Table of Contents
Executive Summary
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- Key takeaways
- The issues
- Younger shoppers look beyond traditional supermarkets
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- Figure 1: Food and drink purchase locations, by age, August 2019
- Older shoppers more likely to shop from a list, read labels
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- Figure 2: Grocery shopping behaviors, by age, August 2019
- Shoppers report cooking from scratch more often and dining out less frequently
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- Figure 3: Meal type frequency, August 2019
- The opportunities
- Young adults likely to turn to more convenient meal options
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- Figure 4: Meal type frequency – Ordering meals for pickup or delivery and eating freshly prepared foods from a grocery store, by age, August 2019
- Opportunity to reinforce a generally positive attitude toward grocery shopping
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- Figure 5: Attitudes toward food and drink shopping, August 2019
- Younger shoppers less likely to plan, more open to ideas as they shop
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- Figure 6: Attitudes toward food and drink shopping, by age, August 2019
The Market – What You Need to Know
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- Groceries generate only modest sales growth
- Supermarkets still lead food and drink sales but are losing share
- Freshness a top priority for health-focused grocery shoppers
Market Perspective
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- Groceries generate only modest sales growth
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- Figure 7: Multi-outlet sales and fan chart forecast of groceries, at current prices, 2013-23
- Supermarkets still lead food and drink sales but are losing share
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- Figure 8: Multi-outlet share of food and drink, by channel, 2013-23
- For supermarkets, grocery sales are concentrated in food and drink
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- Figure 9: Category share of groceries in supermarkets, 2013-18
- Foodservice continues to gain on grocery
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- Figure 10: Share of food expenditures for in-home food vs dining out, 2013-18
Market Factors
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- Freshness a top priority for health-focused grocery shoppers
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- Figure 11: Health attributes sought, May 2018
- Cooking “unenthusiasm” is on the rise
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- Figure 12: Share of cooking segments, 2016-2018
Key Players – What You Need to Know
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- Supermarkets put extra emphasis on prepared foods and foodservice
- Meal kits continue to move in-store
What’s Happening
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- Supermarkets put extra emphasis on prepared foods and foodservice
- Meal kits continue to move in-store
- More variety
- Easier preparation options
What to Watch
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- Making recipes more shoppable
- Food and drink channels continue to blur
The Consumer – What You Need to Know
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- Younger shoppers look beyond traditional supermarkets
- Older shoppers more likely to shop from a list, read labels
- Consumers report cooking from scratch more often and dining out less frequently
- Cooking from scratch considered healthy and fresh
- Young adults are purposeful snackers but more spontaneous shoppers
- Opportunity to reinforce a generally positive attitude toward grocery shopping
- Younger shoppers less likely to plan, more open to ideas as they shop
Food and Drink Purchase Locations
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- Supermarkets remain top choice in an increasingly competitive field
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- Figure 13: Food and drink purchase locations, August 2019
- Younger shoppers look beyond traditional supermarkets
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- Figure 14: Food and drink purchase locations, by age, August 2019
Grocery Shopping Behaviors
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- Older shoppers more likely to shop from a list, read labels
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- Figure 15: Grocery shopping behaviors, by age, August 2019
Changes in Meal Type Frequency
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- Consumers report cooking from scratch at home more often…
- …and dining out less frequently
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- Figure 16: Meal type frequency, August 2019
- Young adults especially likely to report cooking at home more…
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- Figure 17: Meal type frequency – Cooking at home from scratch, by age, August 2019
- …but also to turn to more convenient meal options
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- Figure 18: Meal type frequency – ordering meals for pickup or delivery and eating freshly prepared foods from a grocery store, by age, August 2019
Correspondence Analysis – Attribute Associations for Different Meal Types
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- Cooking from scratch considered healthy and fresh
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- Figure 19: Correspondence analysis – symmetrical map – food and drink priorities for different meal types, September 2019
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- Figure 20: Food and drink priorities for different meal types, September 2019
- Methodology
- Home cooking sets the standard, especially among older adults
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- Figure 21: Attribute associations for different types of meals – cooking at home from scratch, by age, August 2019
- For younger adults, prepared foods align with home cooking
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- Figure 22: Attribute associations for different types of meals – eating freshly prepared foods from a grocery store, by age, August 2019
Meal and Snack Behaviors
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- More purposeful snacking creates opportunities for grocery retailers
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- Figure 23: Meal and snack behaviors, August 2019
- Young adults are purposeful snackers but more spontaneous shoppers
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- Figure 24: Meal and snack behaviors, by age, August 2019
Attitudes toward Food and Drink Shopping
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- Opportunity to reinforce a generally positive attitude toward grocery shopping
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- Figure 25: Attitudes toward food and drink shopping, August 2019
- Younger shoppers less likely to plan, more open to ideas as they shop
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- Figure 26: Attitudes toward food and drink shopping, by age, August 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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