Specialty Food Magazine

across households of all income levels." "This has been particularly noticeable with alcohol, coffee, cheese, chocolate—even hair care," Stewart says. "Since we are a long way from 'back to normal,' we would expect these trends to continue well into 2021." Stewart says the changes in consumer shopping behaviors, and the adjustments made by retailers to accommodate them, will likely persist for some time. "At this point, it appears that 2021 will be an extension of many of the changes we experienced in 2020, with the health and safety of shoppers as the top priority for retailers," he says. "Social distancing, touch-free, and transparency will continue to drive the way we live our lives, and the way we shop." He expects that many consumers will continue to minimize their shopping trips inside stores or will not visit stores at all. "The acceleration of online grocery shopping will endure, with expectations of doubling market share by 2025," says Stewart. "Retailers will work hard to ensure seamless integration between in-store and online shopping, leveraging smartphones to drive personalization, and dark stores to drive fulfillment efficiencies." Grocery shoppers will expect inspiration and excitement when they do venture inside brick-and- mortar stores, he says. "Shopping wasn't fun in 2020, and shoppers will need unique offerings to draw them back into the store in 2021. They will particularly be looking for meal solutions, healthy and convenient food options, self-care solutions, and one-stop shopping." After a year of product shortages and out-of- stocks on retailer shelves, product availability will be increasingly important going forward, he says. In addition, shoppers will expect better pricing and more deals after a year in which promotional activity was scarce and prices increased on many items. Shelley Balanko, senior vice president at The Hartman Group, Bellevue, Washington, agrees that consumers will likely seek to minimize trips to the store and spend less time browsing the aisles. That will lead to a need for easy-to-shop store layouts, she says. Balanko also points out that along with their increasing use of e-commerce, consumers have become more comfortable buying perishables online. Stores that incorporate some personalization into the online shopping experience—such as direct communication, feedback, and the building in of preferences—are more likely to provide more satisfying experiences for their customers. Healthier Eating Many Americans reported that they tried to eat healthier during the pandemic, and that they aspire to maintain a healthier lifestyle when the pandemic is over, says Balanko. "Eating with physical, mental, and emotional resilience in mind is increasing," she says. Stewart of Acosta agrees that consumers will focus on eating healthier in 2021, and will look to self-care options, such as seeking out foods that boost their immune systems. He cites data from research firm SPINS showing high growth rates of natural foods during the pandemic, which he says reflects consumers' increased interest in health. Sales of vitamins and supplements have also increased. The plant-based food trend will also gain momentum in 2021, Stewart says, noting that 70 percent of shoppers who buy plant-based alternatives do so for health reasons. "This is one of the top categories that shoppers say they will buy even more of post-COVID," he says. Balanko notes that although consumers had been cooking more dinners at home early in the pandemic, that trend has slowed amid the emergence of "cooking fatigue," indicating potential demand for more quick-and-easy meal solutions in the months ahead. She also expects consumers' focus on snacking to persist. SPECIALTY FOOD SPECIALTYFOOD.COM "Retailers will work hard to ensure seamless integration between in-store and online shopping, leveraging smartphones to drive personalization, and dark stores to drive fulfillment efficiencies."

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