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Filling In With Frozen

December 19, 2016

As just-in-time shopping increases, consumers are spreading their dinner dollars across more channels and retailers

A typical grocery store has a lot of square footage devoted to frozen food—space that isn’t as readily available in c-stores. But don’t write off­ frozen completely.

“We are seeing a lot more just-in-time shopping, and this is causing shoppers to spread their dollars across more channels and retailers,” says Susan Viamari, vice president of thought leadership for Chicago-based IRI.

Specifically, 19% of shoppers use c-stores most often for fill-in trips, according to a November 2014 General Mills Convenience & Foodservice survey. Think of the customer who comes in for a c-store staple such as a Red Bull or even a gallon of milk and grabs a frozen pizza at the same time.

In fact, pizza is one of the top five categories in frozen, with dollar sales increasing 7.6% in multioutlet channels (gas/c-stores, supermarkets, drug stores, mass market, military commissaries and select club and dollar chains) during the 52 weeks ending Oct. 2, 2016, according to IRI.

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