Friday, October 29, 2010

Consumers like Private label food both ready-to-eat and ready-to-heat.

Food retail brand managers can find jobs in the grocerant sector. Renewed and refocused opportunity for food marketing brand managers is developing in the Grocerant niche. The unheralded stellar performance produced by national private label product brand managers established metrics for future success.

In a 2010 Consumer Reports in a head-to-head qualitative blind taste test 29 store branded food products were tested. Get this, 23 of the 29 private label store branded products scored as good as or better than the national brand. Private label products are set to continue garnering share in 2011.

Grocerant prepared food that is ready-to-eat or ready-to-heat is now finding its way in large store formats like Safeway’s Lifestyle stores, HEB’s Central Market, Harris Teeter and Buehler’s. Utilizing traditional category management techniques all of these companies are seeing success. However those that have incorporated Brand Marketing into their food offerings and positioning strategy have seen increased customer frequency and niche margins rise.

The same is occurring in the Convenience store side with companies like AMPM bundling meal deals and new products, Racetrac improving coffee and Quick Trip growing with solid consistent product offerings.

Branding the food offerings by day part or entrée time will bring with it the opportunity to build top-line revenue and bottom-line profits. Watch for Brand Managers being hired in each of these channels. Consumer Discontinuity

Outside eyes can deliver top sales and bottom line profits. Invite Foodservice Solutions to provide brand and product positioning assistance or a grocerant program assessment. Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions visit or on Facebook at Steven Johnson

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