Supermarket Perimeter - January 2021 - 7

x Keeping an Eye on
Cases: Of the 39%
of consumers who
are not currently
stockpiling the
essentials, nearly half
(47%) say they will
if COVID-19 cases
continue to rise at the
current rates.
x More Millennials are
Stocking Up: While
similar across the
board, Millennials are
the segment stocking
up the most (65%),
followed by Gen X
(62%), Gen Z (59%), and
Baby Boomers (57%).
" These ﬁndings
should serve as a
huge wake-up call for
retailers and brands, "
said Dave Fisch, general
manager of Shopkick.
" The same issues that
severely impacted supply
chains during the ﬁrst
wave of COVID have
returned as consumers
revert to stocking up
and panic buying.
Retailers and brands
must act immediately
to implement strategies
that will help keep store
shelves well-stocked in
order to maintain sales
and consumer loyalty
during this time. "

Online grocery
sales top $8 billion
in November
The total US online
grocery market posted
$8.1 billion in sales during
November as 60.1 million
US households placed on
average 2.8 orders during
the month, ﬁnds the
latest grocery shopping
survey from Brick Meets
Click and Mercatus.

question now becomes
how best to provide a
differentiated experience
that maintains their
newly acquired online
customers. The answer
lies in offering innovative
digital solutions and a
seamless, rich multichannel experience. "

Flavorchem
predicts top 2021
ﬂavor trends
Monthly sales have
remained above $8
billion since May with
delivery and pickup
services playing an
increasingly essential
role in meeting grocery
needs. Delivery and
pickup segments
captured 73% of the
online sales in November
and active delivery and
pickup shoppers reported
a record-high repeat
intent rate of 83%.
" Concerns about
contracting the virus,
stay-at-home orders
or retail restrictions
motivated many to try
a service within the last
nine months, and now a
signiﬁcant share of those
households considers
online shopping a
desirable alternative to
an in-store trip, " said
David Bishop, partner at
Brick Meets Click. " This
presents opportunities
as well as threats to
established business
models and practices. "
In November,
online grocery sales
attributed to delivery and
pickup increased 3.6%
compared to August
2020. November's
improvement was largely

driven by higher order
volume, which increased
more than 5% from
August levels to 62.7
million monthly orders.
One leading indicator,
" likelihood to use a
speciﬁc service again, "
recorded a new high
score showing customer
satisfaction. For
November, 83% of the
monthly active users
of delivery or pickup
indicated that they are
extremely or very likely
to use the most recent
service again within the
next 30 days, which was
up eight points versus
August 2020 and up 40
points from March 2020.
" Now that we're
months into the
pandemic, we're seeing
online grocery shopping
becoming engrained
among US consumers, "
said Sylvain Perrier,
president and chief
executive officer of
Mercatus. " This behavior
change shifts the
strategic conversation
for grocers from
acquisition to increasing
conversion and retention
by driving strong
digital engagement. For
grocery retailers, the
supermarketperimeter.com

Flavorchem, a ﬂavor,
ingredient and color
solutions specialist,
has revealed its 2021
Trends & Flavor Forecast.
Flavorchem analyzed the
newest product releases,
market intelligence
reports, data sources
and social media buzz to
predict the latest food,
beverage and ﬂavor
trends for the new year.
Key prediction from
the report include:
x Breakfast Reimagined:
The breakfast category
will experience
innovative revamps
on familiar favorites
with more consumers
working and learning
from home.
x Plant Protein Power:
The ever-evolving
market for plantbased protein has a
forecasted compound
annual growth rate of
9% from 2019-2023
with a series of new

product lineups on
the way.
x Taste Exploration:
Products that offer a
heightened sensory
experience via
adventurous taste
combinations and
ﬂavor exploration
will draw consumers
experiencing cuisine
fatigue while stuck
at home.
x Reduce, Reuse,
Upcycle: Upcycled
ingredients will be one
of the most popular
claims in 2021 amidst
heightened consumer
demand for ethical,
transparent and
sustainable products.
The full report details
how industry trends and
consumer insights will
inﬂuence ﬂavors in food
and beverage products
in 2021.
" Our in-house
marketing analysts
work closely with our
ﬂavorists to help food
and beverage brands
create ﬂavors and new
product concepts that
represent the latest in
trends and innovation, "
said Laura Dembitzer,
director of marketing
and communications.
" Our team has conducted
extensive market
research to ensure our
clients have the latest
industry intel. "

Plant protein has a forecasted
compound annual growth rate
of 9% from 2019-2023.
JANUARY 2021 - 7
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Supermarket Perimeter - January 2021

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