CONVENIENCE CALLED KEY INGREDIENT FOR MAIN HMR CUSTOMER

WASHINGTON -- Supermarkets have the greatest success selling home-meal replacements to convenience-driven adults who will avoid cooking at any cost, according to a study released by the National Restaurant Association here.ldren and young couples with no children with an average income and less than a college graduate education -- were the most likely to include supermarkets in their dinner solutions.This

WASHINGTON -- Supermarkets have the greatest success selling home-meal replacements to convenience-driven adults who will avoid cooking at any cost, according to a study released by the National Restaurant Association here.

ldren and young couples with no children with an average income and less than a college graduate education -- were the most likely to include supermarkets in their dinner solutions.

This group acquired dinner away from home more than any other, about five times weekly. The average dinner customer dined on food prepared away from home about 2.5 times, while the frequent dinner customer averaged about four times a week.

About 60% of survey respondents in this category carried dinner out from a supermarket more than five times monthly; only strictly carry-out operations were shopped more often.

The "Too Tired to Cook" group has unique characteristics that encourage frequent use of a variety of sources for dinners, such as full-service restaurants, carry-outs and grocery stores.

These consumers are most likely to favor delis, home-style restaurants, Italian foods, Asian foods and supermarkets.

The "Too Tired" consumers are also devoted to carry-out service, the report concluded. To accommodate them, it recommended retailers provide plenty of accessible parking, a separate carry-out counter with menus and call-ahead service, sturdy food containers and easy payment options.