PART 6 - THE CHANGING SHAPE OF THE CPG DEMAND CURVE: E-COMMERCE - IRi
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COVID-19 and Navigating the Path Ahead
PART 6 – THE CHANGING
SHAPE OF THE CPG DEMAND
CURVE: E-COMMERCE
July 29, 2020
Read Other CPG Demand Curve-Focused Reports:
Part 1 – Shopper Engagement, E-Commerce, CPG Demand & Beauty
Part 2 – Meat and Millennials’ Impact on CPG Demand Curve
Part 3 – Tracking Transformation of the Retail Landscape
Part 4 – A Global Perspective
Part 5 – Boomers
Executive Summary
A silver lining of the COVID-19 pandemic has been the rapid rise of e-commerce,
relieving shoppers of potential exposure in-store, making it easier for them to
compare prices and often extending access to product assortment. E-commerce has
its share of challenges in terms of shopper satisfaction, lost impulse sales and
increased cost to serve, but retailers, manufacturers and fulfillment partners have
opportunities to erase fulfilment friction and create new meaningful ways for shoppers
to buy and connect with brands and retailers.
The Rapid Rise of E-Commerce
• Driven by concerns over in-store safety, American shoppers during the COVID-19 pandemic
shifted ~2.5% of edible and ~7.0% of nonedible CPG spend to grocery e-commerce.
• Crowd-sourcing model Instacart and large, invested retailers Amazon, Walmart, Target,
Costco, Kroger, Ahold Delhaize and Albertsons have captured increased demand and are
accelerating investments in better shopping experiences, further consolidating the
online landscape to large, national players. See appendix for Instacart case study.
Looking Ahead
• Conversion to e-commerce will continue to rise into 2021 and beyond as infrastructure
investments catch up with heightened demand amid the new normal.
• The rapid change in the omnichannel environment will require manufacturers and retailers
to quickly assess changes in purchasing behavior across in-store and online and adapt
distribution, assortment, marketing, pricing, promotion and logistics accordingly.
• Careful consideration of key word search should support shoppers, promote beneficial
attributes and spark product discovery.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 2
E-Commerce, Grocery and Dollar Channel Sales Growth Have Particularly
Accelerated Since Peak COVID-19 Stockpiling in Mid-March
Dollar Sales Trends in Measured Channels
Dollar Sales % Change vs. YA
CY 2019
Channel
Sales ($B) January &
CY 2019 March April - Present
February
Grocery $320.5 1.7% 1.0% 51.4% 22.8%
Mass $230.3 3.8% 3.2% 28.9% 8.1%
Convenience $161.1 3.3% 2.9% 0.0% 3.6%
Drug $47.8 -0.5% -0.2% 23.1% -3.4%
Club $41.8 -1.4% -0.6% 41.4% 12.5%
Dollar $19.8 12.6% 8.3% 64.7% 24.5%
E-Commerce $99.4 22.4% 30.8% 61.8% 82.9%
Source: IRI POS, Panel, and eMarket Insights data ending 7/12/20.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 3
With COVID-19, E-Commerce’s Share of CPG Sales
Jumped +2.4 ppts in Edible and +7.0 ppts in Nonedible
CPG E-Commerce Dollar Share of Omnichannel
Edible Nonedible
29.7
23.5 22.7
20.9 20.9
19.3 19.7
18.6
15.5
12.8
8.2
4.9 4.9 5.6 5.8
3.7 4.5 4.6
2.3 2.8
2016 2017 2018 2019 2019 2019 2019 2019 2020 2020 2016 2017 2018 2019 2019 2019 2019 2019 2020 2020
Q1 Q2 Q3 Q4 Q1 Q2 Q1 Q2 Q3 Q4 Q1 Q2
Ppt. chg. Ppt. chg.
vs. prior +0.5 +0.9 +1.2 +0.1 +0.3 +0.7 +0.2 +2.4 vs. prior +2.7 +3.1 +2.3 +0.4 +1.2 +2.6 -0.8 +7.0
period period
Source: IRI eMarket Insights, ending 6/14/20. eCommerce share of Omnichannel based on 204 IRI tracked CPG categories, estimates for untracked CPG categories, channels, excludes Convenience. IRI Consulting analysis.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 4
In the Short-Term, Expandable Crowd-Sourcing Model Instacart
is Driving Edible, While Shipment Remains Majority of Nonedible
E-Commerce $M by Modality Type Pre- and During COVID-19
EDIBLE NONEDIBLE
4,456 8,118
400 (5%)
1,374 5,911 673 (8%)
(31%) 299 (5%)
2,883 368
(6%)
Click & Collect 995 1,645
(e.g., Walmart Pickup) (34%) (37%) 7,044
Delivery 875 5,245 (87%)
(e.g., Instacart) (30%) (89%)
1,438
Home Shipment 1,014
(e.g., Amazon.com)
(32%)
(35%)
Feb-20 Jun-20 Feb-20 Jun-20
TOP GAINERS
% of sales pre-COVID-19 12% 23% 28% 58% 6% 1%
% of Feb.-June growth 34% 19% 18% 59% 5% 5%
Source: IRI eMarket Insights, data ending 6/14/20. Based on retailers where modality can be determined or assumed to majority classification. IRI Consulting analysis.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 5
E-Commerce Share Grew Across Categories, But Proportionately More in Edible
E-Commerce Dollar Share of Omnichannel by Category
E-Commerce Share of Omnichannel June – February Change
Category
Feb-20 Jun-20 Ppt. Changee % Changee
Beverage 11.1% 13.5% 2.4 21%
Packaged Food 8.6% 12.7% 4.1 47%
Frozen Foods 8.8% 11.7% 2.9 33%
Dairy 4.1% 6.6% 2.4 59%
Fresh Foods 1.8% 2.5% 0.7 39%
EDIBLE 5.8% 7.8% 2.0 35%
Cosmetics 38.0% 47.8% 9.7 26%
Personal Care 33.0% 38.4% 5.3 16%
Pet Food & Care 31.2% 38.0% 6.8 22%
Baby Food & Care 28.4% 36.4% 8.0 28%
OTC Healthcare 22.1% 29.7% 7.6 35%
Home Care 14.9% 18.4% 3.5 23%
Paper Products 10.7% 15.8% 5.1 47%
General Merchandise 12.2% 11.5% -0.7 -6%
NONEDIBLE 23.4% 28.2% 4.8 20%
Source: IRI eMarket Insights, ending 6/14/20. eCommerce share of Omnichannel based on 204 IRI tracked CPG categories, estimates for untracked CPG categories, channels, excl. Convenience. IRI Consulting analysis.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 6
Households Shifting to E-Commerce for CPG Peaked in May / June
E-Commerce Penetration and Buy Rate Before and During COVID-19
E-Commerce % Households Buying E-Commerce Dollars per Household
+7.8 +38%
31.8 32.9 32.6 249.2 250.7
231.2
28.6
202.1
24.9 25.1 24.5 191.0
175.6 180.0
12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e 12 w/e
1/26 2/23 3/22 4/19 5/17 6/14 7/12 1/26 2/23 3/22 4/19 5/17 6/14 7/12
Source: IRI National Consumer Panel, data ending 7/12/20.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 7
Shopping Online for Curbside Pickup
and Home Delivery is Here to Stay
50%
of those using curbside pickup more often than
previously now plan to use it for at least half of
their groceries after stay-at-home restrictions end.
Another 31% will continue to use it occasionally.
35%
of those who have been ordering groceries for
home delivery more often plan to get at least
half their groceries this way after restrictions end.
31%
say home delivery product prices are higher than
they would normally be willing to pay, compared with
17% for curbside.
Source: IRI Consumer Network™ Panel Survey representing Total U.S. Primary Grocery Shoppers – 4/24-4/26
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 8
Awareness and Search Are Key Elements in Online Shopping
Experience; Support Shoppers with Key Words, Beneficial Attributes
Shopping Behaviors During Last Online Shopping Experience
Those Who Have Shopped for Groceries Online in the Past 2 Months (Base: 518)
59% I used the search tool to type in the name of a specific item I wanted
35% I used the category menus to browse for options within a category
32% I accessed a list of items I had bought in the past from that site and re-ordered from that list
29% I checked which items were on sale before making a decision on which item to choose
12% I looked for new items to try
Source: IRI Consumer Network™ Panel Survey representing Total U.S. Primary Grocery Shoppers – 5/22 – 5/24
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 9
Instacart Quickly Increased Capacity and
Other E-commerce-Invested Retailers Benefited Retailers are investing to
meet heightened demand.
Further Investment in 2021 Likely to Accelerate Growth Curve Large-scale needed to
drive ROI favors existing
Instacart and Amazon Address Rapid Acceleration of Demand Pushes leaders Amazon,
Increased Demand Limits of Existing Infrastructure Walmart, Target,
Grocery Pickup & Delivery Availability Timing national grocery and
% of Respondents, April 2020 other national retailers.
65
• 3-4x increase in orders early in pandemic
Kroger continues
• Executes improvements to web platform to
handle increased demand 21 plan to roll out Ocado
14
• Doubles shoppers in first 8 weeks, delivery in 2021.
quadruples by summer
Same day Next Day 2 days+ Ahold-Delhaize
• Challenges predicting stock with existing rebranding Peapod to
models and longer time between order and
fulfillment Stop & Shop Delivery,
• 26% revenue increase in Q1 ending 3/31/20 • 62% of respondents indicate items were Giant Food Delivery
• Hires warehouse workers and increases unavailable in orders
and revamping online
hourly wage during COVID-19 • Unavailability of items was the top reason
for dissatisfaction with online ordering experience.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 10Retailers Experience Dramatic E-Commerce Sales Bump During Pandemic
Consumer Demand for Curbside Pickup and Home Delivery Continues to Rise
74% 92% 141%
increase through July vs. YAG; online sales increase thru Q1 WE 5.23; increase in e-commerce sales;
Walmart x Shopify partnership Ocado partnership includes three new assortment, shipping, employee costs cut
results in 5,000 new sellers robotic fulfillment centers nationwide into net income; perishable foods for
pickup will be in 70% of stores by July
48.3% 276% 42%
March 2020 online sales were increase in digital sales for 16 WE 6.20; increase in online sales in Q1; click &
48.3% higher than March 2019 delivery via 90% of 2,252 stores; collect points and home delivery
curbside pickup in 1,600 stores fulfillment center investments
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 11E-Commerce Share Will Remain Elevated into 2021
While some new CPG
as Large Retailers Increase Infrastructure
e-commerce users will switch
E-Commerce Dollar Share of Omnichannel – During COVID-19 Forecast back to in-store, conversion
will stick for many as in-store
Edible safety concerns remain
Nonedible
and e-commerce purchase
30.0- habits take hold.
28.0- 35.0
29.7 27.0-
30.0
28.0 National players
22.7 (e.g., Amazon, Walmart,
20.9
Instacart, Target, national
9.0- grocery, specialty pet and
7.5- 7.2- 12.0 beauty retailers) will continue
8.2 8.5 7.7
5.8
to dominate the market as
4.9
they invest more in
infrastructure improvements
2019 Q1 Q2 2020 2020 2021 2019 Q1 Q2 2020 2020 2021 like technology, staff and
2020 2020 H2 (F) (F) (F) 2020 2020 H2 (F) (F) (F)
training, fulfillment space, etc.
Source: IRI eMarket Insights, ending 6/14/20. eCommerce share of Omnichannel based on 204 IRI tracked CPG categories, estimates for untracked CPG categories, channels, excl. Convenience. IRI Consulting analysis.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 12Implications for Manufacturers and Retailers
MANUFACTURERS RETAILERS
• Understand omnichannel purchasing • Whether through own operations or
behavior for your product categories and secondary providers, invest in online
invest accordingly in retail partners. product availability and tracking to
• Work with retailers to create brand ensure consumers can get the products
presence on platforms; use key words to they want easily.
promote search and encourage • Reallocate space and resources to in-
discoverability. store picking and curbside pickup; invest in
• Ensure distribution in appropriate online technology and training for associates to
retailers to retain existing buyers as they support new efforts.
switch channels. • Build search and awareness capabilities
• Customize innovation and pricing to into platform; support each shopper’s list of
online environment to maintain competitive previously ordered items for easy reorders.
advantage in a wider assortment universe. • Use delivery promotions to encourage
• Consider first-, second- and third-party adoption, build baskets and spark impulse
pricing and impact on brand performance purchases.
and perceptions. • Consider cost structure vs. competition.
• Leverage promotion and marketing with
each online retailer to benefit from ease of
search and advertising on online platforms.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 13IRI Offers a Variety of Solutions and Services to Help
Manufacturers and Retailers Enhance E-Commerce Strategy
Total eCommerce Channel
Market Measurement ePOS
Strategy
• Total e-commerce and in-store • Census ePOS item level data for • Outlines success factors for brand /
macro omnichannel view of the key retailers category / portfolio in a new
market • Online and in-store item level POS omnichannel landscape
• Largest total market view reporting data is combined to help clients • Assesses impact on consumer
of 200+ syndicated CPG categories drive assortment and pricing journey, retailer relationships and
and 200+ retailer and retail decisions and strategies internal operations
fulfillment types, including click & • Identifies size of prize and strategic
collect, direct shipment and delivery priorities to win
services
• Powered by unique combination of
eShopper and retailer supplied
ePOS data
ACTION and IMPACT ACTION and IMPACT ACTION and IMPACT
• Macro market level solution • Provides clear understanding of • Provides clear understanding of
• Provides clear understanding of assortment and pricing in the omnichannel environment
omnichannel environment omnichannel environment • Identifies strategic priorities to win
• Identifies and prioritizes key retailers • Identifies strategic priorities to win
and fulfillment types for growth
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 14IRI Has a Suite of Offerings to Reclaim the Shelf in an Economic Downturn,
from End-to-End Consulting to Automated Alerts and Granular Analytics
Portfolio Profitability IRI’s Assortment
Consulting Planning Solutions
• Provides end-to-end guidance to • Delivers a fully automated and
strengthen value proposition personalized decision-making
• Chooses most profitable platform
opportunities among pricing, pack • Harnesses IRI’s advanced store-
size, messaging and innovation level modeling to determine
• Grows both top and bottom line, granular, retailer-specific impacts
while also driving market share • Simulates full category results from
• Builds win-win for retailers and assortment and space decisions,
manufacturers to drive engagement accounting for demand transfer
and compliance • Allows contingency and scenario
planning, along with ongoing
monitoring and tracking
ACTION and IMPACT ACTION and IMPACT
• >10% growth in sales • >2-5% sales growth
• 10-20% reduction in COGS • 2-5% retail category growth
• >5% margin gains
• Up to 10% category growth
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 15COVID-19
The Changing
Shape of the
CPG Demand
Curve
The Rise of
Instacart
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 16Instacart Food and Consumables Sales
More Than Doubled into April 2020
Dry Grocery, Fresh & Frozen and Consumables All
Doubled, But Declined Slightly Since April
Instacart Food + Consumables Sales by Quad Week ($MM)
$1.3B
$1.2B
$222
$227 $1.0B
$179
$482
$386
$374
$498MM
$386MM $409MM $105
$65 $67
$156 $583 $621
$145 $149 $490
$178 $194 $239
4 WE 01-26-20 4 WE 02-23-20 4 WE 03-22-20 4 WE 04-19-20 4 WE 05-17-20 4 WE 06-14-20
Dry Grocery Fresh & FZ Consumables
Source: IRI eMarket Insights, Food + Consumables = Total Store eMI Product Universe, Does Not Include Random Weight Fresh
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 17Instacart Now Accounts for Almost 10%
of Online Food and Consumables Sales
Instacart Share Gain is Driven by Food, Especially
by Fresh and Frozen, Now Reaching 30%
Instacart Share of E-Commerce Sales by Quad Week
32.1
29.9
27.5
19.3
16.9 17.9 17.9 17.2
15.5
8.9 9.9 9.7 9.3 9.8
8.7
4.4 4.8 4.6
2.7 2.5 2.2
1.1 1.1 1.4
4 WE 01-26-20 4 WE 02-23-20 4 WE 03-22-20 4 WE 04-19-20 4 WE 05-17-20 4 WE 06-14-20
Ttl Dry Grocery Ttl Fresh & FZ Ttl Consumables Food + Consumables
Source: IRI eMarket Insights, Food + Consumables = Total Store eMI Product Universe, Does Not Include Random Weight Fresh
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 18Despite Strong Share Gains into April,
Instacart Regressed in June
Share Gains in April Have Regressed Across
Dry Grocery, Fresh and Frozen and Consumables
Instacart Share of Total Market* Sales by Quad Week
3.1
2.5 2.6 2.6
2.3
2.1 2.1
1.9
1.7
1.2 1.2
0.9 0.9 1.0 1.0 0.9
0.8 0.9 0.8
0.7 0.7
0.3 0.3 0.4
4 WE 01-26-20 4 WE 02-23-20 4 WE 03-22-20 4 WE 04-19-20 4 WE 05-17-20 4 WE 06-14-20
Ttl Dry Grocery Ttl Fresh & FZ Ttl Consumables Food + Consumables
Source: IRI eMarket Insights, Food + Consumables = Total Store in eMI, Excludes Random Weight Fresh, Total Market = Multi-Outlet (Brick & Mortar) + Total e-Commerce, B&M data from POS, Double Counts Removed
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 19Amazon Dominates Consumables Online,
But Instacart is a Major Competitor in Food
Instacart Fulfilled 22% of Online Food Sales in the Latest 13 Weeks, Up from 15% in the L52 Weeks
Share of E-Commerce – L52 Weeks Share of E-Commerce – L13 Weeks
FOOD CONSUMABLES FOOD CONSUMABLES
1% 2%
15%
22%
33% 31%
36% 35%
27% 57% 57%
25%
5% 5%
25% 22%
Instacart Amazon Walmart (P&D + .com) All Other
Source: IRI eMarket Insights, Food + Consumables = Total Store eMI Product Universe, Does Not Include Random Weight Fresh
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 20Instacart Increased to 33% of Online Food
Growth in the Latest 13 Weeks (25% in L52)
Over That Same Time Period, Walmart Decreased from 34% of Growth to 21% of Growth
Share of Online Growth* – L52 Weeks Share of Online Growth* – L13 Weeks
FOOD CONSUMABLES FOOD CONSUMABLES
3% 4%
20%
25% 27% 25%
33% 29%
9% 6%
60% 21% 60%
34% 21%
21%
Instacart Amazon Walmart (P&D + .com) All Other
Source: IRI eMarket Insights, Food + Consumables = Total Store eMI Product Universe, Excludes Random Weight Fresh, Share of Online Growth = Contribution to e-Commerce dollars change vs YA
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 21Instacart is Gaining Significant Share
Across Meat, Vegetables, Fruit and Nuts
Gains Made in Both E-Commerce and Total Market Across Top Categories
Instacart – Share of E-Commerce vs. Share of Total Market* (Change vs. YA)
Latest 13 WE 06-28-2020 – Top Categories by Instacart Market Share
DRIED FRUIT
7.0
Share of Total Market – Change vs. YA SNACK NUTS VEGETABLES - SS
6.0
MEAT - FZ
5.0 MEAT - SS
4.0 POULTRY SEAFOOD - SS
3.0 COFFEE CREAMER
CANNED FRUIT
2.0 VEGETABLES - FZ
TOMATO PRODUCTS LUNCHEON MEATS
1.0
2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0
Share of E-Commerce – Change vs. YA
Source: IRI eMarket Insights, Food + Consumables = Total Store eMI Product Universe, Excludes Random Weight Fresh, Share of Total Market = Multi-Outlet + e-Commerce, Double Counts Removed in OG
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 22Instacart Now Has a 4%+ Market Share in 11 Categories
Across Dry Grocery and Fresh / Frozen
These Top Categories Are Growing 150% on Instacart and Gaining Significant Share vs. YAG
Top Instacart Categories by Market Share – Food and Consumables – L13 WE 06-28-2020
Market Share
Dollars ($MM) % Change vs. YA (Multi-Outlet + E-Commerce) Change vs. YA
BABY FOOD
DRIED FRUIT $11 $37 266% 9.5 6.1
FACIAL TISSUE
MEAT - FZ $10 $112 265% 7.3 4.0
PAPER TOWELS- SS
VEGETABLES $42
$80 355% 7.1 4.8
PAPER NAPKINS
MEAT - SS $5 $50 350% 6.0 4.0
DISH DETERGENT $19$46
CANNED FRUIT 278% 5.6 3.7
TOILET TISSUE $56
LUNCHEON MEATS $95 165% 5.4 3.0
FOILS & WRAPS $7
POULTRY - FZ/RFG $87 205% 5.3 2.7
SPONGES $4
SNACK NUTS $65 403% 4.5 3.4
FOOD & TRASH BAGS $23
VEGETABLES - FZ $36 411% 4.1 3.1
CUPS & PLATES $20
COFFEE CREAMER $10 166% 4.1 2.2
LAUNDRY DETERGENT $26
TOMATO PRODUCTS $18 296% 4.0 2.4
PET FOOD $59
SEAFOOD - SS $31 545% 3.9 3.1
Source: IRI eMarket Insights, Food + Consumables = Total Store eMI Product Universe, Does Not Include Random Weight Fresh
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 23Instacart is Also Gaining Share Rapidly Across Many Key Consumables Categories
Market Share Increases Come From Food, Paper, Cleaning and Pet
Top Instacart Categories by Market Share – Consumables – L13 WE 06-28-2020
Market Share
Dollars ($MM) % Change vs. YA (Multi-Outlet + E-Commerce) Change vs. YA
BABY FOOD $11
BABY FOOD $11 165% 2.5 1.5
FACIAL TISSUE $10
FACIAL TISSUE $10 693% 2.3 1.9
PAPER TOWELS $42
PAPER TOWELS $42 309% 2.0 1.3
PAPER NAPKINS $5
PAPER NAPKINS $5 1403% 2.0 1.8
DISH DETERGENT $19
DISH DETERGENT $19 513% 1.9 1.4
TOILET TISSUE $56
TOILET TISSUE $56 386% 1.7 1.3
FOILS & WRAPS $7
FOILS & WRAPS $7 636% 1.6 1.3
SPONGES $4
SPONGES $4 508% 1.6 1.2
FOOD & TRASH BAGS $23
FOOD & TRASH BAGS $23 311% 1.5 1.0
CUPS & PLATES $20
CUPS & PLATES $20 344% 1.4 1.0
LAUNDRY DETERGENT $26
LAUNDRY DETERGENT $26 240% 1.3 0.9
PET FOOD $59
PET FOOD $59 381% 1.2 0.9
Source: IRI eMarket Insights, Food + Consumables = Total Store eMI Product Universe, Does Not Include Random Weight Fresh
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 24Online Consumables’ Share Has Spiked
Most for Personal Care and Household
Pet, Baby and Health Also Saw Significant Share Gains in the Latest 12 Weeks
Instacart Share of E-Commerce by Quad Week – Consumables Departments
6.7
6.4 6.5
5.4
5.0
4.0
3.6
3.4
3.1
3.0
2.5 2.6
2.1 2.3
1.7
1.5 1.5
1.1
1.0 1.2
0.8
0.7 0.9
0.8
0.5 0.5 0.3
0.1 0.2 0.3
4 WE 01-26-20 4 WE 02-23-20 4 WE 03-22-20 4 WE 04-19-20 4 WE 05-17-20 4 WE 06-14-20
Baby Beauty Health Household Pets Personal Care
Source: IRI eMarket Insights, Food + Consumables = Total Store in eMI, Excludes Random Weight Fresh, Total Market = Multi-Outlet (Brick & Mortar) + Total e-Commerce, B&M data from POS, Double Counts Removed
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 25Instacart Total Market Share Gains Are
Also Highest in Pet and Personal Care
Total Market Share Gains in These Departments
Are Also Seeing Sustained Share Gains into June
Instacart Share of Total Market* Sales by Quad Week
1.8
1.4 1.5
1.4
1.3 1.3
1.1
1.0
0.8
0.7 0.7 0.7 0.7
0.6 0.6 0.6 0.6
0.5 0.6
0.5 0.4
0.3
0.3 0.3
0.3 0.3 0.3 0.3
0.2 0.2 0.2 0.2
0.1
0.1 0.1
4 WE 01-26-20 4 WE 02-23-20 4 WE 03-22-20 4 WE 04-19-20 4 WE 05-17-20 4 WE 06-14-20
Baby Beauty Health Household Pets Personal Care
Source: IRI eMarket Insights, Food + Consumables = Total Store in eMI, Excludes Random Weight Fresh, Total Market = Multi-Outlet (Brick & Mortar) + Total e-Commerce, B&M data from POS, Double Counts Removed
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 26CPG Brand Leaders Need to Invest in Retail Marketing Programs;
Brands Need to Reintroduce Their Brands to Shoppers in New Setting
Retail Shoppers Commit to Online Search and Awareness
Search – Shoppers need to find you first
• Instacart claims that by purchase number 10, +25%
of all purchases come from “previously ordered” items
• Build your product and brand presence on the platform
• Focus on discoverability; use key words in your content
• Invest in search (e.g., featured products)
• Stay in-stock
Awareness and funnel driver
• Use delivery promotions to build baskets of
your brands (“Get $X Off When You Buy $X of Your
or Partner Brands)
• Use coupons and department banners to build
awareness of your brands on Instacart
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 27Insights and Strategic
Guidance for Better Decisions
IRI’s Online Resources Include Real-Time
Updates and Weekly Reports That Track
the Impact of the Virus on CPG and Retail
The IRI COVID-19 lmpact
Includes COVID-19 impact analyses, dashboards
and the latest thought leadership on supply chain,
consumer behavior and channel shifts for the U.S.
AND international markets.
IRI CPG Economic Indicators, Including
the IRI CPG Demand Index™, IRI CPG
Supply Index™ and IRI CPG Inflation
Tracker™
Accessible through the insights portal
to track the daily impact of COVID-19.
This includes top-selling and out-of-stock
categories across the country and
consumer sentiment on social media.
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 28The Latest COVID-19 Reports and Insights from IRI (click to see full report)
IRI COVID-19 IMPACT THE CHANGING SHAPE LESSONS FROM
ASSESSMENT REPORTS OF THE CPG DEMAND CURVE THE GREAT RECESSION
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 29NOW INCLUDES
IRI CPG Demand Index™
U.S., UK, FRANCE, ITALY,
GERMANY & NETHERLANDS
The IRI CPG Demand Index™ provides a
standard metric for tracking changes in spending
on consumer packaged goods. It measures
weekly changes in consumer purchases, by
dollar sales, against the year-ago period across
departments, including fixed and random weight
products, grocery aisles and retail formats. The
IRI CPG Demand Index™ is available for eight
U.S. regions, all U.S. states, UK, France, Italy,
Germany and the Netherlands.
CLICK HERE FOR MORE!
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 30NOW INCLUDES
IRI CPG Inflation Tracker™
U.S., UK, FRANCE, ITALY,
GERMANY & NETHERLANDS
The IRI CPG Inflation Tracker™ provides the
well-known price per unit metric for tracking
changes in pricing of consumer packaged goods.
It provides weekly changes in consumer prices,
price per unit against the year-ago period across
departments, including fixed and random weight
products, grocery aisles and retail formats. The
IRI CPG Inflation Tracker™ is available for eight
U.S. regions, all U.S. states, UK, France, Italy,
Germany and the Netherlands.
CLICK HERE FOR MORE!
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 31NOW INCLUDES
IRI CPG Supply Index™ U.S. AND ITALY
The IRI CPG Supply Index™ provides a
standard metric for tracking changes in
product availability (i.e., in-stock rates) in
stores for consumer packaged goods. It
measures weekly changes in product
availability against the baseline across
departments and retail formats. The IRI
CPG Supply Index™ is available for eight
U.S. regions, all U.S. states and Italy.
CLICK HERE FOR MORE!
© 2020 Information Resources Inc. (IRI). Confidential and Proprietary. 32Want to Be the First to Know?
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