BESPOKE MARKET INTELLIGENCE JANUARY 2018

Transcription

1 BESPOKE MARKET INTELLIGENCE JANUARY

2 MONTHLY ENGAGEMENT AND MARKET SHARE: ONLINE AND MEAL KITS

3 Most of the online grocers we track have seen increases in the percentage of consumers who have used them in the past month. Posed to all respondents. Have you gotten groceries delivered in the past month from any of the following? 3

4 Among those who had used online grocery delivery in the past month, Amazon is the clear share leader (followed by Instacart). Posed to all respondents (n = 1,060 respondents averaged across the past 4 months of survey results who ordered online grocery that month). Of those who have had groceries delivered in the past month, where did you order from? (Market Share Measurement). 4

5 The percentage of consumers who had ordered a meal kit in the past month has increased sequentially. Some of the brands we test have shown strong gains in traction over the past nine months. Posed to all respondents. Have you gotten meal kits delivered in the past month from any of the following? 5

6 Blue Apron has lost market share over-time. Posed to all respondents (three month moving average of respondents who had ordered meal kits in past month). Of those who had meal kits delivered in the past month, where did you order from? (Market Share Measurement). 6

7 TRACTION TRACKERS: ONLINE ORDERING AND MEAL KITS

8 With each survey we run, a higher percentage of respondents report having ordered groceries online. The percentage who said they regularly order groceries online has more than doubled since we started tracking it. Posed to all respondents Please characterize your experience with ordering groceries online. 8

9 The growth is a bit behind online grocery ordering, but meal kits have gained in popularity sequentially as well. Posed to all respondents Please characterize your experience with ordering meal kits online. 9

10 CONSUMER SENTIMENT TOWARD DELIVERY APPS AND CURBSIDE PICKUP

11 Consumers offer a favorable view on ordering groceries through delivery apps. Posed to all respondents Consumer Opinion About Grocery Delivery Apps / Services: Would this be an improvement to the traditional way of shopping for groceries? If this was available to you at your grocery store, what percentage of your grocery shopping would you do this way? Would you be interested in shopping this way if it was available to you at your grocery store? 11

12 Consumers offer a favorable view on ordering groceries for same-day curbside pickup. Posed to all respondents Consumer Opinion About Same-Day Curbside Grocery Pick-Up Would this be an improvement to the traditional way of shopping for groceries? If this was available to you at your grocery store, what percentage of your grocery shopping would you do this way? Would you be interested in shopping this way if it was available to you at your grocery store? 12

13 Around a quarter of respondents are willing to pay for same day grocery delivery. Posed to all respondents. Would you pay a fee for same day grocery delivery? 13

14 FAMILIARITY WITH INSTACART AND SHIPT

15 ~30% of respondents are at least aware of Instacart. Posed to all respondents. What is your familiarity level with Instacart? 15

16 ~20% of respondents are at least aware of Shipt. Posed to all respondents. What is your familiarity level with Shipt? 16

17 GROCERS MONTHLY TRAFFIC

18 Wal-Mart remains the share leader in monthly traffic and has shown improvement. Posed to all respondents. Have you visited any of the following in the past month for groceries or grocery related items? Jan (18) Dec (17) Nov (17) Oct (17) Sep (17) Aug (17) Jul (17) Jun (17) May (17) 18