Kroger, the nation’s largest conventional grocer, is focused on capturing its fair share of the “good-for-you” products market. The retailer recently reported that it generated $11 billion in sales from natural and organic products during the past year, which is equivalent to about 10% of total company revenues.
A key contributor: Growth in Kroger’s Simple Truth natural and organic private label, which includes an increasing number of gluten free items. Kroger’s Nature’s Market area features a growing roster of Simple Truth gluten free items, including baking mixes and pasta assortment. Shoppers also can find Simple Truth frozen waffles and breaded chicken tenders in the frozen aisles.
Watch future posts for more on gluten-free private label examples.
Key Takeaways:
- Mainstream retailer Kroger is intent on taking share of shoppers and share of wallet away from “healthy” supermarket specialists, e.g., Whole Foods, The Fresh Market and other niche grocers.
- Kroger continually looks for ways to improve and expand its Nature’s Market department as well as the Simple Truth brand. Rolling out an increasing number of gluten-free items could spell trouble for some name brand equivalents (NBE).
Full report (PDF) available here: GLUTEN FREE Retail Intelligence, January 2016