Supermarket Perimeter - August 2020 - 7

utilize a blend of physical
stores and digital
storefronts to meet their
families' needs, and it will
be paramount to satisfy
these shoppers going
forward."
The study's key
findings were:
x Dual-channel
shopping becoming
more common,
particularly among
younger shoppers
- more than 50% of
instore shoppers had
ordered groceries
online within the last
30 days of the survey.
66% of Generation Z
shoppers and 61% of
millennial shoppers
reported doing so,
followed by 52% of
Generation X and 37%
of Baby Boomers.
x Majority of online
shoppers used more
than one service
provider in last three
months - 62% of
online shoppers used
more than one online
grocery provider,
suggesting consumers
likely tried different
services to find the
one that best meet
their needs.
x Online shopper
satisfaction down
from 2019 - overall
satisfaction of online
shoppers registered
4.38 out of five, down
from 4.48 in 2019.
x Instore shoppers give
supermarkets lower
ratings for item variety/
selection & value
for money - instore
shoppers rated grocery
stores the highest in
cleanliness (4.41) and

quality/freshness (4.37),
while item variety
and selection (4.0)
and value for money
(3.93) had the lowest
satisfaction ratings.
x In-stock conditions
challenging instore
and online - 51% of
instore shoppers
indicated that
everything they
wanted to purchase
was not in stock, while
49% of online shoppers
noted the same.
Only 17% of online
shoppers were able
to find an acceptable
substitution for all
of their out of stock
items and 45% did not
receive all of the items
they ordered.
x Shoppers concerned
about safety of
food and instore
supermarket shopping
during pandemic -
54% of online and
instore shoppers
indicated they were
highly confident the
food they purchased
during the pandemic
was safe, and 44%
reported they were
somewhat confident.
33% of consumers
indicated they felt
safe shopping in the
supermarket.
x Consumers spending
more, shopping
less, and stocking
up - 55% of consumers
reported shopping less
frequently, whether
instore or online
and 51% indicated
they were spending
more per trip. 55% of
shoppers keep two to
four weeks of meat

The brands that performed
best during the pandemic are
continuing to succeed, those who
had strong relative numbers are
moving closer to normal, and even
the companies that were hardest
hit are showing signs of life."
Ethan Chernofsky, Placer.ai
and seafood on hand
whereas previously
the majority (52%) just
kept one week's stock.
"Although
supermarkets surged
in online shopping use,
and many customers
may stick, the results
show some supermarket
shoppers don't expect
to continue online
shopping," said Brian
Numainville, principal
with RFG. "With that in
mind, it will be important
that supermarkets
and online service
providers maximize
their investment by
continually strengthening
their offerings in order to
retain existing customers,
while attracting new
ones, along with
preparing for any future
situations."

Grocery visits
making steady
recovery to prepandemic levels
Recent findings from
Los Altos, Calif.-Placer.ai
identified that on average
the 10 grocery banners
www.supermarketperimeter.com

the analytics company
has been following
since the start of the
pandemic saw monthly
visits down by 7.1% in
June 2020 compared to
June 2019 - a significant
improvement from May
when visits were down
11.6% and April when
visits were down 22.2%.
"Simply put, things
are looking good in
grocery," said Ethan
Chernofsky, vice
president of marketing
at Placer.ai. "The brands
that performed best
during the pandemic are
continuing to succeed,
those who had strong
relative numbers are
moving closer to normal,
and even the companies
that were hardest hit are
showing signs of life."
Albertsons and Lidl
were able to gain instore
traffic over 2019 in June
with year-over-year
growth of 5.4% and 7.5%
respectively - although
Lidl saw a decrease from
its May gain of 13.9%.
As for the other
banners, Kroger, Publix,

Safeway, H-E-B and
Aldi all moved within
a 5% decrease from
2019 numbers, a strong
recovery from previous
months. Trader Joe's
and Whole Foods
have been the hardest
hit grocers amid
COVID-19, but those
two banners also saw
notable improvement.
In the month of June,
Trader Joe's was 12.3%
behind 2019 numbers,
compared to 25.2%
in May. Meanwhile,
Whole Foods came in
34.1% under June 2019
numbers, compared to
41.7% in May.
"Perhaps even
more important than
the change overall
was the pace, which
saw improvements
throughout the month,"
Chernofsky said. "Apart
from the week of June
29th - which was heavily
hit by steep visit declines
for brands closed on the
July 4th holiday - most
brands were seeing
either mixed or positively
trending results."
AUGUST 2020 - 7


http://www.Placer.ai http://www.Placer.ai http://Calif.-Placer.ai http://www.supermarketperimeter.com

Supermarket Perimeter - August 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - August 2020

Supermarket Perimeter - August 2020 - 1
Supermarket Perimeter - August 2020 - 1
Supermarket Perimeter - August 2020 - 2
Supermarket Perimeter - August 2020 - 3
Supermarket Perimeter - August 2020 - 4
Supermarket Perimeter - August 2020 - 5
Supermarket Perimeter - August 2020 - 6
Supermarket Perimeter - August 2020 - 7
Supermarket Perimeter - August 2020 - 8
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