American supermarkets are starting to shrink after decades of getting bigger and bigger, the New York Times reports. The average supermarket is still larger than a football field, but retailers have begun opening smaller outlets to appeal to rushed consumers who want to pick up groceries without having to wander through dozens of cavernous aisles.
Supermarket chains have been rushing to open "express outlets" since British giant Tesco began to grab a slice of market share with its Fresh & Easy stores. Experts say the trend signals that convenience is beginning to outweigh choice for many shoppers. "If you’ve got 50 feet of ketchup and what you want is Hunt’s 64-ounce and you can’t find it, people get overwhelmed," an analyst noted.