A new shopper intelligence report from St. Petersburg, Fla.-based research firm Catalina reveals the fastest-growing product categories in the center store.
The survey highlights how evolving shopper motivations are affecting volume and trips in a variety of important center-store food and beverage categories. (For the report, center store is defined as grocery, frozen and home care categories, with tobacco and alcohol excluded due to local legal variances.)
“The center store is not dead. In fact, a new generation of product innovators and brands are reinvigorating the center store to remain relevant with changing shopper tastes and behaviors,” the Catalina report says.
Catalina Research offered retailers four suggestions for capitalizing on center-store fortunes, including:
- Create something new. The data shows that more than 99% of shoppers who buy from the perimeter also purchase from the center store.
- Be transparent. Be premium.
- Command shelf space. Retailers who neglect the center do so at their own peril. Suppliers need to make sure their unique product is part of a retailer’s merchandising mix.
- Showcase your advantage. Catalina estimates that more than eight in 10 new CPG products fail within two years of introduction.
Click through for a look at the growing categories and new-product suggestions to liven up each segment. The following data reflects a 104-week period ending Dec. 30, 2017.