Ultra-convenient meals, the ultimate shopability in center-store

B2B | Shopper Connection | October/November 2010

Ultra-convenient meals, the ultimate shopability in center-store

Retail performance in test stores this year indicates that the Ultra-Convenient Meals (UCM) destination center is quickly becoming a center-store hub. The unique design of this 16-foot set showcases the quick, convenient, value appeals of a wide array of shelf-stable microwavable meal solutions—all in one place.

ConAgra Foods research revealed a microwavable meals consumer in center-store, who had to travel to five to seven different in-store locations to look for microwavable food needs, adding up to nine additional minutes to an already time-strapped trip.

In addition, microwave usage has grown at a double-digit pace the past two years¹ and consumer interest in microwavable meals has raised separately from parent categories.

“Retailers were thinking the same as we were—that microwave in center-store was becoming more of an opportunity,” said Robert Steed, director-category leadership, ConAgra Foods. “But they didn’t know where it should be located or what it should look like. We needed to act on these insights and bring the set to life through in-store marketing and customer marketing programs.”

People trust soup for its shelf-stable quality; its halo extends to UCM and enhances cross-purchase activity within the set. The complete run includes four sections—Ready Soups, Select Choices (for premium consumers, brands such as Healthy Choice Fresh Mixers and Marie Callender’s), Everyone’s Favorites (Chef Boyardee and select brands from other manufacturers) and Hearty Tastes (other manufacturers as well).

The UCM destination gives shoppers a wider variety of options in one location. People went back to the kitchen in the recession, but not to cook from scratch. The five minutes or less meal preparation theme is compelling today,” said Steed, noting 6% more incremental purchases with UCM products in the basket, in retail and virtual tests.

In a test with a major retailer the UCM set showed 15% higher dollar sales vs. a controlled environment. “We feel it is an opportunity for retailers to gain incremental sales, Steed added. “Most of the sales growth was attributed to stronger cross purchasing across segments.” In addition, none of the parent categories were affected by the move.

Kids in the kitchen build independence, memories

Family-centered activities such as cooking around Holiday time build memories, but can also become teaching and bonding moments—with a purpose...

Read Full Story »

Grow categories in a SNAP

The addition of 3 million U.S. households to the Supplemental Nutrition Assistance Program (SNAP, formerly known as food stamps) during October raises the number of eligible households to 18 million and creates new retail opportunities to synchronize promotional and merchandising efforts with the early-in-the-month dollar flow.

Read Full Story »

Missed the last issue? View all articles »

Chief household shoppers are of two minds during the holiday season. They certainly think about the big gatherings, but they also need to be as expedient as possible in meeting their family food needs every other day of the Holidays

Read Full Story »

ConAgra Foods' 2010 Corporate Responsibility Report

As a business partner, we’re committed to doing the right thing. This report shows how ConAgra Foods employees, from production to marketing to sales, adhere to the company’s’ goals to do what is right for our communities and the environment, while delivering solid business results.

»DOWNLOAD REPORT

SNAP Shoppers Spend More in Early Part of Month

Retailers can capture SNAP shoppers at the beginning of the month, by doing the following:

*Supplemental Nutritional Assistance Program

Source: Government Assistance/Food Stamps In-Depths Fusion 4/10, Retailer SNAP tender data

Soup

Soup's popularity has simmered with both dollar and unit sales down across food, drug and mass channels.

Home Use

Supermarkets posted strong sales in cookware/bakeware during the recession; now the challenge is to keep the cook-at-home momentum going

Bringing Fresh Ideas to Shelf Stable

Since 1988, traditional grocery stores have lost 53 percent of their market share to other classes of trade...

SNAP Still an Opportunity, Even as Economy Grows

Most businesses would rather forget that 2008 and 2009 ever happened. But it's now a new year and a new decade, and many economists are predicting that the United States...

Giant-Carlisle Receives SNAP Award

Giant Food Stores here on Friday said it has received the Golden Grocer Award in recognition of the chain's successful operation of the Supplemental Nutrition Assistance Program...

Retailers Rethink Ad Strategies

THE UNUSUAL ECONOMIC ENVIRONMENT of the past year has made some retailers take a new approach to their pricing and promotional strategies...

Rfg. Side Dishes

When moms or dads are putting together an entree for their family, it helps to have someone else take care of the sides.

Hope for the Holidays

For the 2009 holiday season, food retailers expect more of the same.

Beef Up

With cattle inventories at 50-year lows, retailers should prepare for the return of beef price inflation this year.

Produce Manager Makes Merchandising Fun

Whether it's the Super Bowl, Valentine's Day or Christmas, Lequitte Perry, produce manager at a Food City store here, makes good use of upcoming events to bring customers into her department.

Kowalski’s Boo Bash Attracts Thousands

Kowalski’s Markets’ Boo Bash, a Halloween event for kids, attracts bigger crowds each year, officials said.

Schnucks Launches New Cooking School

Schnucks' newest store opened here yesterday, featuring the St. Louis-based company’s first Schnucks Cooks Cooking School.

To ensure you continue to receive ConAgra Foods e-mails, please add [email protected] to your address book.

©ConAgra Foods, Inc. All Rights Reserved. ConAgra Foods, One ConAgra Drive, Omaha, NE 68102