Fresh food is the fastest growing department at the supermarket,despite Americans are facing rising food prices, plus they are eating more sweets, according to Nielsen Perishables Group. With consumers continuing to lose their taste for frozen and canned goods in 2013, fresh food sales grew 5.4 percent from a year earlier, to $134 billion. They now represent about 30 percent of supermarket sales.
Contributing to the growth of fresh foods is the fact grocers are stocking an ever-greater selection fresh fruits and vegetables, says Jonna Parker, director of Nielsen. Another factor: Mass merchants, such as Wal-Mart Stores, and club stores are selling more fresh foods; these retailers are projected to account for one-quarter of fresh-food sales by 2016.
Nielson reports meat and produce make up the majority of fresh food sales, with 39 percent and 32 percent, respectively, followed by deli, baked goods, and seafood. The mix is different for online orders, however, where meat is a smaller share of sales—consumers prefer to see and touch beef, chicken, and pork before purchasing.