of the consumer returning to that same retailer on his/her
next trip is lessened,” he says. “Nowhere is this conversion opportunity more critical than in the health, beauty
and personal care department.”
Product Lines With Promise
There’s a lot of information out there about consumers’
interest in healthy eating. But there isn’t much focus
on beauty products and things such as OTC medicines
and vitamins. However, those are the kinds of products
industry experts say can give grocery retailers a compet-
“We feel these products are underemphasized by
retailers as part of their overall plan with regard to health
and wellness,” says Keith Wypyszynski, VP of member
services for GMDC. “As consumers assess what they put
in their bodies, they are also examining the products that
they’re putting on their bodies or around their bodies,
such as aromatherapy and cosmetics. The natural and
organic movement the industry is seeing also includes
natural personal care and homeopathic [items], espe-
cially for baby and children.”
Technavio’s Global Natural and Organic Personal
Care Products Market 2017-2021 report, for example,
projects that the global market for natural and organic
personal care products will grow to $17.6 billion by 2021,
at a compound annual growth rate (CAGR) of nearly
“When looking across total grocery baskets, the three
largest market baskets are skin care (beauty), oral care
(personal), and self-care,” Mechelse says. “In fact, a self-care basket is more than twice the size of a non-self-care
basket, according to our research partner, PlanetRetail.”
Just as the store-within-a-store
department was at its highest popularity
five years ago, grocery is now looking for
‘what’s next’ in order to compete.”
—Mark Mechelse, GMDC
What are some of the key
changes in this category in
the past year?
With new generations of consumers
hitting the stores, there has been a
shift from shopping the deli counter,
to shopping the pre-packaged case
for deli meats & cheeses. As with
the rest of the store, there has also
been a greater desire for all natural,
clean label products and antibiotic
What have you done to take
advantage of these changes
in the category?
We feel the McKenzie Natural
Artisan deli line is positioned well to
appeal to these consumers with the
quality and attributes we offer in
our antibiotic free meats & cheeses.
Our products have always been sold
behind the glass in the deli case
and we have worked hard to deliver
the same great taste and quality
in a pre-sliced resealable package.
Product will be available in Vermont
this summer and we are targeting
additional accounts throughout
New England for the fall.
Where is this category
headed in the future?
We believe that this category of
pre-sliced packaged meats will
continue to grow over the next few
years. We will also continue to grow
our product line as we gain more
scale in the category.
The new generation of consumers are looking for all-natural antibiotic free meats in
convenient pre-sliced packages.
SUPPLIER PERSPECTIVES NATURAL ARTISAN DELI MEATS & CHEESES
We have worked hard to deliver the same
great taste and quality in a pre-sliced package.