Supermarkets: Super Challenges

Changes in American demographics have contributed to both the success of supermarkets and the challenges they have faced, particularly in recent years. As women entered the workforce during and after World War II, they were less willing or able to spend as much time shopping or cooking. Restaurant and takeout meals came to replace a significant proportion of home-cooked dinners and this decreased supermarket sales.

A more serious challenge facing supermarkets has been rise of new competition. First, there was the return of the public market in a more modern form. Since the 1970s green markets, or farmers’ markets, have sprung up in many communities offering fresh produce, artisan breads, farmstead cheeses, and small-batch preserves. Many people appreciate the opportunity to buy quality products directly from local farmers and artisans, who benefit tremendously from the direct sales.