Sales gain of
dips in the past
An 8% Increase in Volume
; Rain or Shine ;
By studying the market and monitoring consumer purchasing
behavior, the Star Ranch Angus® brand team continually
produces high-impact in-store promotions that work.
For us, partnership goes beyond the meat case
and straight to your bottom line.
®/© 2019 Tyson Foods, Inc.
THE RESULTS ADD UP:
Stores that utilize our retail materials see a 13%
increase in dollars and an 8% increase in volume.1
1 Star Ranch Angus Beef In-store Promotion Material Test Midan Marketing. Spring 2015
tried & truly
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ago. This trend is noticeably clear when comparing the
entrees and salad categories. Refrigerated entrees grew
at ;;.;; compared to a year ago, outperforming the
;.;; growth of deli prepared entrees. Deli prepared sales
declined by ;.;;, while the refrigerated prepared salad/
fruit/coleslaw category grew ;.;;. Deli prepared foods,
however, remain an important aspect of a retail store
o;ering ;accounting for ;;; of all perimeter sales; and a
trip driver ;;; purchase occasions for the average shopper
per year;, so it is critically important that retailers continue to invest in their prepared foods section.
Antidote to Staleness
Part of the slowing growth rates in deli prepared is due
to a lack of innovation and underindexing performance
with key consumer groups. IRI survey information indicates that consumers have noticed a lack of change in the
retail foodservice menu over time. As with restaurants
and other categories in the store, there
are opportunities to combat staleness in
the prepared foods section by refreshing
the assortment of o;erings and bringing
excitement to the menu.
This is a unique area of the store, where
retailers have room to experiment with
di;erent specials and o;erings over the
course of the year. There is opportunity
to personalize menu o;erings based on
local shoppers, such as events or sports
teams important to the area, as well as
changing assortment to cater to seasonal
and holiday periods. The continued success of the deli prepared holiday meals
category, up ;;.;; in the past three years, shows a positive
consumer response toward these types of e;orts.
Introducing new, targeted o;erings may also be the key
to developing prepared foods with younger generational
groups. The generational groups currently spending more
than average in retail prepared foods are older baby boomers and retirees. However, key consumer groups such as
millennials and households with children are spending
less than average.
As a result, attention should be focused on developing
targeted options for millennials, such as locally sourced
and kid-friendly to reach families. An increased purchase
occasion for just ; of ;; deli prepared shoppers is a ;;;;
million opportunity for the prepared foods department
and an overall ;;;; million basket opportunity for retailers. Accordingly, the key for continued growth in retail
foodservice lies in engaging these key shopper groups and
driving purchase occasions. To do so, retailers will need to
be willing to update their in-store menus.
Editor’s note: James Carlson is a consultant with IRI.