Profiling roles are the groups of goods that aim to stand out from the competition and with which to attract customers. They are the main reason for customer visits. For this reason, they also take up the most resources, even though they often account for only a fraction of the product range.
In classic food retailing (in this case full-range retailers), the fresh produce section usually has the profiling role: the selection of fresh fruit and vegetables stands for a general food competence, can be attractively staged and is therefore allocated a disproportionately large amount of space, usually directly in the entrance area of a supermarket.