bake Special Report - January 2022 - 11

Consumer demand for clean label
products, which they consider to
consist of real, kitchen-level ingredients,
has become table stakes.
Today's shopper is consistently
searching for foods and beverages
containing real, simple ingredients
that can help promote a healthy,
sustainable lifestyle.
Consumers see sustainability as
a moral imperative as they connect
it to what is right and ethical, their
community and the environment.
In fact, 47% of global consumers
say they are now more attentive to
sustainability claims.
Today's consumers are more
conscious of the environmental
impact of their consumption and the
food system at large, with a specific
focus on the use of finite materials
and physical waste. With 38% of
global consumers being willing to
pay more for products made with
sustainable materials, conscientious
consumers are paying close attention
to seeking out food.
Survey Says
The US online grocery market generated $8.6 billion
in sales during November, which includes $7.0 billion
from the pickup/delivery segments and $1.6 billion
from ship-to-home, reported the Brick Meets Click/
Mercatus Grocery Shopping Survey fielded Nov. 29-30,
2021. The 6% sales gain over last year's $8.1 billion
was driven in large part by an increase in the active
shopper base, especially in mass.
" Even as total online grocery sales increase, some
conventional and regional grocers have reported softer
sales performance during November, which is why
looking at the broader eGrocery market is so important
for identifying specific opportunities for improvement, "
said David Bishop, Partner at Brick Meets Click.
" For example, not offering pickup is likely to weigh
on sales growth. Failing to attract early-stage family
households can affect growth prospects, and if the
shopping experience isn't comparable to mass rivals,
that's definitely hurting performance. "
Online grocery sales captured less than 2% of the
total weekly grocery spending in the U.S. pre-COVID;
now, as of November 2021, the share was seven times
larger at nearly 14% on a national level and remained
between 11% and 15% throughout 2021.
During November 2021, nearly 69 million U.S. households
bought groceries online, whether a full basket
of goods or just a few items, representing a 15% jump
versus last year.
One-third of these monthly active users (MAUs)
are in the 30 to 44-year-old age group; this group
has grown over 25% since November of last year and
now represents more than half of all MAU growth on
a year-over-year basis.
Pickup's dominance, which began in 2020 shortly
after the start of the pandemic, continued. The segment
grew dollar sales 29% versus last year, far outpacing
delivery's growth of 6% for the same period.
Together, these two methods accounted for 81% of
dollar sales in November 2021 compared to 73% of
total sales a year earlier, while Ship-to-Home sales
plummeted 27% in the past 12 months, reflecting
changing buying patterns.
The share of grocery's monthly active users who
also placed at least one online order with mass during
November 2021 was 23.5%, a slight pullback versus the
prior month but 280 basis points higher than last year.
For these households, more than two times as many
cross-shopped with Walmart compared to Target.
Part of November's decline in cross-shopping may
be related to the surge in MAUs buying from mass
providers, which grew by 13 million households over
the last twelve months. In contrast, grocery gained
just over 4 million households.
The likelihood that a monthly active user will order
again from the same online grocery service in the next
month landed at 58.3% for November 2021, up 110
basis points from the prior month but down almost
25 percentage points compared to November 2020
when new COVID cases were higher and growing more
rapidly, and vaccinations had yet to be administered.
Bake Magazine Digital Special Report 1 | Volume 3 | bakemag.com
11
http://www.bakemag.com

bake Special Report - January 2022

Table of Contents for the Digital Edition of bake Special Report - January 2022

bake Special Report - January 2022 - 1
bake Special Report - January 2022 - 2
bake Special Report - January 2022 - 3
bake Special Report - January 2022 - 4
bake Special Report - January 2022 - 5
bake Special Report - January 2022 - 6
bake Special Report - January 2022 - 7
bake Special Report - January 2022 - 8
bake Special Report - January 2022 - 9
bake Special Report - January 2022 - 10
bake Special Report - January 2022 - 11
bake Special Report - January 2022 - 12
bake Special Report - January 2022 - 13
bake Special Report - January 2022 - 14
bake Special Report - January 2022 - 15
bake Special Report - January 2022 - 16
bake Special Report - January 2022 - 17
bake Special Report - January 2022 - 18
bake Special Report - January 2022 - 19
bake Special Report - January 2022 - 20
bake Special Report - January 2022 - 21
bake Special Report - January 2022 - 22
bake Special Report - January 2022 - 23
bake Special Report - January 2022 - 24
bake Special Report - January 2022 - 25
bake Special Report - January 2022 - 26
bake Special Report - January 2022 - 27
bake Special Report - January 2022 - 28
bake Special Report - January 2022 - 29
bake Special Report - January 2022 - 30
bake Special Report - January 2022 - 31
bake Special Report - January 2022 - 32
bake Special Report - January 2022 - 33
bake Special Report - January 2022 - 34
bake Special Report - January 2022 - 35
bake Special Report - January 2022 - 36
bake Special Report - January 2022 - 37
bake Special Report - January 2022 - 38
bake Special Report - January 2022 - 39
bake Special Report - January 2022 - 40
bake Special Report - January 2022 - 41
bake Special Report - January 2022 - 42
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