Driven by the service sector and changes in consumer habits, food retail is more heterogeneous, details NRF 2025

Food retail has been showing profound transformations in the way of existing if we consider the last ten years. Due to changes in consumer habits and technological advances, the division before clear on purchases in restaurants and grocery shopping has been lost, leaving the sector more heterogeneous. According to the survey “Retail Reinvention: A Framework for Future Growth”, prepared by Euromonitor in partnership with the National Retail Federation (NRF) and presented exclusively at NRF Retails Big Show 2025, although in 2023, 721 grocery stores, grocery stores and grocery stores have shared sales space, grocery stores and grocery stores drive-thru.  

“Os drive-thrus they are expanding beyond traditional networks of fast food and now they are adopted by coffee shops, bakeries and even casual restaurants. Another important trend is the fusion of retail with food services.This includes the increase of ready-made dining stations in supermarkets and the integration of kitchens ghost kitchens these are culinary operations that prepare meals exclusively for delivery or pickup, 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 research event.  

According to her, the search of consumers for convenience, cost-benefit, health and sustainability, especially in North America, is transforming the way they buy and consume food.An example of this is the fact that, in the world, 60% of customers say they prefer brands that demonstrate commitment to sustainable practices. They are also willing to pay more for more nutritious products that taste better, as well as prefer locally produced food.In this scenario, the challenge for retailers is to ensure convenience for the consumer in everything he wants and needs and, and at this point, digitization occupies a central position.   

Michelle suggests that the technology will be essential for the continued growth of food retail, whether in the physical or digital space, because it helps to improve the customer experience. The study conducted by her shows that 58% of consumers already do searches by mobile before making purchases related to food, which ten years ago did not happen. In addition, for 2025, there is an expected growth of 5% in online food purchases. “This is already happening in the larger stores, which is: the purchase starts in digital, but ends in the physical store. The customer searches for the website or physical application of the restaurant, but goes until the store to see the product there and have a place. hub of experiences, which gives the opportunity to try products and have someone to meet and ensure a personalized service, assisted”, comments Pedro Albuquerque, co-founder and Director of New Business of RPE & Retail Payment Ecosystem, a company specializing 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 retain customers and create more identity, in addition to offering more profit margin when well applied. In addition to being possible to practice it in all parts of the purchase journey, it has a special role in the payment stage.“A fluid payment journey, without friction, can be the icing of the cake for a positive purchase process. The retailer can also offer own cards that guarantee discounts or more ease of payment, as a larger installment. Depending on the customer's need, it is also possible to guarantee lines of credit or loans. 

For the specialist, the most interesting for the retailer is to create a business plan according to his reality to ensure financial structuring, risk mitigation and a strategy that takes into account the specifics of the food retail market. “A RPE can assist the retailer in the elaboration of a business plan for financial structuring and offer an end-to-end technology platform so that he can operate a product in retail. In addition, we give all the support for him to manage the operation white label, then manages to operate in supermarkets, hypermarkets.This will ensure operational efficiency, technology and a more fluid and facilitated consumer journey for the customer, without” friction.