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How Supermarkets Are Shaping Up and Growing Their Lower-Calorie Products

Hank Cardello & Jeffrey Wolfson

Report Highlights

  • Supermarket sales of lower-calorie foods and beverages are growing faster than higher-calorie options.
  • Lower-calorie product sales in supermarkets command a higher percentage of total sales than they do for either consumer packaged goods companies or restaurant chains.
  • However, lower-calorie products in supermarkets are not driving growth as robustly as for packaged goods companies and restaurant chains.
  • Despite growing faster than higher-calorie items, lower-calorie product share of total sales underperforms in food deserts compared to supermarkets located outside food deserts.
  • Higher-calorie versions make up the overwhelming proportion of sales of products contributing the most calories to children and adolescents and are growing at a faster clip.
  • Private label food and beverage products are making significant inroads in driving lower-calorie sales growth.

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