A family pack is not much of a value when there are fewer people eating it. Yet many package sizes and promotions are still built around households buying for larger families —even with U.S. Census data showing the average household is only 2.5 people. This is down from 3.29 people in the 1960s, a figure that has declined steadily over time.
For grocers, that is a reminder that “value” can look very different when a shopper is buying smaller portion sizes for just themselves or smaller families. And in the same vein, we have GLP-1 users who are eating smaller portions and consuming 21% fewer calories than adults not on the medication. Regardless of why shoppers are searching for smaller portions, grocers can help them find the foods they need in the portions they desire with the right merchandising solutions.
Here are four ideas grocers should keep in mind to appeal to smaller households, single shoppers and GLP-1 users.
Rethink what value means
For smaller households, a “value pack” isn’t as valuable. The lower unit price may not be the best deal if it means spending more upfront and throwing away what goes unused.
Single-portion prepared foods, both fresh and frozen, can make it easier for shoppers to buy what they will realistically consume. FMI reports that 29% of US households consist of just one person, and planning, cooking and shopping for meals can be challenging with just one mouth to feed. Frozen foods can be the answer. Single- and dual-portion SKUs give these shoppers a way to find value without overbuying, while helping retailers show that smaller households are part of the assortment strategy.
Make smaller meals easier
Smaller servings are a balancing act between convenience, variety and value. A shopper may want dinner tonight without committing to three nights of leftovers, or a lunch option that does not require assembling several ingredients.
One option is right-sized grab-and-go meals. Grab-and-go meals are portable, pre-packaged and ready to enjoy at home or even in the car. They’re offered for breakfast, lunch, dinner and snacks in both hot and cold options.
Grab-and-go meals, smaller prepared-food portions and individually portioned frozen items can help find options that fit their routines. The opportunity is not to create a separate section. It is to make right-sized choices easier to discover in the aisles where shoppers are already browsing.
Improve frozen food merchandising for smaller portions
Whether these smaller offerings are new or not, shoppers may need some help finding them—or they might continue buying the larger packages unknowingly. Strong in-aisle merchandising can encourage faster, easier product discovery in the aisles where smaller portions already play an important role, particularly in frozen foods.
Around 37% of shoppers use frozen foods specifically to reduce food waste. ShelfHero On-Shelf Merchandising Systems support that behavior by keeping frozen entrees, appetizers, breakfast foods and even boxed and round pizzas neat, organized and easier to shop while elevating the in-store experience for all shoppers. By improving visibility and presentation, the system helps shoppers quickly identify portion options that fit their needs.
And smaller, healthy snacks too
Don’t stop at full meals. Fresh, healthy snacks are important too product discovery is the first step toward purchase.
SpaceGrid® II Narrow is designed for products like refrigerated single-serve snacks. Its narrow design helps keep products organized and front-facing, while pull-out trays make restocking easier. That gives shoppers a clearer view of what is available and helps small-format products hold their place and maintain visibility on the shelf.
Help shoppers buy the way they actually live
Shoppers shouldn’t have to choose between overbuying and settling for a limited assortment. When package sizes and merchandising reflect how that shopper actually eats, the store becomes easier to rely on. This can be done across departments with smaller-portioned produce packages, single-pound meats and half-pound, pre-sliced deli items.
Choices like these can shape store preference over time. If shoppers know they can find the portions and convenient options that fit their lives, they have a practical reason to come back.
Meeting the needs of those searching for smaller portions does not require reinventing the store. By focusing on the merchandising of smaller frozen entrees, veggies and refrigerated snacks, stores are well on their way to an improved experience. Retail Space Solutions can help stores display these items for easier product discovery and an improved path to purchase.
