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Food
Sourcing
in America
Presented by
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
2
Methodology
Quantitative
Nationally representative online survey, conducted early August
2020:
• n=2,008 U.S. adults (aged 18-74), primary household grocery
shoppers
• Topics: food sourcing (shopping in person and online,
subscriptions, food service, and more), shopping habits and
specific COVID-19 strategies, trip drivers, channel and retailer
engagement and performance, online grocery purchasing,
grocery category purchasing by retailer/channel
Qualitative
Two in-depth methodologies, fielded July 2020
• Participants represent mix of demographics, channel
engagement and private label/brand engagement
• Mobile Qualitative:
• n=17 U.S. adults, aged 30-63
• 7-day asynchronous task assignment via specialized
mobile app
• Follow-Up Interviews:
• n=7 U.S. adults
• 1-hour videoconference interview to contextualize
task uploads and dig deeper into key topic areas.
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
3
Food Shopping in a Pandemic01
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
4
Consumers are constantly assessing risk and making trade-offs in daily activities and priorities
accordingly
Securing physical health in the
short and long term
Working within
means, availability,
and access
Maintaining emotional
and mental well-being
Being a supportive
community
member
Protecting self and
family from
immediate danger
(avoid contracting COVID-19)
BASELINE NEED:
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
5
Shopping for food is now a more complex web that consumers must navigate, with a safety
assessment embedded at each decision point
*Depiction is not exhaustive of all journeys and decision points
Dining
Out
Grocery
Shopping
Takeout
Delivery
Pick-Up
In Person
MODE SELECTION ORDERING FULFILLMENT
FOOD PROCUREMENT JOURNEYS*
Direct-to-
Consumer
Phone
Store/Restaurant/
Producer Website
Third-
party App
Store/
Restaurant
App
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
6
Among all shoppers Rely LESS on No change Rely MORE on
Eating out at restaurants 37%
Takeout or delivery from restaurants 48%
Stores with adequate safety policies in response to COVID-19 49%
Grocery shopping in person 52%
Stores offering low prices or discounts 60%
Grocery shopping online 60%
Local stores 61%
Small-footprint stores to avoid crowds 64%
12%
30%
38%
22%
25%
27%
24%
22%
52%
22%
13%
26%
15%
13%
15%
15%
Safety guides choices of where to obtain food today, favoring stores that offer safety measures and a
small, local feel
Compared to before COVID-19, I now…
(in order of the amount of change, positive or negative)
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
7
Rely
LESS on
No
change
Rely
MORE on
Shelf-stable products 59%
Frozen products 62%
Fresh produce 61%
Fresh meats and seafood 64%
Locally sourced products 70%
Fresh prepared from deli 64%
Fresh prepared from self-serve bar 62%
Categories and formats procured during COVID-19 reflect a desire to ensure a stable household food
supply
30%
28%
26%
22%
19%
16%
14%
COVID-19 has
impacted the way I
shop because I buy
fewer fresh items
and go for more
shelf-stable items or
freezer items.
– KM, 41, F
Product categories shoppers rely on more/less due to COVID-19
Among all shoppers
(in order of “rely MORE”)
11%
10%
13%
14%
11%
20%
24%
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
8
Recognition of risks taken by
frontline food workers
More awareness of employee
welfare than ever
Employee welfare as criterion
for choosing where to shop and
which brands to purchase
* Exact trend on purchase influencers is not possible due to modification of question wording.
Consumers want to support food and beverage companies that protect and uplift society, especially in
trying times
Community-oriented considerations have risen in importance from 2017, with 8%
of shoppers listing “environmental/ethical concerns” and 6% including “social
justice” among their top 5 purchase influencers.
In 2017, just 4% counted “environmental and social justice” among their top 5
considerations.*
Evaluation of safety provisions
for consumers and employees
Larger companies are held to
even higher standards
Failure to implement basic
protections can drive
consumers away
Increasing awareness of social
injustices toward minority
populations
Growing consumer engagement in
social justice initiatives
Desire to spend at establishments
that align with values
EMPLOYEE WELFARE COMPANY SAFEGUARDS SOCIAL JUSTICE
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
9
What I do now
44%
40%
28%
24%
22%
20%
20%
19%
15%
When COVID-19 is no longer a major concern,
I expect to…
Adjustments due to COVID-19
and plans for the future
While current solutions are working for many shoppers, others are eager to get back to pre-COVID-19
approaches—or at least something similar
Among all shoppers Continue to do
what I do now
Somewhere
in between
Return to what I did
before COVID-19
Buy at least 5% of groceries online
Wear a mask into grocery stores
Consolidate shopping into as few trips/orders
as possible
Buy LESS freshly prepared foods from the self-
serve bars
Buy MORE private label/store brand products
Buy LESS freshly prepared foods from the hot
or cold case
Buy LESS freshly prepared foods from the deli
Use meal kits, CSAs and other subscription
services
Buy products/brands I've been introduced to
due to COVID-19
46%
40%
51%
44%
52%
44%
45%
46%
44%
22%
28%
22%
26%
15%
26%
22%
18%
28%
32%
32%
26%
30%
33%
31%
34%
36%
28%
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
10
The Anatomy of a Grocery Trip02
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
11
1 in 10
shoppers takes
a more
spontaneous
approach to
shopping
Although planning efforts reflect pre-pandemic behaviors, consumers highlight how planning has now
become a more concerted effort
Respondent-
submitted
images of tools
used for
grocery lists
Key shifts from
2017:*
1. Less inventory taking
2. Less couponing and
budget planning
49%
39%
31%
26%
19%
19%
18%
Make a list beforehand
Take inventory of what I need
Check store circulars/flyers for specials
or coupons
Ask others in my household what they
need
Plan menus for the week
Plan out my needs into as few
trips/orders as possible
Find online/digital coupons to use
Top trip planning behaviors
Among all shoppers
* Exact trending from 2017 is not possible due to new response options added in 2020. Observations are directional.
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
12
Shoppers’ efforts to consolidate their shopping trips mean fewer weekly trips, compared to 2017
In a typical week,
shoppers grocery shop
1.7x
(trip may involve
multiple stores)
in person online
0.9x
Before the pandemic, I would physically go food shopping two to three times a week. [Now] it's down
to about once a week plus the online shopping.
– AD, 32, F
9%
19%
38% 41%
54%
40%
2017 2020
< 1 trip/week 1 trip/week >1 trip/week
Trend in Weekly In-Person Trips*
Trended audience
* Exact trending from 2017 is not possible due to question wording/structure change. Changes in chart provided for directional purposes.
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
13
86%
78%
57%
51%
49%
44%
41%
39%
32%
31%
22%
0%
-3%
1%
5%
3%
11%
9%
13%
30%
Despite sweeping changes in shopping, use of channels resembles prior years, but smaller channels
have gained in reach since 2017
+/- indicate statistically significant differences from 2017 at a 95% CL
+4pts
+6pts
+5pts
+7pts
n/a
n/a
n/a
n/a
Grocery
Mass
Drug
Club
Dollar
Discount
Convenience
Specialty/natural
Online-only or DTC
Other
Ethnic
Follow-up questions only
asked about major channels
Channel Use Frequency vs.
6 months ago
Difference between % shopping MORE
often and % shopping LESS often
P30D Channel Engagement
Among all shoppers
(showing all engagement:
in person or online)
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
14
Online Shopping03
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
15
44%
bought at least
5% of their
food/groceries
online in the past
month
If 2020 is the year of the pandemic, it is also the year of online grocery shopping
4% 3% 7%
34%14% 13%
20%
46%
2012 (A) 2014 (B) 2017 (C) 2020 (D)
Over a 3-month period
Over the past 1
month
% who bought at least 5% of food/groceries online
% who bought at least 45% of food/groceries online
AB
ABC
ABC
AB
8-year trend in online food/grocery
shopping participation
Among all shoppers, trended audience (18—69 years old)
27%
now shop online
for groceries
more than before
COVID-19
14%
shopped online
for groceries for
the very first
time during
COVID-19
Among U.S. shoppers…
Among all shoppers, non-trended
audience (18-74 years old)
56%
bought groceries
online in the
past 30 days
33%
purchased half or
more of their
groceries online
in the past 30 days
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
16
MINIMIZE RISK
OF INFECTION
FIND OUT-OF-STOCK
PRODUCTS
REPLACE
FILL-IN TRIPS
Although online shopping was already gaining traction, adoption has accelerated in response to
COVID-19
Online shopping is still largely driven by a desire for convenience.
However, the increased traffic observed in online shopping is the
direct result of new drivers specifically tied to COVID-19:
I began buying groceries online more because in the
beginning of the lockdown most places were closed and those
that were open were very low on inventory. But more
importantly, I was terrified of leaving the house and catching
the virus, and it was extremely convenient and safe to buy
them from the comfort of your own home.
– SA, 36, F
14%
shopped online for
groceries for the
very first time
during COVID-19
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
17
On the other hand, consumers wary of online shopping are committed to the most individual aspects
of shopping: the experience and personal selection
46%
39%
31%
25%
19%
19%
18%
18%
13%
13%
13%
10%
Enjoy shopping in person
Don't like someone else picking out products
Don't want to buy produce/meat/seafood online
Shipping/delivery cost too high
Don't want to wait for delivery
Don't want to pay subscription fees
Don't like dealing with substitutions
Can't browse as well online
Don't like minimum order requirements
Prefer to buy from local businesses
Products more expensive online
Difficult to search for products online
Personal selection/experience
Price
Other factors
Barriers to online grocery shopping
Among shoppers who did not shop online in P3M
LEAST
PREFERRED
Produce
Meat/Seafood
Deli/Cold Case
Frozen
Dairy
Center Store
Alcohol
CATEGORYPREFERENCEFORONLINESHOPPING
MOST
PREFERRED
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
18
Consumers also face frustrations with online shopping that result from technological issues, price
concerns, and delivery options
Still, appreciation for the safety benefits that online shopping provides is
often enough to outweigh these challenges and frustrations.
My experience during COVID is that I order
things online and they don’t turn out to be
what I asked for when I get it.
– RJ, 57, F
13%
now shop online
for groceries
less than before
COVID-19
For these or other
reasons…
MISLEADING
INVENTORY &
SUBSTITUTIONS
PRICES AND FEES
DELIVERY ISSUES
USER FRIENDLINESS
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
19
While most will continue some aspects of their current routines, consumers also have a desire to
return to their pre-COVID-19 patterns
25% 34%
22%
22%
52% 44%
New online
shoppers
(A)
Continuing online
shoppers
(B)
Continue what I
do now
In between
Revert to what I
did before
When it comes to grocery shopping online, when
COVID-19 is no longer a major concern, I will…
Among those who buy 5%+ of their groceries/food online
B
A
We’ve started doing… little pick-up trips instead of going
into the physical grocery store. Once everything goes back to
normal, I don't think we will change much from what we're
doing now. The little pickups are easy… and it saves time.
– KM, 30, M
I miss taking my time in the grocery store and looking
around rather than being super calculated and only
going off a list… We will always have a little bit of need
for online shopping, but we expect to go back 90%.
– DN, 48, M
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
20
The Rise of Private Label04
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
21
Already making headway in recent years, private label brands were well positioned to accelerate in
the COVID-19 shopping environment
2019
2018
2017
Respondent photos of private label purchases
2020
52%
of these expect to
continue
relying more on
private brands
22%
of shoppers now
rely MORE on
private label
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
22
Consumers assess private label products in relation to name brand competitors, but multiple factors
are at play
It isn’t just about it being cheaper. I look at the
nutritional labels and what the ingredients are,
and if nothing’s truly bad in there.
– AP, 30, M
We look for store brands that are equivalent to
national brands when it comes to quality, but less
expensive.
– DN, 48, M
THE CLINCHER
Drives purchase when equal to or better than
the name brand
THE TABLE STAKES
Must equal or be lower than name brand to
enter consideration set
THE DIFFERENTIATOR
Cultivates trust and loyalty
PRICE
QUALITY
PREMIUM
ATTRIBUTE
S
I
N
C
R
E
A
S
I
N
G
P
U
R
C
H
A
S
E
L
I
K
E
L
I
H
O
O
D
I wish store [brands] would list where they source
their ingredients from… Also… if the packaging
looks generic, cheap, or trying too hard to imitate
their competitors, they lose credibility.
– SA, 36, F
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
23
A strong store brand can help build and solidify trust in a retailer, and vice-versa
45% 39%
23%
38%
27%
43%
34% 34%
#1
#2
#3
Across all channels, a good selection
of store brand or private label
products is the…
The Kroger is close to us and is a trusted brand. We use Kroger's all the time and everything, so I have
complete trust in it. And Costco is the other store that we completely trust in their products. They never
sacrifice the quality.
– ZC, 63, M
Perception of channels as offering good
store brand selection
Based on ratings of assigned P30D retailers
(showing % describes very well)
Driver of trust
Driver of store
recommendation
Driver of trip
satisfaction
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
24
Restaurant Sourcing in a Pandemic05
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
25
The frequency—and appeal—of dining out has drastically decreased
10%
18%
14%
58%
Never
Once a month or less
Once a week or less
More than once a
week
Frequency of dining out 6
months into the pandemic
Among all shoppers
I say everything about dining out is negative. You can't go without social distancing. You can't go without a mask,
it's just not an enjoyable experience in my opinion. – BM, 36, M
I ate outdoors recently, and it was not a fun experience. I guess I'm a little more squeamish. I sanitized utensils. I
sanitized my hands after I touched the menu, after everything. It was awkward touching the menus.. – AP, 30, M
We went out one time when the state was reopened for outdoor dining and it was not enjoyable at all. So that's
why we haven't done it again – KM, 41, F
52%
say they dine
out less than
before the
pandemic
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
26
For some, ordering takeout or delivery replaces dining out, providing a sense of normalcy and
supporting local economies
13%
31%
15%
41%Never
Once a month or less
Once a week or less
More than once a week
Frequency of takeout/delivery 6
months into the pandemic 57%
are highly
concerned about
picking up orders
from restaurants
30%
now rely more on
takeout/ delivery
than before
COVID-19
52%
are highly concerned
about accepting
deliveries from
restaurants
Among U.S.
shoppers…
22%
rely less on
takeout/delivery
than prior to the
pandemicI tried my best to maintain a sense of normalcy by
ordering takeout…, but the experience is not the same.
Eating out was a time for friends to come together, and
my social life has been negatively impacted greatly.
– SA, 36, F
Among HHs with/without kids
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
27
Implications
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Business Builders With
A Communications Mindset
Food Sourcing in America:
Communications Implications
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Factors Brands Need to Consider
In today’s world it’s about planning for the unexpected. Brands need
to be nimble and pivot communications programs. Here’s what you
need to consider:
Your Consumer
Now more than ever, brands
need to know their consumer.
From their values, to media
consumption habits and their
“new normal”, brands need to
relate and reach consumers
in an authentic way.
Cultural Zeitgeist
From Black Lives Matter, to
Facebook Boycotts, the
2020 Election and a
pandemic, brands must
navigate conversations to
lean into – and those they’d
like to steer clear of.
Media Landscape &
News Cycles
Newsrooms are shrinking
and with share-of-voice
diminishing due to the
rapid news cycles, brands
need something big to
stand out.
Impact
It’s not just about saying,
it’s about doing. And social
impact is something
consumers are expecting
from brands.
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Thought Leadership
Social POV sharing
Social/environmental commitments
Company innovation stories
Product Visibility & Education
Paid social ad campaigns
Media partnerships
Product reviews
Couponing programs
Retailer promotions
Brand-Curated Content
Life hacks
Recipe creation
Routine & wellness tips
Lifestyle, Food,
& Wellness Stories
Recipes
Product round-ups
How-to stories
Tastemaker
Conversations
Nutritionist
endorsements
Chef advcoacy
Influencer reivews &
giveaways
Community &
Stakeholder
Engagement
Local non-profit
partnerships
Employee appreciation
Paid
Media
Earned
Media
Shared
Media
Owned
Media
Surprise & Delight
Moments
Wellness app integrations
Company collaborations
Channels to Activate Against
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
The Key Implications for Communications Planning
Get on the grocery list
Showcase your social impact
Lean into loyal customers
Bring consumers experiences they crave
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Get on the Grocery List
Show up where you consumers are looking
for recipes and food inspiration.
Cultivate partnerships with brands and
influencers they turn to for
recommendations.
Leverage diets and lifestyle preferences
to hyper-target audiences likely to be
seeking products like yours (gluten-free,
keto, paleo).
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Brainiac Kids
Creating strong visibility through
partnerships & integrations
Truvia Sweetener
Driving mindshare and brand
consideration in social communities
Get on the Grocery List
Coca-Cola
Sharing exclusive brand experiences
to drive brand affinity and buzz
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Showcase Your Social Impact
Be authentic to your purpose—use it as
your decision making lens.
Meaningfully respond to social and
environmental issues.
• 81% of Fortune 100 companies released
a statement on the death of George
Floyd
Highlight your commitment to employees.
Support your local communities.
Build or expand long-term social impact
and sustainability initiatives.
Consider purpose-driven on-pack
messaging.
Marketing &
Communications
Employee
Engagement
Growth &
Innovation
Operations &
Management
Social &
Environmental
Strategy
Crisis
Response
PURPOSE
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Ben & Jerry’s
Maintaining a consistent perspective
on critical social issues
Flourish Flour
Highlighting the people at every
end of the supply chain
Showcase Your Social Impact
GrubHub
Putting purpose first during
COVID-19 pandemic
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Lean in to Loyal Customers
Offer unique incentive programs to keep
consumers interested, engaged and
coming back for more.
Lean into nostalgia if your brand is able –
consumers are leaning into brands that
bring them comfort, especially now.
Inspire fans to become advocates for your
brand, especially on social and through
word of mouth.
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
OceanSpray
Building on a viral social
phenomenon by paying it forward
Hershey’s / HoneyMaid / Jet Puffed
Responding with enthusiasm to a
surge of demand
Lean in to Loyal Customers
Blue Bunny
Creating a memorable brand
experience for fans
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Bring Consumers the
Experiences They Crave
Drive relevancy by bringing them what
they’re needing—and missing—most:
• Nights on the town
• Travel and sightseeing
• New hobbies and activities
• Fun game nights
• Group fitness
RF|Binder
950 Third Avenue
New York, NY 10022
212-994-7600
www.rfbinder.com
@RFBinder
Wines of Germany
Unlocking engaging at-home
experiences
Kraft Heinz
Bringing fun to the family via iconic
brand foods
Bring Consumers Experiences They Crave
Dunkin’ Brands
Offering consumers a chance to hit
the road
FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc.
40
ABOUT THE HARTMAN GROUP
The Hartman Group is the premier food and beverage consultancy in the world. Companies and brands across all segments of the food and beverage industry benefit from our unparalleled depth of knowledge on
consumers, culture, trends, and demand-side market strategy. We listen closely to understand our clients’ business challenges and tailor solutions that deliver transformative results. Through a unique suite of integrated
custom, primary research capabilities, market analytics, and business strategy services, we uncover opportunity spaces and avenues for growth. We deliver more compelling insights that fuel inspiration and ideas for
innovation.
3150 Richards Road, Ste. 200 Bellevue, WA 98005
Tel (425) 452 0818 Fax (425) 452 9092
www.hartman-group.com

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Food Sourcing in America: New Consumer Food Sourcing Trends That Will Impact Communications in 2021

  • 2. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 2 Methodology Quantitative Nationally representative online survey, conducted early August 2020: • n=2,008 U.S. adults (aged 18-74), primary household grocery shoppers • Topics: food sourcing (shopping in person and online, subscriptions, food service, and more), shopping habits and specific COVID-19 strategies, trip drivers, channel and retailer engagement and performance, online grocery purchasing, grocery category purchasing by retailer/channel Qualitative Two in-depth methodologies, fielded July 2020 • Participants represent mix of demographics, channel engagement and private label/brand engagement • Mobile Qualitative: • n=17 U.S. adults, aged 30-63 • 7-day asynchronous task assignment via specialized mobile app • Follow-Up Interviews: • n=7 U.S. adults • 1-hour videoconference interview to contextualize task uploads and dig deeper into key topic areas.
  • 4. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 4 Consumers are constantly assessing risk and making trade-offs in daily activities and priorities accordingly Securing physical health in the short and long term Working within means, availability, and access Maintaining emotional and mental well-being Being a supportive community member Protecting self and family from immediate danger (avoid contracting COVID-19) BASELINE NEED:
  • 5. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 5 Shopping for food is now a more complex web that consumers must navigate, with a safety assessment embedded at each decision point *Depiction is not exhaustive of all journeys and decision points Dining Out Grocery Shopping Takeout Delivery Pick-Up In Person MODE SELECTION ORDERING FULFILLMENT FOOD PROCUREMENT JOURNEYS* Direct-to- Consumer Phone Store/Restaurant/ Producer Website Third- party App Store/ Restaurant App
  • 6. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 6 Among all shoppers Rely LESS on No change Rely MORE on Eating out at restaurants 37% Takeout or delivery from restaurants 48% Stores with adequate safety policies in response to COVID-19 49% Grocery shopping in person 52% Stores offering low prices or discounts 60% Grocery shopping online 60% Local stores 61% Small-footprint stores to avoid crowds 64% 12% 30% 38% 22% 25% 27% 24% 22% 52% 22% 13% 26% 15% 13% 15% 15% Safety guides choices of where to obtain food today, favoring stores that offer safety measures and a small, local feel Compared to before COVID-19, I now… (in order of the amount of change, positive or negative)
  • 7. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 7 Rely LESS on No change Rely MORE on Shelf-stable products 59% Frozen products 62% Fresh produce 61% Fresh meats and seafood 64% Locally sourced products 70% Fresh prepared from deli 64% Fresh prepared from self-serve bar 62% Categories and formats procured during COVID-19 reflect a desire to ensure a stable household food supply 30% 28% 26% 22% 19% 16% 14% COVID-19 has impacted the way I shop because I buy fewer fresh items and go for more shelf-stable items or freezer items. – KM, 41, F Product categories shoppers rely on more/less due to COVID-19 Among all shoppers (in order of “rely MORE”) 11% 10% 13% 14% 11% 20% 24%
  • 8. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 8 Recognition of risks taken by frontline food workers More awareness of employee welfare than ever Employee welfare as criterion for choosing where to shop and which brands to purchase * Exact trend on purchase influencers is not possible due to modification of question wording. Consumers want to support food and beverage companies that protect and uplift society, especially in trying times Community-oriented considerations have risen in importance from 2017, with 8% of shoppers listing “environmental/ethical concerns” and 6% including “social justice” among their top 5 purchase influencers. In 2017, just 4% counted “environmental and social justice” among their top 5 considerations.* Evaluation of safety provisions for consumers and employees Larger companies are held to even higher standards Failure to implement basic protections can drive consumers away Increasing awareness of social injustices toward minority populations Growing consumer engagement in social justice initiatives Desire to spend at establishments that align with values EMPLOYEE WELFARE COMPANY SAFEGUARDS SOCIAL JUSTICE
  • 9. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 9 What I do now 44% 40% 28% 24% 22% 20% 20% 19% 15% When COVID-19 is no longer a major concern, I expect to… Adjustments due to COVID-19 and plans for the future While current solutions are working for many shoppers, others are eager to get back to pre-COVID-19 approaches—or at least something similar Among all shoppers Continue to do what I do now Somewhere in between Return to what I did before COVID-19 Buy at least 5% of groceries online Wear a mask into grocery stores Consolidate shopping into as few trips/orders as possible Buy LESS freshly prepared foods from the self- serve bars Buy MORE private label/store brand products Buy LESS freshly prepared foods from the hot or cold case Buy LESS freshly prepared foods from the deli Use meal kits, CSAs and other subscription services Buy products/brands I've been introduced to due to COVID-19 46% 40% 51% 44% 52% 44% 45% 46% 44% 22% 28% 22% 26% 15% 26% 22% 18% 28% 32% 32% 26% 30% 33% 31% 34% 36% 28%
  • 11. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 11 1 in 10 shoppers takes a more spontaneous approach to shopping Although planning efforts reflect pre-pandemic behaviors, consumers highlight how planning has now become a more concerted effort Respondent- submitted images of tools used for grocery lists Key shifts from 2017:* 1. Less inventory taking 2. Less couponing and budget planning 49% 39% 31% 26% 19% 19% 18% Make a list beforehand Take inventory of what I need Check store circulars/flyers for specials or coupons Ask others in my household what they need Plan menus for the week Plan out my needs into as few trips/orders as possible Find online/digital coupons to use Top trip planning behaviors Among all shoppers * Exact trending from 2017 is not possible due to new response options added in 2020. Observations are directional.
  • 12. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 12 Shoppers’ efforts to consolidate their shopping trips mean fewer weekly trips, compared to 2017 In a typical week, shoppers grocery shop 1.7x (trip may involve multiple stores) in person online 0.9x Before the pandemic, I would physically go food shopping two to three times a week. [Now] it's down to about once a week plus the online shopping. – AD, 32, F 9% 19% 38% 41% 54% 40% 2017 2020 < 1 trip/week 1 trip/week >1 trip/week Trend in Weekly In-Person Trips* Trended audience * Exact trending from 2017 is not possible due to question wording/structure change. Changes in chart provided for directional purposes.
  • 13. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 13 86% 78% 57% 51% 49% 44% 41% 39% 32% 31% 22% 0% -3% 1% 5% 3% 11% 9% 13% 30% Despite sweeping changes in shopping, use of channels resembles prior years, but smaller channels have gained in reach since 2017 +/- indicate statistically significant differences from 2017 at a 95% CL +4pts +6pts +5pts +7pts n/a n/a n/a n/a Grocery Mass Drug Club Dollar Discount Convenience Specialty/natural Online-only or DTC Other Ethnic Follow-up questions only asked about major channels Channel Use Frequency vs. 6 months ago Difference between % shopping MORE often and % shopping LESS often P30D Channel Engagement Among all shoppers (showing all engagement: in person or online)
  • 15. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 15 44% bought at least 5% of their food/groceries online in the past month If 2020 is the year of the pandemic, it is also the year of online grocery shopping 4% 3% 7% 34%14% 13% 20% 46% 2012 (A) 2014 (B) 2017 (C) 2020 (D) Over a 3-month period Over the past 1 month % who bought at least 5% of food/groceries online % who bought at least 45% of food/groceries online AB ABC ABC AB 8-year trend in online food/grocery shopping participation Among all shoppers, trended audience (18—69 years old) 27% now shop online for groceries more than before COVID-19 14% shopped online for groceries for the very first time during COVID-19 Among U.S. shoppers… Among all shoppers, non-trended audience (18-74 years old) 56% bought groceries online in the past 30 days 33% purchased half or more of their groceries online in the past 30 days
  • 16. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 16 MINIMIZE RISK OF INFECTION FIND OUT-OF-STOCK PRODUCTS REPLACE FILL-IN TRIPS Although online shopping was already gaining traction, adoption has accelerated in response to COVID-19 Online shopping is still largely driven by a desire for convenience. However, the increased traffic observed in online shopping is the direct result of new drivers specifically tied to COVID-19: I began buying groceries online more because in the beginning of the lockdown most places were closed and those that were open were very low on inventory. But more importantly, I was terrified of leaving the house and catching the virus, and it was extremely convenient and safe to buy them from the comfort of your own home. – SA, 36, F 14% shopped online for groceries for the very first time during COVID-19
  • 17. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 17 On the other hand, consumers wary of online shopping are committed to the most individual aspects of shopping: the experience and personal selection 46% 39% 31% 25% 19% 19% 18% 18% 13% 13% 13% 10% Enjoy shopping in person Don't like someone else picking out products Don't want to buy produce/meat/seafood online Shipping/delivery cost too high Don't want to wait for delivery Don't want to pay subscription fees Don't like dealing with substitutions Can't browse as well online Don't like minimum order requirements Prefer to buy from local businesses Products more expensive online Difficult to search for products online Personal selection/experience Price Other factors Barriers to online grocery shopping Among shoppers who did not shop online in P3M LEAST PREFERRED Produce Meat/Seafood Deli/Cold Case Frozen Dairy Center Store Alcohol CATEGORYPREFERENCEFORONLINESHOPPING MOST PREFERRED
  • 18. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 18 Consumers also face frustrations with online shopping that result from technological issues, price concerns, and delivery options Still, appreciation for the safety benefits that online shopping provides is often enough to outweigh these challenges and frustrations. My experience during COVID is that I order things online and they don’t turn out to be what I asked for when I get it. – RJ, 57, F 13% now shop online for groceries less than before COVID-19 For these or other reasons… MISLEADING INVENTORY & SUBSTITUTIONS PRICES AND FEES DELIVERY ISSUES USER FRIENDLINESS
  • 19. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 19 While most will continue some aspects of their current routines, consumers also have a desire to return to their pre-COVID-19 patterns 25% 34% 22% 22% 52% 44% New online shoppers (A) Continuing online shoppers (B) Continue what I do now In between Revert to what I did before When it comes to grocery shopping online, when COVID-19 is no longer a major concern, I will… Among those who buy 5%+ of their groceries/food online B A We’ve started doing… little pick-up trips instead of going into the physical grocery store. Once everything goes back to normal, I don't think we will change much from what we're doing now. The little pickups are easy… and it saves time. – KM, 30, M I miss taking my time in the grocery store and looking around rather than being super calculated and only going off a list… We will always have a little bit of need for online shopping, but we expect to go back 90%. – DN, 48, M
  • 21. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 21 Already making headway in recent years, private label brands were well positioned to accelerate in the COVID-19 shopping environment 2019 2018 2017 Respondent photos of private label purchases 2020 52% of these expect to continue relying more on private brands 22% of shoppers now rely MORE on private label
  • 22. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 22 Consumers assess private label products in relation to name brand competitors, but multiple factors are at play It isn’t just about it being cheaper. I look at the nutritional labels and what the ingredients are, and if nothing’s truly bad in there. – AP, 30, M We look for store brands that are equivalent to national brands when it comes to quality, but less expensive. – DN, 48, M THE CLINCHER Drives purchase when equal to or better than the name brand THE TABLE STAKES Must equal or be lower than name brand to enter consideration set THE DIFFERENTIATOR Cultivates trust and loyalty PRICE QUALITY PREMIUM ATTRIBUTE S I N C R E A S I N G P U R C H A S E L I K E L I H O O D I wish store [brands] would list where they source their ingredients from… Also… if the packaging looks generic, cheap, or trying too hard to imitate their competitors, they lose credibility. – SA, 36, F
  • 23. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 23 A strong store brand can help build and solidify trust in a retailer, and vice-versa 45% 39% 23% 38% 27% 43% 34% 34% #1 #2 #3 Across all channels, a good selection of store brand or private label products is the… The Kroger is close to us and is a trusted brand. We use Kroger's all the time and everything, so I have complete trust in it. And Costco is the other store that we completely trust in their products. They never sacrifice the quality. – ZC, 63, M Perception of channels as offering good store brand selection Based on ratings of assigned P30D retailers (showing % describes very well) Driver of trust Driver of store recommendation Driver of trip satisfaction
  • 25. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 25 The frequency—and appeal—of dining out has drastically decreased 10% 18% 14% 58% Never Once a month or less Once a week or less More than once a week Frequency of dining out 6 months into the pandemic Among all shoppers I say everything about dining out is negative. You can't go without social distancing. You can't go without a mask, it's just not an enjoyable experience in my opinion. – BM, 36, M I ate outdoors recently, and it was not a fun experience. I guess I'm a little more squeamish. I sanitized utensils. I sanitized my hands after I touched the menu, after everything. It was awkward touching the menus.. – AP, 30, M We went out one time when the state was reopened for outdoor dining and it was not enjoyable at all. So that's why we haven't done it again – KM, 41, F 52% say they dine out less than before the pandemic
  • 26. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 26 For some, ordering takeout or delivery replaces dining out, providing a sense of normalcy and supporting local economies 13% 31% 15% 41%Never Once a month or less Once a week or less More than once a week Frequency of takeout/delivery 6 months into the pandemic 57% are highly concerned about picking up orders from restaurants 30% now rely more on takeout/ delivery than before COVID-19 52% are highly concerned about accepting deliveries from restaurants Among U.S. shoppers… 22% rely less on takeout/delivery than prior to the pandemicI tried my best to maintain a sense of normalcy by ordering takeout…, but the experience is not the same. Eating out was a time for friends to come together, and my social life has been negatively impacted greatly. – SA, 36, F Among HHs with/without kids
  • 28. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Business Builders With A Communications Mindset Food Sourcing in America: Communications Implications
  • 29. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Factors Brands Need to Consider In today’s world it’s about planning for the unexpected. Brands need to be nimble and pivot communications programs. Here’s what you need to consider: Your Consumer Now more than ever, brands need to know their consumer. From their values, to media consumption habits and their “new normal”, brands need to relate and reach consumers in an authentic way. Cultural Zeitgeist From Black Lives Matter, to Facebook Boycotts, the 2020 Election and a pandemic, brands must navigate conversations to lean into – and those they’d like to steer clear of. Media Landscape & News Cycles Newsrooms are shrinking and with share-of-voice diminishing due to the rapid news cycles, brands need something big to stand out. Impact It’s not just about saying, it’s about doing. And social impact is something consumers are expecting from brands.
  • 30. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Thought Leadership Social POV sharing Social/environmental commitments Company innovation stories Product Visibility & Education Paid social ad campaigns Media partnerships Product reviews Couponing programs Retailer promotions Brand-Curated Content Life hacks Recipe creation Routine & wellness tips Lifestyle, Food, & Wellness Stories Recipes Product round-ups How-to stories Tastemaker Conversations Nutritionist endorsements Chef advcoacy Influencer reivews & giveaways Community & Stakeholder Engagement Local non-profit partnerships Employee appreciation Paid Media Earned Media Shared Media Owned Media Surprise & Delight Moments Wellness app integrations Company collaborations Channels to Activate Against
  • 31. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder The Key Implications for Communications Planning Get on the grocery list Showcase your social impact Lean into loyal customers Bring consumers experiences they crave
  • 32. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Get on the Grocery List Show up where you consumers are looking for recipes and food inspiration. Cultivate partnerships with brands and influencers they turn to for recommendations. Leverage diets and lifestyle preferences to hyper-target audiences likely to be seeking products like yours (gluten-free, keto, paleo).
  • 33. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Brainiac Kids Creating strong visibility through partnerships & integrations Truvia Sweetener Driving mindshare and brand consideration in social communities Get on the Grocery List Coca-Cola Sharing exclusive brand experiences to drive brand affinity and buzz
  • 34. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Showcase Your Social Impact Be authentic to your purpose—use it as your decision making lens. Meaningfully respond to social and environmental issues. • 81% of Fortune 100 companies released a statement on the death of George Floyd Highlight your commitment to employees. Support your local communities. Build or expand long-term social impact and sustainability initiatives. Consider purpose-driven on-pack messaging. Marketing & Communications Employee Engagement Growth & Innovation Operations & Management Social & Environmental Strategy Crisis Response PURPOSE
  • 35. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Ben & Jerry’s Maintaining a consistent perspective on critical social issues Flourish Flour Highlighting the people at every end of the supply chain Showcase Your Social Impact GrubHub Putting purpose first during COVID-19 pandemic
  • 36. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Lean in to Loyal Customers Offer unique incentive programs to keep consumers interested, engaged and coming back for more. Lean into nostalgia if your brand is able – consumers are leaning into brands that bring them comfort, especially now. Inspire fans to become advocates for your brand, especially on social and through word of mouth.
  • 37. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder OceanSpray Building on a viral social phenomenon by paying it forward Hershey’s / HoneyMaid / Jet Puffed Responding with enthusiasm to a surge of demand Lean in to Loyal Customers Blue Bunny Creating a memorable brand experience for fans
  • 38. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Bring Consumers the Experiences They Crave Drive relevancy by bringing them what they’re needing—and missing—most: • Nights on the town • Travel and sightseeing • New hobbies and activities • Fun game nights • Group fitness
  • 39. RF|Binder 950 Third Avenue New York, NY 10022 212-994-7600 www.rfbinder.com @RFBinder Wines of Germany Unlocking engaging at-home experiences Kraft Heinz Bringing fun to the family via iconic brand foods Bring Consumers Experiences They Crave Dunkin’ Brands Offering consumers a chance to hit the road
  • 40. FoodSourcinginAmericaJuly/August2020|©2020TheHartmanGroup,Inc. 40 ABOUT THE HARTMAN GROUP The Hartman Group is the premier food and beverage consultancy in the world. Companies and brands across all segments of the food and beverage industry benefit from our unparalleled depth of knowledge on consumers, culture, trends, and demand-side market strategy. We listen closely to understand our clients’ business challenges and tailor solutions that deliver transformative results. Through a unique suite of integrated custom, primary research capabilities, market analytics, and business strategy services, we uncover opportunity spaces and avenues for growth. We deliver more compelling insights that fuel inspiration and ideas for innovation. 3150 Richards Road, Ste. 200 Bellevue, WA 98005 Tel (425) 452 0818 Fax (425) 452 9092 www.hartman-group.com

Editor's Notes

  1. FSA July/August 2020. CV2. In terms of WHERE your food comes from these days, which of the following do you rely more or less on specifically in response to the COVID-19 pandemic? Compared to before COVID-19 became a concern in my area, I now… (Select one response per row) Base: Total (n=2008).
  2. FSA July/August 2020. CV4. And in terms of WHAT you buy, do you buy more or less of each of the following specifically in response to the COVID-19 pandemic? (Select one response per row) Base: Total (n=2008).
  3. FSA July/August 2020. SP8. When deciding on which grocery products to buy, which of the following typically have the most influence on your decision? (Please select up to 5)  Base: 2020 Total / Randomly assigned to rate “Environmental…” (n=1262), “Social…” (n=1256); Base: 2017 Total (n=2004). * Exact trend on purchase influencers is not possible due to modification of question wording.
  4. FSA July/August 2020. CV2. In terms of WHERE your food comes from these days, which of the following do you rely more or less on specifically in response to the COVID-19 pandemic? Compared to before COVID-19 became a concern in my area, I now… (Select one response per row) Base: Total (n=2008). * Not part of CV2: Online shoppers = bought at least 5% of food/groceries online in P30D; Subscription users = used meal kits, snack/smoothie boxes, CSAs, prepared meal delivery, DTC or other subscription in P30D; Base: Total (n=2008). CV6. When COVID-19 is no longer a major concern in your area, will you continue your current shopping strategies, return to what you were doing before COVID-19 or do something in between? Base: Those reporting each behavior – in order listed on the slide (n=855/807/569/493/425/412/416/357/303).
  5. FSA July/August 2020. SP6. How do you plan, if at all, before doing your grocery shopping? (Please select all that apply) Base: Total (n=2008).
  6. FSA July/August 2020. SP1. In a typical week, how many times do you do grocery shopping nowadays (either make a trip to the store in person or place a grocery order online)? Base – in person trips: Total (n=2008).
  7. FSA July/August 2020. S15. Specifically, when did you last shop IN PERSON or ONLINE at each of the following types of stores to buy groceries (i.e., food, beverage, household or personal care items, or non-prescription medications) for your household? (Select one response for ‘in person’ and one for ‘online’ for each type of store) Base: Total (n=2008), Trend shown based on Trended base: 2017 (n=2004), 2020 (n=1913). U2. Compared to 6 months ago, would you say you are now shopping for groceries, in person or online, more or less frequently at the following stores? (Please select only one response per row/store) Base: Ratings of P30D retailers within each channel Grocery (n=3655), Mass (n=2133), Drug (n=1448), Club (n=1352), Dollar (n=1295), Discount (n=1667), Convenience (n=837), Specialty/Natural (n=2150), Online-only (n=857). *Trend for Dollar, Discount, Online-only and Other is unavailable due to channel definition changes vs. 2017). Trend for Online shopping is indicated in other ways in the Online chapter.
  8. Now let’s go ahead and look more deeply at online shopping, which has been able to offer consumers a unique set of advantages during the pandemic.
  9. FSA July/August 2020. S13. Just in the PAST 30 DAYS, approximately what PORTION of your food, beverage or grocery purchases was made ONLINE? Trended base: Total Aged 18-71 – 2017 (n=2004); 2020 (n=1913). S15. Specifically, when did you last shop IN PERSON or ONLINE at each of the following types of stores to buy groceries (i.e., food, beverage, household or personal care items, or non-prescription medications) for your household? (Select one response for ‘in person’ and one for ‘online’ for each type of store) Base: Total (n=2008). CV2. In terms of WHERE your food comes from these days, which of the following do you rely more or less on specifically in response to the COVID-19 pandemic? Compared to before COVID-19 became a concern in my area, I now… (Select one response per row) Base: Total (n=2008). S15B. Are you an Amazon Prime member? Base: Total (n=2008). CV5. What other adjustments have you made in HOW you shop for groceries specifically in response to the COVID-19 pandemic? Compared to before the COVID-19 pandemic became a concern in my area… (Select all that apply) Base: Total (n=2008).
  10. FSA July/August 2020. CV5. What other adjustments have you made in HOW you shop for groceries specifically in response to the COVID-19 pandemic? Compared to before the COVID-19 pandemic became a concern in my area… (Select all that apply) Base: Total (n=2008).
  11. FSA July/August 2020. CP4. You indicated earlier that you haven’t placed an order online for grocery items in the past 3 months. Why haven’t you done so? (Please select all that apply) Base: Did not place an online order in the past 3 months (n=1153), Men who haven’t placed online order in P3M (n=493), Women who haven’t placed online order in P3M (n=657).
  12. FSA July/August 2020. CV2. In terms of WHERE your food comes from these days, which of the following do you rely more or less on specifically in response to the COVID-19 pandemic? Compared to before COVID-19 became a concern in my area, I now… (Select one response per row) Base: Total (n=2008).
  13. FSA July/August 2020. CV6. When COVID-19 is no longer a major concern in your area, will you continue your current shopping strategies, return to what you were doing before COVID-19 or do something in between? Base: New online shoppers (n=212), Continuing online shoppers (n=643).
  14. FSA July/August 2020. CV4. And in terms of WHAT you buy, do you buy more or less of each of the following specifically in response to the COVID-19 pandemic? (Select one response per row) Base: Total (n=2008). CV6. Let’s think ahead to the time when COVID-19 will no longer be a major concern in your area. When COVID-19 is no longer a major concern in your area, will you continue your current shopping strategies, return to what you were doing before COVID-19 or do something in between? Base: Rely LESS on / MORE on private label (n=221 / 425). Source: (1) Storebrands, “Daymon report sees a very bright future for private label,” August 6, 2020.
  15. FSA July/August 2020. CP6a. How well does each of the following statements describe your feelings about the selection at your typical [ASSIGNED RETAILER] compared to other stores you shop? (Place each card into a bucket) Base – all assigned to rate a retailer within each channel: Grocery (n=853), Specialty/Natural (n=622), Dollar (n=656), Discount (n=639), Drug (n=690), Club (n=660), Mass (n=791), Online-only (n=527).
  16. FSA July/August 2020. U1D. You mentioned earlier that at least some portion of your food comes from restaurants. Thinking of the past 30 days, how often would you say you buy meals at or from restaurants? (Select one response in each column) Base: Total (n=2008). CV2. In terms of WHERE your food comes from these days, which of the following do you rely more or less on specifically in response to the COVID-19 pandemic? Compared to before COVID-19 became a concern in my area, I now… (Select one response per row) Base: Total (n=2008).  
  17. FSA July/August 2020. U1D. You mentioned earlier that at least some portion of your food comes from restaurants. Thinking of the past 30 days, how often would you say you buy meals at or from restaurants? (Select one response in each column) Base: Total (n=2008). CV2. In terms of WHERE your food comes from these days, which of the following do you rely more or less on specifically in response to the COVID-19 pandemic? Compared to before COVID-19 became a concern in my area, I now… (Select one response per row). CV1. First, when it comes to your health and wellbeing, how concerned are you about each of the following during the NEXT 3 MONTHS of the COVID-19 pandemic? Base: Total (n=2008).  
  18. Maybe include an full wheel that includes key discovery moments across each channel -- include pricing promos & giveaways w/ influencers, something about easy life hacks (since they’re looking to ease complications), integrations or programming w/ games/other easy/fun activities that will get the brand top of mind and alleviate consumer stress – find a way to not make people think twice about
  19. Maybe include an full wheel that includes key discovery moments across each channel -- include pricing promos & giveaways w/ influencers, something about easy life hacks (since they’re looking to ease complications), integrations or programming w/ games/other easy/fun activities that will get the brand top of mind and alleviate consumer stress – find a way to not make people think twice about
  20. Maybe include an full wheel that includes key discovery moments across each channel -- include pricing promos & giveaways w/ influencers, something about easy life hacks (since they’re looking to ease complications), integrations or programming w/ games/other easy/fun activities that will get the brand top of mind and alleviate consumer stress – find a way to not make people think twice about
  21. Maybe include an full wheel that includes key discovery moments across each channel -- include pricing promos & giveaways w/ influencers, something about easy life hacks (since they’re looking to ease complications), integrations or programming w/ games/other easy/fun activities that will get the brand top of mind and alleviate consumer stress – find a way to not make people think twice about
  22. Maybe include an full wheel that includes key discovery moments across each channel -- include pricing promos & giveaways w/ influencers, something about easy life hacks (since they’re looking to ease complications), integrations or programming w/ games/other easy/fun activities that will get the brand top of mind and alleviate consumer stress – find a way to not make people think twice about