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Optimizing Center Store Meal Shopping: A case study on shoppers and convenience meals.
Overview: In 1965, consumers spent an average of 2.5 hours preparing meals* and several more hours shopping for the week's food. Today, the average meal is prepared in 12 minutes*, and shoppers are making shorter, more frequent trips to purchase their food.
As shopping and food preparation habits have changed, we've kept pace – and helped our retailers keep pace – with meaningful, actionable insight on what consumers want and how they want to get it.
That desire to help retailers grow, in both size and profitability, inspired an ambitious and ground-breaking question: "If the way consumers shop and prepare meals has changed so drastically, should retailers evolve how they organize prepared, or convenience, foods to meet – and capitalize on – these changes?"
To answer this question, Hormel Foods launched a comprehensive research initiative with the help of Cannondale Associates. Highly regarded in the industry for its remarkable understanding of the retail environment, Cannondale Associates used a variety of research methods, including proprietary analytics tools, consumer interviews, retailer interviews, and shopper card data, to help us determine what's going on in consumers' minds – and how they act upon their shopping motivations and preferences. We analyzed these findings alongside our own proprietary research, and we also compared them to the annual Willard Bishop 2007 Grocery SuperStudy™. After this extensive study, we found our hypothesis was spot on: There is an opportunity for retailers to better meet the shopping needs of today's busy consumers.
We invite you to share in our key findings and discover how strategic use of adjacencies on some key products can improve customer satisfaction – and your store's bottom line.
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*GMA Solution Selling, the NPD Group's National Eating Trends Survey