Food Business News - July 20, 2021 - 16

Summer, reopenings may slow
online grocery's growth
Discount grocers and
supermarkets captured
most of the initial stocking
at the beginning of the
pandemic.
©BDAVID32 - STOCK.ADOBE.COM
natural grocery shoppers was 22%, and
the overlap for supermarket shoppers
was 21%.
Discount grocers' online presence
NEW YORK - Online grocery was a big
winner during the COVID-19 pandemic,
but summer may bring a deceleration
to the channel's impressive growth trajectory,
according to a new report from
Rabobank.
The report examined credit and
debit card transactions to see how
the pandemic impacted food retailer
categories in both brick-and-mortar and
online environments. It found online
growth was fueled by a jump in order
frequency, with consumers averaging
3.87 orders per month in the second
quarter of 2020, compared to 2.88 in
the previous quarter. That number has
remained around 3.5 orders per month
throughout the pandemic.
Online growth was not the result
of increased order value, with average
transaction size dropping in the peak
hoarding months of March and April
2020, driven by the effect of stockouts
and an increased focus on lower-value
basic items, according to Rabobank.
Brick-and-mortar retailers were
the preferred place for consumers in the
initial pantry-stocking period. Discount
grocers and supermarkets captured most
of the initial stocking, respectively posting
84% and 79% year-over-year growth in
the week ended March 18, 2020. Despite a
54% surge during the same period, premium
and natural grocers failed to sustain
the momentum and dropped to negative
ground for the remainder of the year.
16
Food Business News
After a slow start, online grocery
expanded at triple-digit growth rates
throughout the pandemic. Online's share
of consumers' wallets reached a peak of
17% in January 2021 before dropping to
15% this spring as vaccinations ramped
up, warmer weather rolled in and the
economy continued to reopen.
The summer could bring a reversion
in online's share, which could be
seen as a temporary ceiling directly
linked to COVID-19 cases dropping, said
JP Frossard, consumer food analyst at
Rabobank and author of the report. Data
from previous quarters indicate some
seasonality in online's performance,
with consumers tending to favor home
delivery and pickup during winter
months.
" A potential stagnation of online
grocery's growth shouldn't be seen as
worrisome, but as an opportunity to
realign the strategy, put things in order
and defend the market share just conquered, "
Mr. Frossard said.
Introducing the online discounter
Discount grocery shoppers
increased their presence on online
grocery platforms the most. Customer
overlap between online grocers and
brick-and-mortar discount grocers was
24% in April 2021, compared to 11% and
16% in January 2019 and 2020, respectively.
The overlap for premium and
was a key factor in making online
shopping more affordable during the
pandemic. More discount grocers started
accepting food stamps, removing
the debit or credit card requirements
that previously deterred lower-income
households from shopping online.
Other retailer categories focused on reducing
fees, with Walmart and regional
chains like Kroger and H-E-B offering
free delivery and pickup in most stores.
" Costs related to shipment and
staff that add pressure to an already
low-margin business are justified as an
investment to enter the online game,
or at least as an attempt not to be left
behind by novel pure online players, "
Mr. Frossard said.
A tale of two extremes
While the premium and natural
segment increased its basket size in
2020 by 33% year-over-year, it wasn't all
roses for the category. The average number
of transactions in the premium and
natural segment dropped to 2.84 visits
per month in April 2021 from an average
of 3.21 in 2019. Mr. Frossard pointed
to consumers favoring the convenience
and affordability of larger, more diversified
retailers during the pandemic as
one potential explanation.
Improved offerings by traditional
retailers also have reduced the exclusivity
once associated with specialized
retailers, he added.
" If product differentiation isn't as
hot for premium and natural stores as
before, the numbers indicate they still
appeal to a segment of shoppers that
have stuck to their habitual shopping
experience and sourced more products
at their customary store, " Mr. Frossard
said. " Following on that, expansion of
offerings - from specialty products to
a general portfolio - and a focus on
an elevated shopping experience pose
opportunities for premium and natural
players to further expand baskets and
increase visit frequency. " FBN
July 20, 2021
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http://STOCK.ADOBE.COM

Food Business News - July 20, 2021

Table of Contents for the Digital Edition of Food Business News - July 20, 2021

Food Business News - July 20, 2021 - Intro
Food Business News - July 20, 2021 - 1
Food Business News - July 20, 2021 - 2
Food Business News - July 20, 2021 - 3
Food Business News - July 20, 2021 - 4
Food Business News - July 20, 2021 - 5
Food Business News - July 20, 2021 - 6
Food Business News - July 20, 2021 - 7
Food Business News - July 20, 2021 - 8
Food Business News - July 20, 2021 - 9
Food Business News - July 20, 2021 - 10
Food Business News - July 20, 2021 - 11
Food Business News - July 20, 2021 - 12
Food Business News - July 20, 2021 - 13
Food Business News - July 20, 2021 - 14
Food Business News - July 20, 2021 - 15
Food Business News - July 20, 2021 - 16
Food Business News - July 20, 2021 - 17
Food Business News - July 20, 2021 - 18
Food Business News - July 20, 2021 - 19
Food Business News - July 20, 2021 - 20
Food Business News - July 20, 2021 - 21
Food Business News - July 20, 2021 - 22
Food Business News - July 20, 2021 - 23
Food Business News - July 20, 2021 - 24
Food Business News - July 20, 2021 - 25
Food Business News - July 20, 2021 - 26
Food Business News - July 20, 2021 - 27
Food Business News - July 20, 2021 - 28
Food Business News - July 20, 2021 - 29
Food Business News - July 20, 2021 - 30
Food Business News - July 20, 2021 - 31
Food Business News - July 20, 2021 - 32
Food Business News - July 20, 2021 - 33
Food Business News - July 20, 2021 - 34
Food Business News - July 20, 2021 - 35
Food Business News - July 20, 2021 - 36
Food Business News - July 20, 2021 - 37
Food Business News - July 20, 2021 - 38
Food Business News - July 20, 2021 - 39
Food Business News - July 20, 2021 - 40
Food Business News - July 20, 2021 - 41
Food Business News - July 20, 2021 - 42
Food Business News - July 20, 2021 - 43
Food Business News - July 20, 2021 - 44
Food Business News - July 20, 2021 - 45
Food Business News - July 20, 2021 - 46
Food Business News - July 20, 2021 - 47
Food Business News - July 20, 2021 - 48
Food Business News - July 20, 2021 - 49
Food Business News - July 20, 2021 - 50
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Food Business News - July 20, 2021 - 60
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Food Business News - July 20, 2021 - 62
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Food Business News - July 20, 2021 - 67
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Food Business News - July 20, 2021 - 69
Food Business News - July 20, 2021 - 70
Food Business News - July 20, 2021 - 71
Food Business News - July 20, 2021 - 72
Food Business News - July 20, 2021 - 73
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Food Business News - July 20, 2021 - 78
Food Business News - July 20, 2021 - 79
Food Business News - July 20, 2021 - 80
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