The center of the store encompasses a wide variety of products from indulgence (ice cream, salty snacks and cereals) to extreme convenience (canned soups, frozen meals, pizzas and vegetables), and this dichotomy is calibrating a sales pattern that is stalled. As consumers continue to prioritize foods perceived to be fresher, healthier and even tastier, center of store brands will need to take cues from and make connections with the perimeter in both product development, positioning and even merchandising that will refresh and re-engage traffic patterns.

This Report builds on the analysis presented in Mintel’s Center of the Store – US, January 2017 and the January 2016 Report of the same name. The center of the store, as defined for this Report, includes food categories typically found along the interior aisles of supermarkets, grocery stores and most supercenters. Items within these produce categories may not be physically located in the center of all stores due to differences in layouts, but these are generally considered to be “center-of-store” categories.

The following segments are included in this Report:

• Shelf-stable grocery: including processed meats, meat products and meats included in processed food, canned produce, shelf-stable snacks, cereal

• Frozen foods: including frozen fruits and vegetables, frozen prepared meals, frozen meats, frozen snacks

This Report excludes the following categories, which are discussed in Perimeter of the Store – US, July 2017 Report:

• Fresh meat, poultry, fish/seafood

• Fresh produce: Fresh fruits and vegetables, including bagged salads

• Milk, dairy, eggs: Fresh dairy and nondairy milk, cream; butter; cheese (natural, processed, cream cheese/spreads, cottage cheese); fresh eggs

• Bakery: In-store baked breads/rolls only

• In-store deli prepared foods: Freshly prepared foods such as entrées, sandwiches, appetizers, salads, sides, trays, dips, desserts, soups, spreads