A Danish Philosopher once said: “Life can be understood by looking backward, but must be lived by looking forward. “
Much has changed, in the past 10 years most importantly Grocerants are a booming. The ready to eat and ready to heat niche is on fire. Whatever the individual reason consumers appear to be increasing the frequency of visits for ready to eat and ready to heat foods. Supermarkets- Grocery stores, Convenience stores and Restaurant To-go –Take-Away are all seeing positive growth in the ready to eat, ready to heat sector. The one thing that is clear Differentiation does not mean different it means familiar! The products are all very familiar to the consumer. What we are witnessing is cross-channel product swapping. The confluence of the economy in decline, higher unemployment and limited cooking skills combined with consumers demand for non-traditional highly flavored food is driving this boom. Nielsen’s channel blurring studies have consistently pointed out that it is the marketers who decry channel blurring as brand erosion. However the consumer continually shows us all that as reported by Nielsen that channel blurring is not an issue for the consumer. I strongly believe that is strong and contributing reason Convenience Stores are taking the lead in increase food quality and customers frequency, grocery stores next and restaurants overall are capitulating customers to the other two channels.