PLMA study reveals shoppers want convenience, speed in meal prep

A nationwide study of buying behavior and consumer preferences in the deli, dairy and fresh bakery departments shows that U.S. shoppers want more fresh food options and less work in the kitchen. Commissioned by the Private Label Manufacturers Association (PLMA), New York, the study was conducted by Surveylab, a specialist in online market research, and covered attitudes of 800 primary grocery shoppers in the United States.

More than half of respondents said that they buy more private label products now than they did five years ago, and 44 percent said that they currently buy store brands either “always” or “frequently.” Frequency of buying is even higher in the deli, dairy and bakery, where it reached 47 percent, PLMA said.

“Consumers are making it clear they want convenience and speed in meal preparation,” explained PLMA President Brian Sharoff, “and this is creating highly profitable opportunities for retailers’ store brands to respond with their own brands.”

PLMA said its study found that:

• Convenience was the No. 1 demand for the deli. Four in 10 respondents said they opt for more items that “can save me time at home.” Also important are “more restaurant-quality items” and “heart-healthy items such as low sodium.”
• Shoppers said they desire a better product assortment in the dairy department. Thirty-five percent of survey respondents want to see more variety in general, and 38 percent said they would like a greater variety of cheeses, in particular.
• Customers are concerned most with freshness and health issues in the bakery. Thirty-one percent said they would like more items baked on-site, and 31 percent said they opt for products containing “less fructose, sugar, corn syrup and bad fats.” And one in four shoppers is interested in information on the product’s nutrition and freshness, a greater variety of portions, and a greater emphasis on healthful ingredients.

Among improvements shoppers would most like to see at the supermarket perimeter, product sampling and demonstrations ranked high across all three departments. In the deli, customers desire faster service and more nutritional information about deli products, PLMA stated.

The study is part of PLMA’s plan to spotlight store brands in the deli, dairy and bakery departments at this year’s Private Label Trade Show, to be held November 15-17 in Rosemont, Ill., the association said.

“Deli, dairy and bakery are among the fastest-growing sections at the annual show,” Sharoff said. “We are seeing more companies in these categories who are interested in exhibiting than ever before. One thing we have learned from past shows is that when companies want to exhibit, it usually means growth in the categories at retail.”