Channel Pulse: Consumers Seek Variety as Lockdown Continues
06th May 2020
Here we have our findings from week 6 (w/c 27 April 2020) of Channel Pulse - our weekly measure of consumer and shopper behaviour across all UK food and drink channels.
Mixing it up at lunch
Lunch is the only meal occasion to see an increase in share this week and it’s the highest increase we’ve seen for the day part so far. Whilst familiarity (‘it’s where I always go’) remains the number one need at lunchtime, it has fallen by -3pp vs. the previous week, whilst ‘lots of choice’ saw an increase week-on-week. With so many of us working from home, possibly without the usual array of lunch options, there is a sense of consumers wanting to mix things up.
Meal delivery expected to surge in the coming week
Last week, consumers anticipated using meal delivery slightly more (+4%) and this has been reflected in this week’s performance, with a 5% increase in frequency. Looking forward to next week, our Channel Pulse Crystal Ball shows a surge in expected usage for foodservice delivery/takeaway (+25%), no doubt a result of greater supply as more operators re-open for delivery only.
Consumers also expect to be using recipe boxes more next week (+18%) as the convenience of having a meal solution delivered to your home and not having to source individual ingredients plays well to the current challenges created by lockdown. Recipe boxes also provide inspiration for different dishes and much needed variety when most meals are being consumed at home. This strong performance comes as HelloFresh announce soaring Q1 2020 sales.
Discounters see increase in expected usage
Six weeks into Channel Pulse, the Discounters appear to be going from strength to strength. Having seen their highest expected increase in usage last week (+11%), they’ve seen their predicted swing go up to +38% this week, just 1pp behind online grocery.
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