1. Get more info on this report!
Prepared Foods and Ready-to-Eat Foods at Retail: The New
Competition to Foodservice
July 1, 2010
Hoping to parlay recession-based foodservice-to-retail migration into long-term gains,
food retailers continue to ratchet up their prepared foods and ready-to-eat programs.
Packaged Facts estimates that grocery stores and supermarkets will grow prepared-
and ready-to-eat foods sales by more than 7% in 2010. Their usage imprint is already
imposing:
According to Packaged Facts’ proprietary consumer research, 64% of adult consumers
have gotten ready-to-eat/heat-and-eat food from a grocery store or supermarket in the
last month. Moreover, in terms of total usage occasions, grocery-related prepared foods
use leads both family and casual restaurant segments and trails only fast food/QSR.
While convenience stores have also relied heavily on prepared foods and foodservice
sales for sales and higher margins, increasing competition extends to supercenters,
warehouse clubs, convenience stores and drug stores. At a time when food value is so
closely associated with low cost and convenience—and when consumers increasingly
perceive private label food retail brands as competitive with name brands on cost and
quality—prepared and ready-to-eat foods programs that deliver on quality, taste and
convenience can not only compete with foodservice fare, but can also help food
retailers adapt to modern consumer lifestyles.
Packaged Facts’ new report, Prepared Food and Ready-to-Eat Foods at Retail: The
New Competition to Foodservice offers the foodservice and retail industries new insight
into the highly competitive prepared and ready-to-eat foods space. Relying heavily on
proprietary consumer research analysis, the report provides “consumer drilldowns” and
psychographic profiling, offering foodservice operators and retailers unique access to
the minds of prepared foods consumers.
And by assessing the relationship between fast food, family, and casual restaurant
attitudes and behavior with that of grocery store and convenience store prepared foods
attitudes and behavior, this report also offers unique competitive analysis to help
players align and differentiate their product offerings.

2. The report also include in-depth store audits of prepared foods programs at leading
supermarket, supercenter and warehouse/club store players, providing on-the-ground
analysis of store formats, food prices, food types and menu items, placing access to
competitive platforms at participants’ fingertips.
The report also includes segmented sales of supermarket deli prepared foods, as well
as a host of macroeconomic metrics tailored to maximize understanding of how
prepared foods fits into the bigger picture.
Data related to consumer demographics, attitudes and behaviors is derived from two
sources:
Packaged Facts’ proprietary consumer survey, an internet-based survey comprised of
random sample of 1,881 consumers who in aggregate represent a statistically accurate
cross-section of the U.S. adult population (age 18+). The survey was fielded in February
2010.
The Experian Simmons National Consumer Survey, a booklet-based survey of a large
and random sample of consumers who in aggregate represent a statistically accurate
cross-section of the U.S. adult population (age 18+). We analyze results from its Fall
2007, Fall 2008, and Fall 2009 surveys.
Report data is also derived from thorough analysis of a host of sources, including the
following:
Proprietary company interviews
The U.S. Census Bureau
The Bureau of Labor Statistics Consumer Expenditure Survey
The U.S. Department of Agriculture
The U.S. Securities and Exchange Commission
The Bureau of Labor Statistics Retail Trade Survey
Company earnings calls
Company presentations
Trade associations and trade magazines
Academic journals
Industry conferences
Restaurant menus
Our sales analysis features data provided courtesy of the Perishables Group and relies
in part on data provided by the International Deli-Dairy-Bakery Association (IDDBA), in
addition to proprietary analysis and data from other industry sources.
Read an excerpt from this report below.

3. Additional Information
Market Insights: A Selection From The Report
Momentum lies with grocery
In the near term, we believe that macro-economic trends continue to favor grocery: with
the recession has come a migration of foot traffic—and food sales—from restaurants
into the home, as consumers seek less expensive meal alternatives.
As detailed in our Consumer Restaurant Outlook Tracker chapter, consumers
report a strong tendency to boost grocery spending and to save money, and a
weak tendency to boost a variety of restaurant-related spending and behavior—
both in comparison to the three months preceding our proprietary February 2010
survey and for planned behavior and spending during the three months following
the survey.
As we note below, food at home has become cheaper than food away from home
as the recession has worn on.
Packaged Facts’ Consumer Restaurant Tracker: home meal use gains ground
And, as suggested by Packaged Facts’ Consumer Restaurant Tracker, consumers
report continuing to shift their food spending into the home, as illustrated by the graph
below. Data are derived from Packaged Facts’ February 2010 proprietary restaurant
tracking survey.
Compared to “three months ago,” about 50% of respondent adult (18+)
restaurant goers say they are more likely to eat dinner at home—with almost
one-third doing so “a lot more.”
39% say they are eating breakfast at home more than they were three months
ago—with almost 3 in 10 doing so “a lot more.”
Conversely, restaurant goers are less likely to be using or spending on a range of
restaurant options.
Of course, much of this behavior is related to cost: to save money, consumers are
bringing their food spend back into the home, after decades of doing the opposite.
And one key barometer, the Consumer Price Index, supports the rationale, as it shows
“food at home” prices not only declining during the recession, but also being cheaper
than “food away from home” (see the Food at home gains pricing edge section below).
In the News

4. Food Retail Sales Gain Momentum as Prepared and Ready-to-Eat Foods Lure
Recession-Weary Consumers away from Restaurants and into Supermarket
Aisles
New York, June 14, 2010 — When it comes to food, American consumers want it all.
Particularly, they want the variety and savory flavors of restaurant fare without the hefty
financial commitment typical when dining out. The solution has been to bring food
spending back into the home after decades of doing the opposite by finding lower cost,
delectable cuisine among the prepared and ready-to-eat foods available at local
supermarkets, according to Prepared Foods and Ready-to-Eat Foods at Retail: The
New Competition to Foodservice by market research publisher Packaged Facts.
The market study, which includes data from Packaged Facts’ February 2010 proprietary
survey of 1,881 U.S. adult (18+) consumers, reveals that about 50% of respondent
restaurant goers say they are more likely to eat dinner at home compared to “three
months ago.” Further, 64% of adult consumers have purchased ready-to-eat/heat-and-
eat food from a grocery store or supermarket in the last month.
“With the recession has come a migration of foot traffic and food sales from restaurants
into the home, and in the short-term we believe economic trends favor grocery retailers
as consumers seek less expensive meal alternatives,” says Don Montuori, publisher of
Packaged Facts. “Sustaining this momentum will require food retailers to continue their
transition toward offering higher quality ready-to-eat products. Otherwise customers will
leave as quickly as they arrived.”
Packaged Facts forecasts supermarket/grocery prepared foods will achieve sales of
$13 billion and $14 billion in 2010 and 2011 respectively, due to growth of 7% during
both years. Aggressive prepared food initiatives and expansion from players ranging
from Walmart to BJ’s Whole Club to Kroger’s Fresh Fare to Walgreen’s are expected to
further benefit the food retail landscape by giving consumers more locations and more
choices.
Prepared foods are popular options for two divergent populations. The first are those
that may seek low-cost, quick alternatives out of financial necessity, cooking aversion,
and extreme convenience. The second is a demographic that can likely afford to spend
more on prepared foods, and may choose them as quality alternatives to home cooking
or using restaurants.
As products that allow for simple meal planning, prepared foods are also popular among
older consumers age 55 and above, who the survey found are “more likely” to be
influenced by the “shopping efficiency” of prepared foods. As a result, Packaged Facts
forecasts that helping older consumers plan their purchases and making shopping trips
less stressful through efforts by food retailers to place prepared foods in a central role
will become increasingly important to this market.
As part of Packaged Facts’ Foodservice Market Insights series, Prepared Foods and
Ready-to-Eat Foods at Retail: The New Competition to Foodservice, offers the

5. foodservice and retail industries new insight into the highly competitive prepared and
ready-to-eat foods space. Relying heavily on proprietary consumer research analysis,
the report provides “consumer drilldowns” and psychographic profiling, offering
foodservice operators and retailers unique access to the minds of prepared foods
consumers. And by assessing the relationship between fast food, family, and casual
restaurant attitudes and behavior with that of grocery store and convenience store
prepared foods attitudes and behavior, this report also offers unique competitive
analysis to help players align and differentiate their product offerings.
About Packaged Facts - Packaged Facts, a division of MarketResearch.com,
publishes market intelligence on a wide range of consumer market topics, including
consumer goods and retailing, foods and beverages, demographics, pet products and
services, and financial products. Packaged Facts also offers a full range of custom
research services.
Table of Contents
Scope and Methodology
Scope
Methodology
Prepared foods macroeconomic summary
Relevant facts and figures
Prepared Foods: Food Retail Usage & Outlook Tracker
Relevant facts and figures
Share of Stomach: Sales Analysis
Relevant facts and figures
Trends, Innovations & Strategies
Relevant facts and figures
Consumer Prepared Foods Selection Analysis
Relevant facts and figures
Prepared Foods: Grocery vs. Convenience Stores: Consumer Use &
Selection Differentiators
Prepared Foods: Food Retail vs. Restaurants: Consumer Use & Selection
Differentiators
Relevant facts and figures
RTE Food Retail HH Income & Gender Drill Downs
Psychographic Profile Analysis
RTE food retail brand analysis: selected insights
Casey’s General Stores, Inc
Costco Wholesale Corporation
The Kroger Co
Publix
Safeway Inc.
SUPERVALU INC.

6. Whole Foods Market
Winn-Dixie Stores, Inc.
Additional store audits: The Fresh Market, Super Target and Sweetbay
The Big Picture: consumers remain under pressure
Consumer confidence still in a trough
Unemployment picture stabilizes
Personal savings rate: a boon and a bane
Graph 2-1: Unemployment, Savings Rate and Consumer Confidence: 2007-
2010
Unemployment rate not one-size-fits-all
Disparity in unemployment rates by education level
Young adults, minorities and men also find harder going
Graph 2-2: Unemployment Rate, Selected Demographics, 2007-2010
Graph 2-3: Unemployment Rate, by Race/Ethnicity, 2007-2010
Unemployment forecast: a little less bleak in 2011, and just a little less
bleak than that in 2012
Slow employment rebound to coincide with a slow rebound in consumer
spending
Graph 2-4: Unemployment and GDP Forecast, 2010-12
Stock & housing declines deflate household wealth; rebound to record
2006 levels a long way off
$10 trillion less wealthy
Graph 2-5: Household Net Worth, 2005-09
Case-Shiller pessimism echoed by FOMC
Graph 2-6: Wealth Effect: Wilshire 5000 and Case Shiller Index: 2007-2010
The Food Retail Picture: grocery maintains upper hand
Restaurant Performance Index suggests growth—at last!
Graph 2-7: Restaurant Performance Index, 2006-2010
Sales at food services and drinking places tick upward in February and
March 2010
Graph 2-8: Non-Adjusted Monthly Sales, 12-Month % Change, Grocery
Stores & Food Services and Drinking Places, 2009-2010
Graph 2-9: Adjusted Monthly Sales, 12-Month % Change, Grocery Stores &
Food Services and Drinking Places, 2009-2010
Full restaurant industry rebound not yet in cards
Momentum lies with grocery
Packaged Facts’ Consumer Restaurant Tracker: home meal use gains
ground
Graph 2-10: Consumer Restaurant Tracker: Current Behavior: A Top Line
View
Restaurant-goers more likely to spend more on groceries and pack lunch
than to spend on dining
Graph 2-11: Consumer Restaurant Tracker: Next 3 Months: A Top Line View
Food at home gains pricing edge
Yin and yang of food deflation
Graph 2-12: CPI: Food at Home vs. Food Away from Home, 2005-2010

7. Graph 2-13: CPI: Food at Home vs. Food Away from Home, July 2008 -
March 2010
Farm value comes back down to earth
Graph 2-14: Market Basket of Farm Foods, Annual % Change, 2006-2010
Slight uptick in food inflation expected for 2010
March 2010 prices
Proteins
Other estimates
Food retail traffic and migration trends
Trading down in food
Graph 2-15: % of Consumers Shopping in 5+ Channels
Channel migration: who’s on the winning side of the equation
CPG shopping trends
Planning ahead with prepared foods
Graph 2-16: Average Purchase Occasions per Household, All Channels, %
Change vs. Prior Year
Graph 2-17: 2009 Average Purchase Occasions per Household, by Channel,
% Change vs. Prior Year
Spending per trip
Graph 2-18: Average CPG Dollars per Purchase, All Channels, % Change
vs. Prior Year
Graph 2-19: 2009 Average CPG Dollar Sales per Purchase, by Channel, %
Change vs. Prior Year
Channel share shifts
Graph 2-20: 2009 CPG Dollar Share, by Channel: Share & % Change vs.
Prior Year
Shopping shifts by department
Graph 2-21: Dollar Share Point Change, by Department, by Channel, 2009
vs. 2008
Shifts in convenience meal spending
Graph 2-22: Convenience Meals: Dollar Share Shift, Grocery vs.
Supercenters, Point Change, 2009 vs. 2008
In the end, it’s a margin game
Graph 2-23: Convenience Store Sales & Margins: Top Five In-Store
Categories, 2009
Note on reading charts
Growing prepared foods use based on consumer need
Current and intended behavior favors food retail
Graph 3-1: Consumer Restaurant Tracker: Current Behavior
Looking ahead three months
Graph 3-2: Consumer Restaurant Tracker: Future Behavior
Graph 3-3: Consumer Restaurant Tracker: Event Occurrence Likelihood
Prepared foods substitute for restaurant meals
Graph 3-4: Consumer Restaurant Tracker: Current Behavior, RTE Food
Retail Users

8. Graph 3-5: Consumer Restaurant Tracker: Current Behavior, Restaurant
Usage Frequency, by Type
Graph 3-6: Consumer Restaurant Tracker: Future Behavior, RTE Food
Retail Users
Heavy fast food use correlates with saving money
Graph 3-7: Consumer Restaurant Tracker: Future Behavior, Restaurant
Usage Frequency, by Type
Use of restaurants & prepared foods at food retail
Store-made, precooked meals a frequent option for one-fifth of consumers
Topline explanation
Graph 3-8: Adults Who Often Eat Store-Made, Precooked Meals, Any Agree
vs. Strongly Agree
Prepared foods serve two key groups
Walmart entry to benefit lower-income users
Graph 3-9: Adults Who Often Eat Store-Made, Precooked Meals, Any Agree,
By HH Income
Graph 3-10: Adults Who Often Eat Store-Made, Precooked Meals, Strongly
Agree, By HH Income
Ready-to-eat/heat-and-eat foods versus restaurant food/drink: use, mean
use, and usage occasions
Graph 3-11: Foodservice Use in Last Month, by Foodservice Type, 2010
Graph 3-12: Foodservice Mean Usage in Last Month, by Foodservice Type,
2010
Graph 3-13: Foodservice Use Occasions in Last Month, by Foodservice
Type, 2010
Prepared foods at food retail: usage and mean use: key demographics
Young males a convenience store RTE target
Graph 3-14: Prepared Foods Usage and Mean Use in Last Month, Gender,
by Foodservice Type, 2010
Youth and wisdom
Graph 3-15: Prepared Foods Usage and Mean Use in Last Month, Age, by
Foodservice Type, 2010
HH income is a convenience store RTE determinant
Graph 3-16: Prepared Foods Usage and Mean Use in Last Month, HH
Income, by Foodservice Type, 2010
Kids in tow
Graph 3-17: Prepared Foods Usage and Mean Use in Last Month,
Presence/Age of Children, by Foodservice Type, 2010
An urban favorite
Graph 3-18: Prepared Foods Usage and Mean Use in Last Month, Rural,
Suburban & Urban, by Foodservice Type, 2010
Appendix: Consumer Survey
Growth is on the side of grocery
Wider competition afoot
Graph 4-1: Prepared Foods, Deli Section, Supermarkets and Other Grocery
Stores: 2005-2012

9. Deli department momentum
Momentum by segment
Deli sales at grocery stores and supermarkets
Graph 4-2: Deli Estimated Sales for Top 75 Supermarket and Grocery
Chains, 2008
Supermarket and supercenter service deli sales
Graph 4-3: Supermarket and Supercenter Service Deli Sales, 2001-08
Deli-prepared foods
Analysis: prepared foods share of deli
Graph 4-4: Total Deli Department and Deli-prepared Foods Sales, Dollars
per $MM ACV, 2004-09 & Deli Department Food Share, by Food Type, 2009
Deli-prepared foods share, by food type
Chicken: sales leader grows sales 1.7%
Submarines, sushi, and pizza do well
Graph 4-5: Deli-prepared Foods Share, by Food Type, 2009
Salad bar or no salad bar?
Graph 4-6: Deli-prepared Foods Salad Share, by Salad Type, 2009
Subs up; combos down
Graph 4-7: Deli-prepared Foods Sandwich Share, by Sandwich Type, 2009
Prepared entrees should comprise higher sales share
Graph 4-8: Deli-prepared Food Entree Share, by Entree Type, 2009
Graph 4-9: Deli-prepared Foods Sides Share, by Sides Type, 2009
Convenience store foodservice sales: thank God for foodservice
Graph 4-10: Convenience Store Foodservice Sales & % of In-Store Sales,
2005-2009
Food prepared on-site
Commissary/packaged sandwiches
Hot dispensed beverages
Cold dispensed beverages
Frozen dispensed beverages
Beyond mainstream: prepared foods net widens and deepens
Why we expect prepared foods sales to prosper
Walmart’s MarketSide prepared foods line cements prepared foods
ascension
First came the stores
Now comes the brand
SuperTarget creates springboard for prepared foods
Target borrows from SuperTarget playbook
Warehouse clubs to push prepared foods envelope
Costco: significant prepared foods potential
Sam’s Club and BJ’s report traction
New food retail concepts continue to grow store footprints
Tesco’s Fresh & Easy plans to double store count by one-third in 2010
The Fresh Market packs up Bistro Meals to go—and goes beyond basic
rotisserie
Growth watchwords: value, convenience, quality, education, and atmosphere

10. Supermarket chain remains well positioned to meet consumers’ prepared
food needs
Convenience is King
Location, location, location!
Quick, quick, quick!
App, app, app!
Value for the money
Neighborhood cornerstone: entertainment, socialization, and education
People and households: older and smaller
Opportunities abound
Going beyond
Creating a more interactive food education experience
Private label progress holds keys to prepared foods success
Safeway and SUPERVALU strengthens PL hold
Note on reading charts
Convenience and ease most prevalent prepared foods selection factors
Graph 6-1: Prepared Foods Selection Factors, Grocery/Supermarkets vs.
Convenience Stores, 2010
Grocery/supermarket prepared foods selection factors
Factors related to convenience and ease most prevalent
Need to harness shopping-related factors
Graph 6-2: Prepared Foods Selection Factors, Grocery/Supermarkets, 2010
Grocery/supermarket prepared foods selection factors: selected
demographics
Convenience selection factors
Graph 6-3: Grocery/Supermarket Prepared Foods Convenience Selection
Factors, by Age
Universal truths: easy pick up and convenient location
Graph 6-4: Grocery/Supermarket Prepared Foods Convenience Selection
Factors, by HH Income
Prepared foods do not succeed on their exclusivity
Graph 6-5: Grocery/Supermarket Prepared Foods Convenience Selection
Factors, by Presence/Age of Children
Taste, quality and cost factors—age and HH income are important
Graph 6-6: Grocery/Supermarket Prepared Foods Taste, Quality and Cost
Selection Factors, by Age
Graph 6-7: Grocery/Supermarket Prepared Foods Taste, Quality and Cost
Selection Factors, by HH Income
Shopping-related factors: catering to older consumers
Graph 6-8: Grocery/Supermarket Prepared Foods Shopping Behavior
Selection Factors, by Age
Graph 6-9: Grocery/Supermarket Prepared Foods Shopping Behavior
Selection Factors, by HH Income
Graph 6-10: Grocery/Supermarket Prepared Foods Shopping Behavior
Selection Factors, by Rural/Urban/Suburban
Convenience store prepared foods selection factors

11. Ease of procurement, portability, low cost, and hunger rule the day
Need to step it up
Graph 6-12: Prepared Foods Selection Factors, Convenience Stores/Gas
Stations, 2010
Convenience store prepared foods selection factors: selected
demographics
Convenience selection factors
Graph 6-13: Convenience Store Prepared Foods Convenience Selection
Factors, by Age
Taste, quality and cost selection factors
Graph 6-14: Convenience Store Prepared Foods Taste, Quality and Cost
Selection Factors, by Age
Shopping behavior selection factors
Graph 6-15: Convenience Store Prepared Foods Shopping Behavior
Selection Factors, by Gender
Graph 6-16: Convenience Store Prepared Foods Shopping Behavior
Selection Factors, by Age
Graph 6-17: Convenience Store Prepared Foods Shopping Behavior
Selection Factors, by Presence/Age of Children
Appendix: Consumer Survey
Note on reading charts
Convenience versus grocery, prepared foods selection factors
Graph 7-1: Prepared Foods Selection Factors, Grocery/Supermarkets vs.
Convenience Stores, 2010
Grocery by convenience, prepared foods usage and frequency cross-
comparison
Cross-channel usage is common
Graph 7-2: Usage Frequency Comparison: Grocery by Convenience
Convenience by grocery, prepared foods usage and frequency cross-
comparison
Expanding platforms?
Graph 7-3: Usage Frequency Comparison: Convenience by Grocery
Food retail needs to better compete with restaurants
At grocery stores, prepared foods may lag on price, taste and nutrition
Leveraging strength
Grocery prepared foods vs. restaurants: gender, age & HH income
Graph 8-1: Grocery/Supermarket Prepared Foods Restaurant Comparison
Selection Factors, by Gender
Graph 8-2: Grocery/Supermarket Prepared Foods Restaurant Comparison
Selection Factors, by Age
Graph 8-3: Grocery/Supermarket Prepared Foods Restaurant Comparison
Selection Factors, by HH Income
Convenience store prepared foods vs. restaurants: age, HH income,
location, & presence/age of children
Graph 8-4: Convenience Store Prepared Foods Restaurant Comparison
Selection Factors, by Age

12. Graph 8-5: Convenience Store Prepared Foods Restaurant Comparison
Selection Factors, by HH Income
Urban dwellers are more likely to view prepared food at convenience stores
as more nutritious than similarly priced restaurant fare.
Graph 8-6: Convenience Store Prepared Foods Restaurant Comparison
Selection Factors, by Rural/Urban/Suburban
Why do low-, medium- and high-frequency fast food users get grocery
store prepared foods?
Graph 8-7: Title: Fast Food/QSR Usage Frequency, by RTE Grocery
Convenience Selection Factors
Graph 8-8: Title: Fast Food/QSR Usage Frequency, by RTE Grocery Taste,
Quality and Cost Selection Factors
Graph 8-9: Title: Fast Food/QSR Usage Frequency, by RTE Grocery
Shopping Selection Factors
Usage frequency cross-comparisons
Usage frequency cross-comparison: prepared foods grocery by restaurant
type
Graph 8-10: Usage Frequency Cross-Comparison: RTE Grocery by
Restaurant Type
Usage frequency cross-comparison: prepared foods convenience store by
restaurant type
Graph 8-11: Usage Frequency Cross-Comparison: RTE Convenience Store
by Restaurant Type
Usage frequency cross-comparison: prepared foods convenience store by
limited-service restaurant type
Graph 8-12: Usage Frequency Cross-Comparison: Limited-Service
Restaurant Types by RTE Food Retail Type
Usage frequency cross-comparison: prepared foods convenience store by
full-service restaurant type
Graph 8-13: Usage Frequency Cross-Comparison: Full-Service Restaurant
Types by RTE Food Retail Type
Note on reading charts
HH Income Demographic DrillDowns
Grocery store and convenience store prepared foods use and usage
frequency in last month
Graph 9-1: RTE Food Retail Usage in Past Month:
Lower-, Middle- and Higher-HH Income Adults Employed Full Time, by
Children in Home
Prepared foods appeal to two divergent populations
Graph 9-2: RTE Food Retail Mean Use in Past Month:
Lower-, Middle- and Higher-HH Income Adults Employed Full Time, by
Children in Home
Grocery store prepared foods selections factors
Graph 9-3: RTE Grocery/Supermarket Convenience Selection Factors:
Lower-, Middle- and Higher-HH Income Adults Employed Full Time, by
Children in Home

13. Graph 9-4: RTE Grocery/Supermarket Taste, Quality & Cost Selection
Factors:
Lower-, Middle- and Higher-HH Income Adults Employed Full Time, by
Children in Home
Graph 9-5: RTE Grocery/Supermarket Shopping Selection Factors:
Lower-, Middle- and Higher-HH Income Adults Employed Full Time, by
Children in Home
Gender Demographic Drilldowns
Grocery store and convenience store prepared foods use and usage
frequency in last month
Graph 9-6: RTE Food Retail Mean Usage: Male and Females Employed Full
Time, by Children in Home
Graph 9-7: RTE Food Retail Use: Male and Females Employed Full Time, by
Children in Home
Grocery store prepared foods selections factors
Men with children: ideal candidates?
Graph 9-8: RTE Grocery/Supermarket Convenience Selection Factors:
Male and Females Employed Full Time, by Children in Home
Graph 9-9: RTE Grocery/Supermarket Taste, Quality & Cost Selection
Factors:
Male and Females Employed Full Time, by Children in Home
Graph 9-10: RTE Grocery/Supermarket Shopping Selection Factors:
Male and Females Employed Full Time, by Children in Home
Note on reading charts
Meet the psychographic groups
Budgeters
Healthy Eaters
Big Eaters
Deal Seekers
Deal Seekers and Healthy Eaters heavier prepared foods users
Graph 10-1: RTE Food Retail Mean Use, by Psychographic Group
Graph 10-2: RTE Food Retail Use, by Psychographic Group
Graph 10-3: RTE Grocery/Supermarket Convenience-Related Selection
Factors, by Psychographic Group
Graph 10-4: RTE Grocery/Supermarket Taste, Quality and Cost Selection
Factors, by Psychographic Group
Graph 10-5: RTE Grocery/Supermarket Restaurant-Related Selection
Factors, by Psychographic Group
Note on food lifestyle segmentation charts
Casey’s General Stores, Inc
Products offered
Prepared foods growth
Prepared food growth reflects strategy to promote high-margin products
Current momentum
Casey’s store menu
Casey’s by the numbers

14. Graph 11-1: Casey’s by the numbers
Graph 11-2: Casey’s Same-Store Sales Trends
Graph 11-3: Casey’s Locations
Costco Wholesale Corporation
Membership structure
Costco category sales
Prepared foods audits & observations: Costco
Snack bar
Graph 11-4: Costco: Snack Bar, Snack Bar Items & Prices, May 2010
Refrigerated offerings
Graph 11-5: Costco Refrigerated Section: Menu Items & Prices, May 2010
Costco by the numbers
Graph 11-6: Costco net sales
Graph 11-7: Costco by the numbers
The Kroger Co
Store formats
Fresh Fare breaks 100
Marketplace growth
Convenience stores
Private label powerhouse
Sales trends
Prepared foods audits & observations: Ralph’s
Soup kiosk
Restaurant-like kiosk
Hot foods
Deli
Graph 11-8: Food 4 Less: Prepared Food Counter, Items & Prices, May 2010
Prepared foods audits & observations: Food 4 Less
Restaurant-like kiosk
Hot foods
Deli
Graph 11-9: Food 4 Less: Prepared Food Counter, Items & Prices, May 2010
Kroger by the numbers
Graph 11-10: Kroger by the numbers
Publix Super Markets, Inc
Graph 11-11: Publix Retail Food Locations
Whole Foods? No, Publix’s GreenWise Market
GreenWise Market Magazine
Prepared foods with international flair and fast casual/casual restaurant
appeal
Prepared foods audits & observations: Publix
Deli section
Graph 11-12: Publix: Deli Section, Items & Prices, May 2010
Refrigerated casings
Graph 11-13: Publix: Refrigerated Casings, Items & Prices, May 2010
Hot bar

15. Graph 11-14: Publix: Hot Bar, Items & Prices, May 2010
Publix prepared foods user analysis
Graph 11-15: Publix Store-Made, Precooked Meals Demographic Analysis
A nexus between Publix, prepared foods and True Foodies?
Graph 11-16: Publix Store-Made, Precooked Meals Food Lifestyle
Segmentation & Grocery Spend
Publix by the numbers
Graph 11-17: Publix by the numbers
Safeway Inc.
Macro moves
Store formats
Own brand developments
Recent product launches
Prepared foods initiatives
Recession impact
Going forward
Company strategy
Prospects
Prepared foods audits & observations: Dominick’s
Prepared food counter
Graph 11-18: Dominick’s: Prepared Food Counter, Items & Prices, May 2010
Hot bar
Salad bar
Soup bar
Graph 11-19: Dominick’s: Soup Bar, Items & Prices, May 2010
Refrigerated casings
Graph 11-20: Dominick’s: Refrigerated Casings, Items & Prices, May 2010
Ambient temperature casings
Graph 11-21: Dominick’s: Ambient Temperature Casings, Items & Prices,
May 2010
Hot casings
Graph 11-22: Dominick’s: Hot Casings, Items & Prices, May 2010
Deli counter
Graph 11-23: Dominick’s: Deli Counter, Items & Prices, May 2010
Starbucks
Safeway prepared foods usage analysis
Graph 11-24: Safeway Store-Made, Precooked Meals Demographic Analysis
Reformed Traditionalist prepared foods users
Graph 11-25: Safeway Store-Made, Precooked Meals Food Lifestyle
Segmentation & Grocery Spend
Safeway by the numbers
Graph 11-26: Safeway by the numbers
SUPERVALU INC.
Retail food operations
Private label
Prepared foods audits & observations: Albertson’s

16. Sarasota location
Hot bar
Graph 11-27: Albertson’s: Hot Bar, Items & Prices, May 2010
Other prepared foods offerings
Graph 11-28: Albertson’s: Other Prepared Food Offerings, Items & Prices,
May 2010
Los Angeles location
Deli
Hot foods
Hot & chilled soup kiosk
Restaurant-like kiosk
Graph 11-29: Albertson’s: Kiosks, May 2010
Graph 11-30: Albertson’s: Hot Foods & Deli, May 2010
SUPERVALU by the numbers
Graph 11-31: SUPERVALU Retail Food Locations
Graph 11-32: SUPERVALU by the numbers
Whole Foods Market
Good deeds
Healthy eating education
Product selection
Private label strength
Store size shift
Store atmosphere: a third place
A new value twist
Sales trends
Prepared foods audits & observations: Whole Foods
Restaurants/kiosks
Graph 11-33: Whole Foods: Restaurants/Kiosks, Items & Prices, May 2010
Salad bars
Hot bar
Soup bar
Graph 11-34: Whole Foods: Soup Bar, Items & Prices, May 2010
Refrigerated casings
Whole Foods prepared foods usage analysis
Graph 11-35: Whole Foods Store-Made, Precooked Meals Demographic
Analysis
True Foodie prepared foods users
Graph 11-36: Whole Foods Store-Made, Precooked Meals Food Lifestyle
Segmentation & Grocery Spend
Whole Foods by the numbers
Graph 11-37: Whole Foods by the numbers
Graph 11-38: Whole Foods comparable sales trends
Graph 11-39: Whole Foods Retail Food Locations
WinnDixie Stores, Inc.
Strategic initiatives
Merchandising

17. Outlook and trends
Prepared foods audits & observations: Winn Dixie
Refrigerated casings
Graph 11-40: Winn Dixie: Deli Section, Items & Prices, May 2010
Hot bar
Graph 11-41: Winn Dixie: Hot Bar, Items & Prices, May 2010
Winn-Dixie by the numbers
Graph 11-42: Winn-Dixie by the numbers
Additional prepared foods audits & observations
The Fresh Market
Deli section
Graph 11-44: Fresh Market: Deli Section, Items & Prices, May 2010
Refrigerated casings
Graph 11-45: Fresh Market: Refrigerated Casings, Items & Prices, May 2010
Hot bar
Graph 11-46: Fresh Market: Hot Bar, Items & Prices, May 2010
Super Target
Deli section
Graph 11-47: Super Target: Deli Section Items & Prices, May 2010
Sweetbay
Deli section
Graph 11-48: Sweetbay: Deli Counter, Items & Prices, May 2010
Refrigerated casings
Graph 11-49: Sweetbay: Refrigerated Casings, Items & Prices, May 2010
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