Mass merchandisers, club stores, discounters, and convenience
stores are continuing to gain ground with specialty food
consumers, in particular younger generations. Specialty brands
are established in these mainstream outlets and their value
pricing is appealing as food prices continue to spike.
Supermarkets and natural food stores remain the number-one
and -three channels, respectively, but supermarkets have
dipped 8 points since 2020. After a significant drop last year,
specialty food stores have regained some ground. Many reflect
attributes SFCs value including product knowledge, food
preparation suggestions, and ties to the community. The
number of total channels shopped edged up to 3.5 this year, up
over 3 in 2021, and the increase was reflected in all generations.
Food Consumers:
Today's Specialty
They
Where
Shop
Retail Channel
Choices by
Generation
favor supermarkets and mass merchandisers
rank highest for club stores, and also favor supermarkets
and mass merchandisers
favors mass merchandisers, discounters, farmers markets,
and convenience stores
rank top in most channels and shop the biggest variety:
mass merchandisers, natural food stores, discounters, specialty food stores,
wine or liquor stores, convenience stores, farmers markets,
department stores, home stores
50% 60% 70% 80% 40% 30% 20% 10% 0%
2020
2022
2021
2020-
2022%
Pt.
Change
Source:
SFA
Supermarket
Mass merchandiser (e.g., Walmart, Target)
Natural food store (e.g., Whole Foods, Sprouts, Trader Joe's)
Club store (e.g., Costco, Sam's Club, BJ's Wholesale)
Discounter (e.g., ALDI, Lidl, Grocery Outlet, Dollar General)
Specialty food store
Wine or liquor store
Convenience store
Farmers' market
Home store (e.g., Beth Bath and Beyond, Cost Plus)
Department store
-8%
-3%
7%
6%
4%
1%
2%
5%
3%
3%
2%
69%
44%
45%
33%
24%
24%
21%
17%
18%
12%
13%
62%
47%
37%
36%
26%
17%
22%
14%
15%
10%
12%
61%
51%
42%
39%
28%
25%
23%
22%
21%
15%
15%
Where
Specialty Food
Consumers
Shop by
Retail Channel
The
generations
history
community.
almost equally
report that they
like to shop in stores that have
or ties to their
TOWN MARKET
Gen-Zs
diverse suppliers.
are the most likely to report
they like to shop in stores
that feature products from
Millennials
Gen-Z
Gen-X
Baby Boomers
34 SPECIALTY FOOD SPECIALTYFOOD.COM
