US: Whole Foods could restart kitchens to make prepared meals - Do shoppers favor prepared foods?

American supermarket chain Whole Foods Market is reportedly considering building commercial kitchens to make prepared meals for its food bars and refrigerated cases. The retailer currently outsources much of its food production after closing its own kitchens in a cost-cutting move last year. The grocer - which also runs coffee and wine bars - plans to add sushi, sheet cakes and juice bars to its in-store offerings in the coming months as well. 

How big is the appetite among the retailer’s current customers for prepared meals?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 30% of Whole Food’s shoppers and 28% of the general US population buy prepared foods/meals at least once a week. 

Additionally, 26% of Whole Foods Market’s customers and 18% of the general US population buy prepared foods several times a month.

Profiles data also suggests that the general US population is more likely than Whole Foods Market’s shoppers to view prepared foods as a convenient option to offer home-cooked meals. While nearly half (48%) of the supermarket’s customers agree with the statement that “prepared foods are a great way to provide home-cooked meal with little effort,” more than half (59%) of the general US population agree with the statement.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles. 

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