communicating freshness and quality are the best way to compete for larger share of meal solutions.
Total Meal Solutions Drive Profitability
Deli presents a huge opportunity to the retailer with total deli growth of more than 6% over the last 52 weeks. Retailers that understand the total value proposition lead the industry in dollars, long-term growth and highest price for products sold. Delis that focus on quality, freshness and product execution in stores are able to command a higher price point and still lead in volume growth. The total value proposition is the basis of every Best In Class leader in the category
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