The food retail sector has been undergoing profound transformations in the way it exists over the past ten years. Due to changes in consumer habits and technological advancements, the previously clear division between dining out and grocery shopping has been blurred, making the sector more heterogeneous. According to the research "Retail Reinvention: A Framework for Future Growth," conducted by Euromonitor in partnership with the National Retail Federation (NRF) and presented exclusively at NRF Retail’s Big Show 2025, although in 2023, 72% of global food sales came from supermarkets, grocery stores, and local hypermarkets, these sectors have shared space with discount wholesalers, buying clubs, food e-commerce, and food delivery, pickup, or takeout services.drive-thru.
"Youdrive-thrusare expanding beyond traditional networks offast foodand now they are adopted by coffee shops, bakeries, and even casual restaurants. Another important trend is the merging of retail with food services. This includes the increase of ready meal stations in supermarkets and the integration of kitchens‘ghost kitchens’in large supermarket chains. These are culinary operations that prepare meals exclusively for delivery or takeout, often sharing space with other brands to reduce costs," explains Michelle Evans, Global Lead, Retail and Digital Consumer Insights at Euromonitor International, and author of the study, who dedicated a lecture at the event to the research.
According to her, consumers' pursuit of convenience, cost-effectiveness, health, and sustainability, especially in North America, is transforming the way they buy and consume food. An example of this is the fact that, worldwide, 60% of customers say they prefer brands that demonstrate a commitment to sustainable practices. They are also willing to pay more for more nutritious and better-tasting products, as well as preferring locally produced foods. In this scenario, the challenge for retailers is to ensure convenience for the consumer in everything they want and need, and at this point, digitalization takes a central position.
Michelle suggests that technology will be essential for the continuous growth of the food retail sector, whether in physical or digital space, as it helps improve the customer experience. The study conducted by her shows that 58% of consumers already research on their cell phones before making food-related purchases, which did not happen ten years ago. Furthermore, by 2025, there is an expected 5% growth in online food purchases. This is already happening in larger stores, where the purchase starts online but ends in the physical store. The customer searches on the restaurant's website or app, but goes to the store to see the product and have the experience of being there, sitting there, and spending some time. The physical space then becomes a hubof experiences, which provides the opportunity to try products and have someone to serve and ensure personalized, assisted service," comments Pedro Albuquerque, co-founder and Director of New Business at RPE – Retail Payment Ecosystem, a company specialized in payment solutions.
This movement suggests a new dynamic in retail, which is investing in private labels, while brands are acting more like retailers, a strategy used to build customer loyalty and create more identity, as well as to offer higher profit margins when well implemented. In addition to being possible to practice it at all stages of the purchase journey, it has a special role in the payment stage. "A smooth, frictionless payment journey can be the icing on the cake for a positive purchasing process. The retailer can also offer their own cards that guarantee discounts or easier payment options, such as larger installment plans. Depending on the customer's needs, it is also possible to secure lines of credit or loans," explains Albuquerque.
For the specialist, the most interesting thing for the retailer is to create a business plan tailored to their reality to ensure financial structuring, risk mitigation, and a strategy that takes into account the specificities of the food retail market. The RPE can assist the retailer in developing a business plan for financial structuring and provide a comprehensive end-to-end technology platform so that they can operate a product in retail. Additionally, we provide full support for him to manage the operation. The platform iswhite label, so it can operate in supermarkets, hypermarkets... This will ensure operational efficiency, technology, and a smoother, more convenient shopping experience for the customer, without friction.
