The Forgotten Middle Aisle

Published on13 AUG 2018
Technology Driving Innovation

Sales of the non-perishable goods you usually find in the center aisles of supermarkets are moving online as consumers opt for fresh foods on the store’s perimeter—and adding to the pressure for traditional middle-aisle sales is the rise of natural, organic foods from smaller upstart brands. Goldman Sachs Research’s Jason English explains the accelerating trend and how both eCommerce and grocery players are adapting.    

If we think about the categories that are accelerating online—or will be more developed online in the future—most of those categories reside in what we refer to as the center of the store.