How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...

 
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How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
How Technology is Changing
      Grocery Shopping,
From the Consumer Perspective
             September 6, 2018
                  1pm ET
              #GroceryTrends

       Conference line: 866-269-6685
          Conference ID: 9680617
   International Dial In: +1-647-427-3128
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
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#GroceryTrends                                                                       2
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
Meet your presenters

                                                              David Fikes
Steve Markenson                                             VP, Communications &
   Director, Research                                    Consumer/Community Affairs
Food Marketing Institute                                   Food Marketing Institute

                                Doug Baker
                            Vice President, Technology
                             Food Marketing Institute

#GroceryTrends                                                     3
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
Research background

For more than four decades, FMI has been tracking the trends of grocery shoppers
in the U.S., taking note of where they shop, how they shop and what issues are most
important to them as food shoppers. For the past four years, FMI has partnered with
The Hartman Group to conduct this research.

Methodology

Quantitative Research                              Qualitative Research
• A 25-minute online survey among n=2,136 U.S.     • In-depth 1-on-1 interviews with shoppers from 4 multi-
  shoppers aged 18 and older, responsible for at     person households and 1 single-person household in
  least 50% or more of the grocery shopping in       the Baltimore area, including home tours of kitchens
  their household                                    and food-storage areas, as well as shop-along
                                                     interviews in frequented food retail locations
• Fielded February 4-16, 2018
                                                   • Five 1-on-1 virtual interviews with shoppers across the
• Additional analysis includes U.S. Census,
                                                     nation, augmented with a homework exercise using
  Bureau of Labor Statistics
                                                     photos and words for shoppers to show what “eating
                                                     well” means to them and how shopping supports these
                                                     needs
                                                   • Fielded in October 2017

#GroceryTrends                                                                             4
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
Overview of 2018 findings

          2017                                                   2018
 ➢ Channel fragmentation          ➢ Online has evolved from a grocery channel to a
   continues, with                  grocery touchpoint
   ecommerce gaining users           • Older shoppers are adopting and younger shoppers are
                                       discovering a future that differs from industry assumptions

                                  ➢ Shoppers evaluate a food retailer by how well it
 ➢ Transparency means               supports their overarching goal of eating well
   context beyond the                • Individualized and grounded in occasions, eating well
   package                             includes diverse objectives around taste and enjoyment,
                                       health and connection

                                  ➢ Shoppers trust in their food store to support their
                                    wellness more than ever, even as they rely on a
 ➢ Food retailers are               wider variety of stores in order to shop well
   increasingly well-
   positioned for shopper            • Grocery stores increasingly need to fulfill a diversity of food
                                       experiences, with strategic opportunities to align in-store
   wellness                            and digital touchpoints to enhance choice, enjoyment and
                                       personal connection

#GroceryTrends                                                                     5
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
#GroceryTrends   State of the Marketplace
                               6
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
Grocery shopping remains a national pastime

Currently in the U.S.

                                                     “He does more of the
                                                   shopping now. It used to
                                                    be that he did most of
                                                    the cooking when I did
                                                    the shopping, but now
                                                     our roles have kind of
                                                    flipped now that we’re
                                                        eating healthier.”

85       %    of all adults say they have
              at least 50% of the responsibility
              for household grocery shopping
                                                                  —Tanya, 45

  89%   80%   (compared to 84% in 2017)

#GroceryTrends                                                7
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
Co-shopping is still the prevailing strategy

WORLD OF SHOPPERS
Single-person Households                           Multi-person Households
                                                         CO-SHOPPERS
                                                    varying degrees of sharing the labor

       27%                       44%                             7%                               23%

     SELF SHOPPER          PRIMARY SHOPPER             SECONDARY SHOPPER                       SHARED SHOPPER
      ALL shopping          Majority of shopping             Minority of shopping               Equal shopping

     44%      56%             35%        65%                   70%         30%                  59%        41%

       vs. 2017                  vs. 2017                         vs. 2017                         vs. 2017
     45%       55%             39%         61%                 66%          34%                  48%        52%

  #GroceryTrends                                                                           8
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
One-third of shoppers now shop online

                        Today:
                        34% of shoppers are shopping online

                        28% are shopping online-only retailers,
                        up from 16% in 2015

#GroceryTrends                                     9
How Technology is Changing Grocery Shopping, From the Consumer Perspective - September 6, 2018 1pm ET #GroceryTrends Conference line: 866-269-6685 ...
Weekly trips remain stable, even among online shoppers

                                                                                                          Online
                                                                                                    1.6   Shoppers
          2.2
                2.1                     2.1
                                                    2.2                                 1.6
                                  2.0                                                   trips per
                      1.9   1.9                                                           week
                                                                                                          Non-Online
                                              1.7         1.7               1.6                     1.5
TRIPS

                                                                1.6               1.5                     Shoppers
                                                                      1.5

         2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

        #GroceryTrends                                                                        10
Online shopper’s weekly spend higher than typical shopper

                                                                                                        $127
                                                                                                          per week
                                                                                                          by online
                                                                                            $110           shoppers
                                                 $105     $106                     $107
                                 $100                             $103     $101
                 $98     $98              $97
          $93
                                                                                            $104
                                                                                                    $109
SPEND

                                                          $97      $98     $98     $100
                         $93     $94              $95
          $86    $87                      $90                                                         spent on
                                                                                                    groceries per
                                                                                                        week

                    Weekly spending on "grocery-type" items (FMI estimate of prior calendar year)

                    Weekly spending on key grocery categories (U.S. Bureau of Labor Statistics estimate) of
                    calendar year shown

          2007   2008    2009    2010    2011    2012     2013    2014     2015    2016     2017     2018

        #GroceryTrends                                                                      11
Insert picture

#GroceryTrends   Meet the Online Shopper
                                       12
Online shoppers shop multiple channels/banners

                        CHANNELS USED ‘ALMOST EVERY TIME’ WHEN SHOPPING FOR
        Shoppers        FOOD AND GROCERIES
  visit an average of
                                                       Online      Non-Online
        4.1                                           Shoppers      Shoppers
  retail banners for
    groceries each      Supermarket                     55%           59%
        month           Supercenter                     29%           23%

                        Mass                            22%           12%

    ONLINE
                        Club                            14%           6%
 Shoppers visit an      Limited Assortment              15%           7%
    average of
                        Natural/Organic                 11%           2%

    5.3                 Drug                            10%           2%

 retail banners for     Ethnic                          12%           1%
   groceries each
       month            Number of Channels              3.8           2.8

#GroceryTrends                                                13
The gender divide in online shopping, almost equal

                 All Shopers   45%             55%

         Online Shoppers        51%             49%

    Non-Online Shoppers        42%             58%

                                      Males   Females

#GroceryTrends                                  14
The generational divide in online shopping, or not

WORLD OF SHOPPERS
           All Shoppers       32%             29%                32%         7%

       Online Shoppers            47%                 31%              19%    4%

  Non-Online Shoppers       24%         27%                 39%              9%

                          Millennials   GenX        Baby Boomers         Silent

 #GroceryTrends                                             15
What is the demographic profile of online shoppers?

                                                    Non-
                 40%                                Online
                                        23%
                        54%
                                              36%   Online
                                                    Shoppers

                                          $74,000
                  52%
                        68%
                                          $87,000

#GroceryTrends                                16
Online shoppers are planners

                                         Pre-shopping Activities

              Check pantry/fridge                                                               84%
                                                                                          78%

                     Check recipes                              42%
                                                                       55%
                                                                                   Non-Online
                   Plans out meals                       34%
                                                                 44%               Online Shoppers

                                          List Making

                 Make shopping list                                               75%
                                                                                        81%

  Different lists for different stores             29%
                                                          39%

#GroceryTrends                                                               17
Online shoppers utilize digital and traditional list tools

                                      List Development Tools

                                                                                               87%
                                                  Paper list
                                                                                         77%

                                                                6%
                   Paper list on flyer/handout from store
                                                                      15%

  Digital tool/service for lists in general (such as Cozi,     4%
 Google Keep, Remember-The-Milk, Wunderlist, AnyList)                 17%

                                                               3%
                    List feature on store's website or app
                                                                      15%

     Digital tool/service for grocery lists (such as Out-Of-   2%                Non-Online
             Milk, Grocery IQ, Yummly or BigOven)                   10%          Online Shoppers

#GroceryTrends                                                              18
Shoppers are savvy digital shoppers

                                    Digital Shopping Activities

                                                      23%
   Check stores’ online offerings                                           46%

                                                            27%
          Use grocery store app                                             46%

                                                            27%
     Search online for discounts                                          43%

                                           8%
      Go online for product info                                    36%

                                                14%
   Use other grocery-related app                                    35%

                                                                                       Non-Online
                                      5%
       Search online for reviews                              30%                      Online Shoppers

#GroceryTrends                                                                    19
Insert picture

The Online Shopping Experience
                             20
Online shopping happens less frequently than in-store shopping

                             Frequency of online ordering

           15%         15%         24%                      46%

          Once+/Week     Every two weeks   Once a month   Less often

                                                                    Online Shoppers
                                                                   order an average of
                                                                       once per
                                                                        month

 #GroceryTrends                                                   21
Online shoppers take advantage of online service features

                                           Online Shopping Activities

    List-building tools based on previous purchases                                      58%

                         Return of unwanted items                                    57%

      Subscribe-and-save for frequently purchased
                                                                                   52%
                        items

    Integration with other online services (recipes,
                                                                        38%
        meal-planning, nutrition, financial, etc.)

#GroceryTrends                                                                22
Center store continues to dominate online,
                   though fresh categories are gaining

Past-year online purchases most
                                                                             Categories ordered online least
  often include non-perishables
                                                                             often include many perishables

      Health & beauty     38%                                                20%   Milk, non-dairy substitutes
           Salty snacks   35%                                                19%   Fresh meats and seafood
          Coffee & tea    34%                 Meat /                         18%   Non-prescription drugs
                                  Dairy                     Deli   Bakery
     HH cleaning items    34%                 Seafood
                                                                             17%   Packaged meats
       Paper products     30%                                                14%   Deli foods
Packaged/canned foods     30%                                                11%   Fresh bakery items
                                            Center Aisles          Produce
                                                                             10%   Fresh prepared
                                  Frozen

                                           Checkout
                                                                             7%    Meal kits
                                                                             3%    Baby foods*

#GroceryTrends                                                                          23
While online is emerging as a player in center store,
        in-store retains trust in the important fresh categories
                                   Prefer to buy online                                 Prefer to buy in-store
Routinized Tasks, Routinized                     2%             Fresh produce                                       92%
Purchases                                       3%                 Deli foods                                       91%
                                                3%          Refrigerated dairy foods                                91%
Online is helping to absorb the                 4%          Fresh meats & seafood                                   91%   FRESH
                                                3%            Fresh bakery items                                   91%    PERIMETER
drudgery of shopping—not only                                 Milk or substitutes                                  90%
                                                3%
the task itself, but by managing                3%              Packaged meats                                     89%
routine, bulk-oriented or less                 5%               Fresh prepared                                    87%
inspiring staples.                              3%               Frozen foods                                     87%
                                                3%             Packaged breads                                    86%
                                                4%                  Sweets                                      76%
                                              5%             Baking/cooking items                               75%
                                               4%          Ready to drink beverages                             75%
                                               5%           Packaged/canned foods                              73%
                                               4%                 Salty snacks                                 73%
                                               5%                 Condiments                                   73%
                                              6%                   Meal kits                                  69%
                                              6%            Non-prescription drugs                            68%
                                            9%                   Coffee & tea                                67%
                                            9%                    Bulk foods                                 65%
                                         15%                      Baby food                                 64%
                                             9%           Household cleaning products                       63%
                                             8%                 Paper products                              63%
                                          11%              Health & beauty products                         62%
                                        17%                    Pet food or treats                          58%

   #GroceryTrends                                                                                                24
Range of options for online order delivery

                                                                                                    ONLINE FOOD SOURCES USED,
                                                                                                               BY GENERATION
        38%

              29%                                                                                                              28%
  26%
                                      19%                                                                                18%         18%
                    14%   13%                                         12%                                                                  11%
                                 9%         8%
                                                                 5%                               6%                                             5%
                                                  3%    3%                  3%              3%
                                                                                 1%   0%               1%   1%   0%

  Online grocery ordering       Online for same/next-day         Meal kit subscriptions         CSA subscriptions        Food service (takeout,
           (net)                      delivery (net)                                                                       pickup, delivery)

                                                                                           ONLINE FULFILLMENT MODELS USED,
                                                                                                            BY GENERATION

  13% 15% 14% 11%                     16%                                                        13%
                  9%            10%         10%                       9%                                                       10%
                                                  5%            4%                         6%          5%               6%           5%
                                                        2%                  3%   0%   0%                    1%   0%                        2%    3%

  Standard shipping to my       Pickup at my local store          Pickup at a drop-off     Same-day home delivery       Next-day home delivery
    home via UPS, postal                                        location other than the
       service, etc.                                                     store

                                   Total               Millennials           Gen-X           Boomers                Matures
                                                       18-37                 38-53           54-72                  73+

#GroceryTrends                                                                                                          25
Use of online grocery is spreading across generations

   ONLINE FULFILLMENT SERVICES USED, BY GENERATION, HISTORICAL TREND

    Same/next-day                             Standard shipping                                    Pickup at my                          Pickup at other
    home delivery                                 to home                                           local store                              location
           19%
                                                                                                    16%
   15%                                                 15%                                 15%
                                               14%                   14%
                                                                                   11%
                                                              10%                                                 10%                   10%
                                                                                                                                                9%
                         8%
                                                                            6%
                  5%                                                                                       4%                   5%
                                       3%
                                2%                                                                                       2%                             1% 3%
    2017

           2018

                  2017

                         2018

                                2017

                                       2018

                                                                            2017

                                                                                   2018

                                                                                            2017

                                                                                                    2018

                                                                                                           2017

                                                                                                                  2018

                                                                                                                         2017

                                                                                                                                2018
                                                2017

                                                       2018

                                                              2017

                                                                     2018

                                                                                                                                                        2017
                                                                                                                                         2017

                                                                                                                                                 2018

                                                                                                                                                               2018
                                                                                                                                                                      0% 0%

  Millennials    Boomers                      Millennials       Boomers                   Millennials         Boomers                  Millennials       Boomers
             Gen X
  Same/next-day home delivery                             Gen X
                                              Standard shipping to home                               Gen  X
                                                                                             Pickup at my local store                              Gen X
                                                                                                                                         Pickup at other location

#GroceryTrends                                                                                                                                  26
Insert picture

#GroceryTrends          Online In-Store
                                  27
Technology is widely used in-store by all shoppers

                                                                    Millennials

                                                    Total                                   Gen X   Boomers
                                                            with kids
Online shoppers use technology in-store in many ways

                                 In-store Technology Activities
              Use a smartphone in store                                                      83%
                                                                                                   90%

                    Use digital coupons                               47%
                                                                                63%

  Check weekly specials at primary store                          43%
                                                                              59%

                        Look up recipes                   33%
                                                                              59%

       Read reviews of products/brands              18%
                                                                        49%

               Use in-store item locator          16%
                                                                39%
    Scan QR code or barcode to compare        11%
            pricing across store                                40%
                                                                                         Non-Online
Scan QR code or barcode of item to learn     9%                                          Online Shoppers
     more about nutritional content                         38%

#GroceryTrends                                                                      29
Retailers should consider multiple touchpoints
                        to engage shoppers

                          Used a rewards card or account                                                 51%
                                                                                                        50%

                                     Used a mobile app*                                             46%
                                                                                        29%

                                       Grocery store app                               27%
                                                                                 20%

                   Interacted through the store's website                        19%
                                                                           13%
                                                                                                    Grocery Store
                                                                             17%
      Signed up for newsletters via email or home address
                                                                      10%                          app downloads
     Signed up to receive customized email or newsletters
                                                                       11%
                                                                                 19%                       up
                                                                           14%
                                                                                                   from 15% in 2017
   Submitted contest entry with phone number or address
                                                                  7%                                    to 22%
   Followed/liked my store through online social network                    16%
                                                                 4%

            Provided my phone number for text messages                 12%
                                                                 4%
                                                                                                    Online Shopers
                     Maintained health profile with store             9%
                            dietitian/nutritionist          0%                                      Non-Online
                                      None of the above                      18%                    Shoppers
                                                                                             34%

#GroceryTrends                                                                                     30
Insert picture

 Online vs. In-store
                 31
Online shopping has emerged as a solve for the pragmatic
   elements of shopping well while supporting personalization
“The main online advantage is the extremely fast checkout. It might take me 30 minutes to gather everything I need,
whereas online I get the same stuff in a few minutes. Saving time. That’s the main thing.” – David, 45

                     ADVANTAGES OF ONLINE GROCERY SHOPPING

                                          Saves time                                  53%
                                                                                            Online lubricates friction points of
                                    More convenient                                  50%    task and budgetary management
          Allows me to get items I can't find in store                31%
                                                                                            Time, convenience, accessibility are
                                                                                            biggest benefits.
                                        Saves money             20%                         It also delivers a degree of
              Provides a wider selection of products            19%
                                                                                            personalization, using technology to
                                                                                            anticipate needs and preferences for
   Can keep stored shopping list and reorder from it          17%                           more seamless use.

              More pleasant than going to the store           16%                           Online broadens and deepens
           Knows my preferences/shopping history              15%                           choices
                                                                                            Taps notions of personalization by
      More sustainable than single trips to the store     11%               Pragmatism
                                                                                            providing greater access to categories
                                                                            Exploration
                    Provides better-quality products     8%                                 and brands that align with household
                                                                            Ethics          interests and preferences.
                           Provides fresher produce      7%

  #GroceryTrends                                                                                        32
Loss of control, cost and quality are disadvantages
                      of online shopping
                                                                      DISADVANTAGES OF ONLINE GROCERY SHOPPING

                                                                  I can't pick my own products                               33%

                 “When in the store, I can look around                I can't return items easily                          28%
                 to see what they have if they are out
                 food or something. Maybe I’ll do X or                        Is more expensive                           27%
                 Y. And I can see if the ingredient list
                 has changed by the manufacturer. I          Products are sometimes delivered
                                                                    spoiled or broken                                 23%
                 can’t do that if someone else is picking
                 my food for me. I can make the best                    Products aren't as fresh                     22%
                 choices for me.”
                 – Dena, 47                                 Is harder to notice and explore new
                                                                                                                     22%
                                                                          products
                                                             Takes away opportunity to get out
                                                                      of the house                                  18%
                 “If I were to shop online, I’d
                 have to have more money. I
                 couldn’t be as financially tied
                                                                               Takes more time                13%
                 to what’s on sale.”
                 – Stephanie, 33
                                                              Is less fun than going to the store         10%

                                                                           Is more complicated           9%

                                                                              Is less convenient         7%

                                                                                           None               11%

#GroceryTrends                                                                                      33
Despite in-roads by online, in-store remains differentiated
     for its expertise in fresh categories and service
                                                              B&M does        Online does a
                                                             a better job   better or equal job

                            Freshness of perishable items       60%                22%

                                   Good value for money         44%                36%

                               Affordable everyday prices       46%                35%

                              Broad selection of products       41%                42%

                                       Convenient to use        38%                45%

      Ability to save through sales, discounts and coupons      45%                35%

                                   Openness and honesty         31%                38%

                                 Helpful customer service       45%                33%

                                     Easy returns process       49%                26%

                         Quick access to customer service       48%                32%

                         Sustainable and ethical practices      27%                36%

                  Availability of loyalty/rewards programs      42%                32%

                   Access to detailed product information       26%                49%

                    Selection of natural product offerings      32%                39%

                    Selection of organic product offerings      32%                38%

     Opportunities to explore & learn about food/cooking        25%                39%

#GroceryTrends                                                                           34
Online shoppers hold online and in-store to similar standards
                                      IMPORTANT QUALITIES OF A REGULAR FULL-SERVICE
                                         SUPERMARKET VS. ONLINE FOOD RETAILER
                                                 (Among Online Shoppers)

                          Freshness of perishable items                                               75%
                                                                                                  68%
                            Affordable everyday prices                                              71%
                                                                                                 67%
                                     Convenient to use                                     59%
                                                                                             63%
                            Broad selection of products                                       64%
                                                                                           59%
                                Openness and honesty                                       59%
                                                                                          58%
                              Helpful customer service                              49%
                                                                                        53%
        Ability to save through sales/discounts/coupons                                    58%
                                                                                       52%
                      Quick access to customer service                            45%
                                                                                      51%
                                   Easy returns process                          44%
                                                                                     50%
                Access to detailed product information                     37%
                                                                                    48%
                       Sustainable and ethical practices                      41%
                                                                            38%            Regular full-service
                                                                                           supermarket
               Availability of loyalty/rewards programs                     39%
                                                                          34%
                                                                                           Online food retailer
                  Selection of natural product offerings                   36%
                                                                         33%
                  Selection of organic product offerings                  34%
                                                                        31%
                       Opportunities to explore & learn           21%
                                                                     26%

#GroceryTrends                                                                                   35
Insert picture

The Future of Food Retail
                       36
As the landscape changes, B&M will remain in
             shoppers desire to eat well and shop well
                                                TO HELP ME EAT WELL, 2-3 YEARS FROM NOW, I WILL…
                                                Shop in store more   No change      Shop online more

                                        Total      19%                     65%                 16%

                             Millennial 18-38      18%                 55%                 27%

                                Gen X 39-52        17%                  64%                  19%

                              Boomer 53-71          20%                       73%                 8%

                         Millennial with kids      18%               48%                 34%

                     Millennial without kids       18%                  59%                 23%

                How grocery stores will be used is likely to shift
   “I’ll do some in-person shopping just to pick my own produce and the social
   element. But I can imagine Online increasing ... When we’re fully into our
   retirement … We will have all this time but we may want to use that time for
   something else.”
   – Randy, 55 & Linda, 55

#GroceryTrends                                                                                         37
The future value of food retail will require it to navigate quality,
         facilitate choice and create personal connection
                                                                                                    “In the future we may do the physical
Adapting, Integrating Channel Strategy
                                                                                                      store only when we want to explore
Rather than a separate, competitive                                                                         specialty items or certain fresh
channel, Online may well be integrated as a                                                             things. Especially if they have very
central part of retailers’ strategy, speaking                                                               personable employees and the
to shopping and eating occasions especially                                                                      samples are impeccable.”
suited to that touch point.
                                                                                                                             – Eric, 31 & Therese, 30

                 What would be a problem if regular stores disappeared and I had to get all my groceries online …
                                                                                                                                         No, this isn't a
      8%                 13%                                                                                                             priority for me
                                          33%               26%                  38%                 37%                 48%
     25%               39%                                                                                                               No, online-only
                                                            36%                                                                          resources will
     67%                                  23%                                    26%                 35%                                 solve this
                       48%                                                                                               28%
                                          44%                                                                                            Yes, this will be a
                                                            38%                  36%
                                                                                                     28%                                 problem
                                                                                                                         24%

  The perishable I won't be able to   I will feel  It will be harder to   I won't have access It will be harder to    With quick
items won't be as choose my own disconnected from      know where          to a live person to get products in an delivery, I won't be
   fresh or high-    foods and      the products I    products come         help me find and     ethical and/or    as motivated to
      quality        beverages        consume               from            choose products sustainable way              make
                                                                                                                   weekly/monthly
                                                                                                                      meal plans

#GroceryTrends                                                                                                          38
Digital communication is increasingly influencing
                      both eating and shopping well

Already entrenched in pre-shopping, digital
tools are increasingly influencing in-store rituals
 ⚫   Digital list making
 ⚫   Websites and apps for passive and
     active discovery, information
 ⚫   Smartphone use in-aisle
 ⚫   Amazon Prime household penetration
     and use in non-food grocery

                               “Prior to the smartphone, I
                                needed a computer. But in
                           the store I may pivot my plan.
                             I’ll google something to find
                                  a quick recipe or text [my
                                   wife] to confirm things.”
                                                 – Eric, 31

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Procuring groceries online is the inevitable progression
     of digital’s influence on eating and shopping well

                                                         Third-Party Delivery
                                     Replace visits      Click & Collect
  Consumers are experimenting with                       Pure Play
  various modes and resources to
  determine if/how online delivers
                                                         Direct to Consumer
  against shopping-well aims
                                     Augment visits      Meal Kits
                                                         Snack Kits

                                                “[I tried a third-party grocery
                                                delivery] service and it was great.
                                                Whether it’s grocery delivery or
                                                shipped to your doorstep the key
                                                is the quality of the person
                                                picking the items.”
                                                – Dena, 47

#GroceryTrends                                                     40
KEY TAKEAWAYS ABOUT
HOW TECHNOLOGY IS CHANGING GROCERY SHOPPING

Shoppers now experience food digitally: Younger consumers already accept digital
tools in their food shopping routines, have begun to leverage digital innovations to
expand their eating routines, and expect digital platforms and tools to evolve to help
them to both eat and shop well; a meaningful number of older shoppers are now
starting to experience food through technology as well

Supermarkets are central: Although online retailers are developing new solutions and
experiences, B&M supermarkets will continue to have an important role, particularly
for fresh categories and personal experiences

 #GroceryTrends                                                       41
Q&A

#GroceryTrends    42
From FMI …

 June 26                   July 31                  Today

 1. Inside the Grocery     2. The Shopper Desire    3. How Technology is
    Shopper’s Head:           to Eat Well and the      Changing Grocery
    Where They’ve Been,       Implications for         Shopping, From the
    Where They’re Going.      Shopping.                Consumer Perspective.

 #GroceryTrends                                             43
Learn more about Grocery
                 Shopping Trends and
                 download the full report at:

                 www.fmi.org/grocerytrends

#GroceryTrends                   44
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