Non-traditional Food Retailing - US - November 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Resources used for The Consumer sections
• Abbreviations and terms
• Executive Summary
• NTFR can be leveraged to build awareness and favorable brand perceptions
• Four broad categories comprise the majority of NTFR purchases
• Stores that specialize in entertainment products and hardware stores are important NTFR channels
• The vast majority of NTFR purchases are unplanned
• Under-45s are the most likely purchasers
• The need for a gift drives a significant number of NTFR purchases
• Recommendations
• Category Analysis--What NTFRs are Selling
• Summary
• Snacks, meal components and specialty foods dominate NTFR
  • Figure 1: Incidence of purchase from each NTFR category in the past year, November 2007
• The price of NTFR items varies widely, but the average item is near $5
  • Figure 2: Graph: Price per food item, November 2007
• Channel Analysis--A Look Inside the Stores
• Summary
• NTFR channel use in previous year
  • Figure 3: NTFR purchases in previous year, October 2007
• Category use in video store such as Blockbuster or Hollywood Video
  • Figure 4: NTFR categories in video stores, October 2007
• Hardware store such as Home Depot or Lowe' s
  • Figure 5: NTFR categories in hardware stores, October 2007
• Bookstore, such as Borders or Barnes & Noble (excluding café purchases)
  • Figure 6: NTFR categories in bookstores, October 2007
• Office supply store such as Office Max or Office Depot
  • Figure 7: NTFR categories in office supply stores, October 2007
• Electronics store such as Best Buy
  • Figure 8: NTFR categories in office supply stores, October 2007
• Wine and spirits stores
  • Figure 9: NTFR categories in wine and spirits stores, October 2007
• Department store such as Macy' s or Dillard' s
  • Figure 10: NTFR categories in department stores, October 2007
• Discount clothing store such as TJ Maxx or Marshall' s
  • Figure 11: NTFR categories in discount department stores, October 2007
• Bedding or bath store such as Bed Bath & Beyond or Linens ' N Things
  • Figure 12: NTFR categories in bedding and bath stores, October 2007
• Housewares store such as Cost Plus World Market, Pier One, or Sur La Table
  • Figure 13: NTFR categories in housewares stores, October 2007
• Where, within a store, NTFR is done can have an effect on the probability a consumer will purchase
  • Figure 14: Where, within store, NTFR was purchased, October 2007
• Most NTFR displays average just a few square feet
  • Figure 15: Square feet dedicated to NTFR displays, October 2007
  • Figure 16: Approximate percentage of entire store dedicated to NTFR, by type of store, October 2007
• The Consumer--Demographic Analysis
• Summary
• Under-45s more likely to purchase NTFR than over-45s
  • Figure 17: Age comparison of NTFR purchase, October 2007
  • Figure 18: Significant differences in usage between age groups, October 2007
• Men purchase NTFR products with greater frequency
  • Figure 19: Number of NTFR purchases in previous six months, by gender, October 2007
• Households with children are more likely to report NTFR purchases
  • Figure 20: Significant differences in usage between households with/without children, October 2007
• Students over 18 are more likely to purchase NTFR products than those who are not students
  • Figure 21: Significant differences in usage between students and non-students, October 2007
• The Consumer--Factors that Drive NTFR Usage
• Summary
• NTFR purchases are the definition of "impulse buying"
  • Figure 22: Impulse vs. planned NTFR purchase, October 2007
  • Figure 23: Targeted vs. general family NTFR purchase, October 2007
• Foods displayed with dishware or kitchen appliances don' t drive a lot of sales, but have another purpose
  • Figure 24: Type of NTFR display from which food was most recently purchased, October 2007
• The need for a gift drives some NTFR purchases
  • Figure 25: Reason for NTFR purchase, October 2007
• Appendix: Stores Audited
  • Figure 26: Appendix: List of 60 NTFRs visited, November 2007
• Appendix: NTFR Manufacturers and Distributors
  • Figure 27: Appendix: List of manufacturers and distributors from visit of 60 NTFRs, November 2007