The biggest shift grocery retailing has experienced due to the pandemic is likely the increased adoption of online shopping, especially in the perimeter departments, where consumers were not yet comfortable allowing others to choose their products. According to the research conducted by Midan Marketing in March, only about a quarter of meat consumers had purchased meat or chicken online pre-pandemic. In March, that number had increased to 57%. And 91% of those shopping online (or about 52% of meat consumers) are using online methods to shop at their local grocery store – either for pickup or delivery.1
Most online meat purchasers aren’t using it for last-minute grocery deliveries, but rather as their main shop. In March, 53% of online meat purchasers were buying “all” or “most” of their meat online. When asked what they anticipate doing post-pandemic, that number is still about 40%. In total, more than 20% of meat consumers plan to purchase “most” or “all” of their meat online even once all pandemic-related restrictions have been lifted.1 This boldly highlights the need for grocery retailers – big and small – to consider their omnichannel marketing strategies so these shoppers are getting served with their store’s messaging in all the right places.