2020
9
US The Food and Drink Shopper Market Report 2020
2020-12-14T03:00:35+00:00
OX987268
3695
128699
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Report
en_GB
“While the COVID-19 pandemic has accelerated innovation in food and drink retail and motivated behavior changes among food and drink shoppers, its biggest impact on the industry may have been…

US The Food and Drink Shopper Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the U.S Food and Drink Shopper market, including the behaviors, preferences and habits of the consumer.

The COVID-19 pandemic saw a sharp change in the shopping behavior of consumers throughout 2020, seeing a huge increase in retail sales across all food and drink categories. While dining out saw a rapid 23.7% decline due to the closure of many foodservice businesses, stagnant non-alcoholic drink categories such as coffee, bagged tea and bottled water saw a 4% boost in sales from panic buying earlier in the year.

While the changes in the way consumers shop were motivated through necessity thanks to the closure of most non-essential businesses, effects could last into the longer term. The pandemic has motivated behavior changes in shoppers, including an increase in cooking at home, meal planning, an elevated reliance on online food shopping.

Coming out of the pandemic, there is a unique window of opportunity to strengthen shopper loyalty to brands. Innovation into home-based cooking, family favorites, and ecommerce platforms will be needed to utilise these new opportunities, helping to retain boosted retail sales as foodservice reopens.

Read on to discover more details or take a look at all of our US Food and Foodservice market research.

Quickly understand

  • The major pandemic-driven shift in food and drink spending from foodservice to retail.
  • The problems and opportunities presented by an increase in home meal prep.
  • Shifts in shopping behaviors.
  • The relative importance of safety protocols.

Covered in this report

Brands: Kroger, FreshDirect, My-Vee, Walmart, Puvlic, Safeway, Target, Walmart, Costco, Sam’s Club, Aldi, Lidl, Whole Foods, Family Dollar, Dollar General, Amazon, 7-Eleven, H-E-B.

Expert analysis from a specialist in the field

Written by John Owen, a leading analyst in the Food and Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While the COVID-19 pandemic has accelerated innovation in food and drink retail and motivated behavior changes among food and drink shoppers, its biggest impact on the industry may have been to amplify the underlying emotional benefits of the task. More than ever, food and drink shopping is a way to care for family and maintain a sense of control in a situation that otherwise feels out of control.

John Owen
Associate Director Food & Retail

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Impact of COVID-19 on food and drink shopping
                  • Figure 1: Short-, medium- and long-term impact of COVID-19 on the food and drink shopper, November 2020
                • Opportunities and Challenges
                  • Tap into deeper motivations to keep home meal prep cooking
                    • Figure 2: Changes in meal purchase and prep behaviors due to COVID-19, August 2020
                  • Offer a taste of the familiar, with a twist
                    • Figure 3: Changes in food priorities, August 2020
                  • Facilitate planning and stocking up
                    • Figure 4: Changes in shopping behaviors during COVID-19, August 2020
                  • Help shoppers plan for snacking
                    • Figure 5: Changes in meal and snack behaviors during COVID-19, August 2020
                • The Market – Key Takeaways

                  • Pandemic brings major realignment in food and drink spending
                    • Desire to limit time in-store alters food and drink shopping habits
                      • Declining cooking enthusiasm both a threat and opportunity for retailers
                      • Market Overview

                        • Pandemic brings major realignment in food and drink spending
                          • In-home food
                            • Figure 6: Total US retail sales and forecast of in-home food, at current prices, 2015-25
                          • Non-alcoholic beverages
                            • Figure 7: Total US retail sales and forecast of non-alcoholic beverages, at current prices, 2015-25
                          • Dining out
                            • Figure 8: Total US retail sales and forecast of dining out, at current prices, 2015-25
                        • Market Factors

                          • Overarching concern about virus exposure and lifestyle impact
                            • Figure 9: Coronavirus exposure and lifestyle disruption concerns – any worried, March-November 2020
                          • Desire to limit time in-store alters food and drink shopping habits
                            • Figure 10: Coronavirus lifestyle changes – Online shopping, April-October 2020
                          • Comfort with in-store shopping, dining out slips as cases rise
                            • Figure 11: Comfort level with restaurant/bar patronage – Very or somewhat comfortable, July-November 2020
                          • Declining cooking enthusiasm both a threat and opportunity for grocery retailers
                            • Figure 12: Enthusiasm for cooking, 2018-20
                            • Figure 13: Reasons for cooking, 2018-20
                        • Market Opportunities

                          • Address cooking fatigue to keep food and drink sales growing
                            • Build on the familiar to get to something new
                              • Leverage technology for a more efficient in-store shopping experience
                                • Extend meal planning help to snack planning
                                • Competitive Strategies

                                  • Meeting shoppers where they are in terms of shopping method
                                    • Offering all the options
                                      • Figure 14: Kroger social media posts, November 2020
                                    • Moving quick fill-in trips online
                                      • Figure 15: FreshDirect, Hy-Vee, Walmart social media posts and digital ads, November 2020
                                    • Meeting shoppers where they are in terms of home meal prep
                                      • Offering meal-prep choice
                                        • Bringing meal planning and shopping together though entertainment
                                        • The Consumer – Key Takeaways

                                          • Supermarkets still lead, but younger shoppers are looking to other options
                                            • Pandemic restrictions help to propel home cooking
                                              • Key product factors grow even more important
                                                • More planning and stocking up, new brands and new stores
                                                  • Opportunity to help shoppers plan for snacks
                                                    • In-store safety measures remain top priority for shoppers
                                                    • Food and Drink Purchase Locations

                                                      • Traditional supermarkets lead among a wide range of options
                                                        • Figure 16: Food and drink purchase locations, August 2020
                                                      • Younger shoppers tap into wider array of retail channels
                                                        • Figure 17: Food and drink purchase locations – Top three, by age, August 2020
                                                    • COVID-19’s Impact on Meal Purchase and Prep Behaviors

                                                      • Pandemic restrictions pair with deeper motivations to propel home cooking
                                                        • Figure 18: Changes in meal purchase and prep behaviors due to COVID-19, August 2020
                                                      • Young consumers more likely to look to convenient options
                                                        • Figure 19: Changes in meal purchase and prep behaviors due to COVID-19, by age, August 2020
                                                    • Changes in Food Priorities

                                                      • Some key product factors grow even more important
                                                        • A taste of the familiar
                                                          • Figure 20: Changes in food priorities, August 2020
                                                        • Older shoppers less likely to report changing food priorities
                                                          • Figure 21: Changes in food priorities – Net increase or decrease in importance, by age, August 2020
                                                      • Changes in Food and Drink Shopping Behaviors during COVID-19

                                                        • More planning and stocking up
                                                          • New brands, new stores
                                                            • Figure 22: Changes in shopping behaviors during COVID-19, August 2020
                                                          • For younger shoppers, less planning, more new brands and ideas
                                                            • Figure 23: Changes in shopping behaviors during COVID-19, by age, August 2020
                                                        • Meal and Snack Behaviors due to COVID-19

                                                          • More snacking during pandemic
                                                            • Healthy or indulgent? More of both
                                                              • Planning for snacks
                                                                • Figure 24: Changes in meal and snack behaviors during COVID-19, August 2020
                                                            • Anticipated Shopping Priorities

                                                              • In-store safety measures remain top priority for shoppers
                                                                • Figure 25: Anticipated shopping priorities, August 2020
                                                              • Older shoppers especially likely to prioritize masks, social distancing
                                                                • Figure 26: Anticipated shopping priorities – Top three, by age, August 2020
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms

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