Inside the Aisles: Why the Grocery Center Store Is Still a Strategic Powerhouse

For decades, the center store has been the heart of the grocery experience — a place where shoppers stocked up on pantry staples, household essentials, and trusted brands. But in recent years, this once-dominant space has come under pressure. Retailers are shrinking its footprint. Shoppers are gravitating toward fresh and perimeter departments. And profitability is being squeezed by rising costs and shifting consumer expectations.

So, is the center store becoming obsolete? Not quite. In fact, it’s evolving — and for brands and retailers who understand the transformation, it still holds immense potential.

The Pressures Facing the Center Store

The challenges are real and multifaceted:

• Shrinking Footprint: Retailers are reallocating space to fresh, prepared, and experiential offerings, often at the expense of traditional center-store categories.

• Profitability Concerns: As competition intensifies and price sensitivity grows, margins are under pressure — especially for national brands.

• Changing Category Mix: Consumers are diversifying their baskets, exploring new cuisines, dietary needs, and product formats.

• Channel Fragmentation: With the rise of e-commerce, delivery apps, and click-and-collect, the way shoppers engage with the center store is no longer linear.

• Demographic Shifts: A more diverse, digitally savvy, and health-conscious shopper base is reshaping expectations.

These forces are converging to create a new reality — one where the center store must fight for relevance.

Why the Center Store Still Matters

Despite the headwinds, the center store remains a critical part of the grocery ecosystem. Here’s why:

• It’s Where the List Lives: According to PDG Insights’ 2025 Diverse Consumer Pulse Study, 42% of shoppers follow a list that guides them to specific sections — and many of those items are found in the center store.

• It’s a Hub for Private Label Growth: With 93% of consumers purchasing private label products in multiple categories, the center store is a key battleground for store brands.

• It’s a Platform for Innovation: From global flavors to functional foods, the center store is where new ideas can scale quickly.

• It’s a Value Destination: Especially in times of economic uncertainty, shelf-stable and bulk items offer affordability and convenience.

In short, the center store isn’t dying — it’s transforming. And those who adapt will thrive.

What Brands and Retailers Should Do Now

To unlock the full potential of the center store, consider these strategic moves:

1. Get on the List: Pre-trip planning is a mix of physical and digital behaviors. Ensure your products are visible in apps, meal planners, and loyalty programs.

2. Drive Aisle Traffic: Use promotions, cross-merchandising, and signage to encourage exploration beyond the perimeter.

3. Know Your Shopper: Diverse consumers are more likely to explore every aisle. Tailor your assortment and messaging to reflect cultural preferences and dietary needs.

4. Align with Retailer Strategy: Understand where your brand fits in the retailer’s broader portfolio — and how you can support their goals for differentiation and loyalty.

Final Thought

The center store may no longer be the default destination it once was, but it’s far from irrelevant. In fact, it’s a space ripe for reinvention. By embracing innovation, understanding evolving shopper behaviors, and delivering real value, brands and retailers can turn the center store into a strategic powerhouse once again.