Supermarket Perimeter - January 2022 - 6

the
WIRE
Survey: almost
half of Americans
buy some
groceries online
Spryker Systems, a digital
commerce platform
that works on food
trends, stated in its latest
research for the US
Online Grocery Report
for 2022 that 47% of
Americans buy at least
some groceries online.
The survey was
conducted in partnership
with Appinio where
they asked 2,500 US
consumers about their
experiences with grocery
shopping.
The data showed that
big box retailers had an
edge with customers
buying online with
77% of consumers
choosing to buy from
retailers like Costco,
Walmart or Kroger. Still,
commerce provider
brand recognition is also
high now.
US consumers said
DoorDash was one of
the most recognized
e-grocery brands by 81%,
followed by Grubhub
(73%), Instacart (62%) and
Postmates (62%).
Research did show that
if someone is missing an
ingredient and needed
it on short notice, only
6 - JANUARY 2022
13% of consumers order
online in that scenario.
This means many people
are still going to grocery
retailers for those items.
The effects of the
COVID-19 pandemic
factored into the
consumers decision to
move online. According
to the survey, 35% of
respondents cited
safety as a key reason
for choosing online
grocery shopping over
traditional brick-andmortar
stores. Yet, 59%
of consumers surveyed
said convenience was
the main reason and not
COVID-19. In fact, 21% of
people said that within
two years they expect
to shop online mostly or
exclusively for groceries.
Kroger CEO
spotlights
digital gains
The Kroger Co. is
focused on delivering
a " customer-centric,
seamless experience
that requires zero
compromise no matter
how customers choose
to engage with us, "
said William Rodney
McMullen, chairman and
chief executive officer.
Against that backdrop,
McMullen pointed to
three new offerings
launched by the
Cincinnati-based retailer
during the third quarter
that support its plan
to double digital sales
and digital profitability
by 2023.
First, the company
introduced Boost by
Kroger. McMullen said
the initiative builds on
Kroger's loyalty program
to deliver additional
savings and personalized
offers to members.
Second, Kroger debuted
Kroger Delivery Now
in partnership with
Instacart. The third new
offering launched in
the third quarter was a
strategic collaboration
with Bed Bath & Beyond
and buybuy Baby that
is expected to expand
Kroger's current
marketplace offering and
provide shoppers easy
access to essential home
and baby products.
Also during the third
quarter Kroger said
its Home Chef meal
solutions brand reached
$1 billion in annual sales.
Founded in 2013 by Pat
Vihtelic, Home Chef
merged with Kroger in
2018. Since then, the
companies have worked
together to advance the
availability of mealtime
shortcuts and solutions.
Home Chef offers more
than 500 products across
a variety of categories,
including meal kits,
heat-and-eat meals,
ready-to-eat products,
and seasonal meals,
among others.
KeHE forecasts
2022 trends
KeHE Distributors' trends
innovation team has
surveyed the food and
beverage landscape and
come up with its trends
to watch in 2022.
FOOD ADVENTURING
While consumers find
comfort in traditional
and familiar flavors,
unexpected and unique
twists in taste are
enticing more and more
consumers. Cuisine
exploration is on the rise
as consumers look to
travel the world through
their tastebuds with
newer trending flavors
like yuzu, hibiscus, ube,
and tzatziki.
DUAL PURPOSE
These days it is not
enough to just taste
good, consumers are
now looking for more
from a brand. Specifically,
shoppers have become
increasingly concerned
about how their food
purchases impact the
environment. They are
looking for upcycled,
zero waste, reduced
carbon footprint, and
water reduction in the
products they purchase.
CONVENIENCE
CONTINUES
The pandemic
restrictions to stay at
home have caused a
lasting impact on some
consumers and their
eating habits. 53% of US
consumers who cooked
using convenience foods
and followed set meal
routines more often due
to the pandemic, plan to
maintain these habits.
BLURRING DIET LINES
Sparked by habits
adopted during the
pandemic, consumers
are looking to be more
proactive with their
health while remaining
flexible in their diets. This
has led to the trend of
picking and choosing
from diet fads and
customizing it to the
consumer's personal
supermarketperimeter.com
KROGER, WALMART
Supermarket Perimeter - January 2022

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