Supermarkets are failing to keep up with changing consumers who favor fresh food and spend less on branded consumer packaged goods, according to a report from Hartman Strategy. Chains that are succeeding are focusing on upmarket or downmarket specialization, such as Whole Foods Market or WinCo Foods, or localizing offerings, such as Wegmans Food Markets. The report says the middle-class consumer is increasingly likely to trade up or down, depending on context.

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