The Future of Grocery Shopping and Meals At Home

October 2021

During the COVID-19 pandemic, consumer’s everyday lives were profoundly disrupted. Many consumers spent more of their time at home, and with foodservice largely restricted, most food spending funnelled into grocery retail. New routines emerged and many of these routines will remain. The market is heating up as consumers look for new kinds of convenience in the home. This is creating space for new players looking for a share of these meals moving forward.

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Key Findings

More meals will be consumed at home in the future

In the wake of the Coronavirus (COVID-19) pandemic, with new routines built around lives that involve more time being spent at home, the greatest opportunities in meals are shifting to the home as well.

Grocery delivery is more viable than ever

New on-demand delivery offerings are sitting alongside an existing set of scheduled grocery delivery services to create new value for stores and new kinds of convenience at home, while driving down costs for the consumer.

Grocery stores are hubs of curation

Emerging lifestyles that focus on the home mean more time spent at grocery stores. Grocery stores remain the default sources for food purchasing and meals inspiration.

Future opportunities stem from proximity

Grocery stores will serve as hubs that make existing and emerging services possible. New outlets will be more urban and more residential, and will cater to a more dynamic mix of in-store shopping opportunities and delivery fulfilment.

Restaurants shift further to special occasion meals

As food retail becomes the default meals provider for the majority of meals at home, restaurant meals will become more occasional and more special.

The market for meals will grow organically

All food producers win – whether food retail or foodservice – by innovating around the opportunity to serve consumers at home more often in the future. New services are creating value through new realities in demand.



A big opportunity for grocery retailers
Key findings from this report

A New Market For Prepared Meals At Home

Pandemic boost drives investment in grocery retail
More time at home, more meals at home
The pandemic sparks a sudden increase in demand for grocery delivery
“Cooking fatigue” prompts a new kind of convenience at home
Increased competition for a limited “share of meals”
Lots of long-term potential from grocery offerings
Future is open with lots of space for grocery retail to experiment

Expanding Ecosystem of Grocery Options

Why existing bricks-and-mortar brands could have an advantage
A grocery-driven ecosystem of convenient options
Scheduled grocery delivery and online marketplaces
Subscription and replenishment services
Impulse grocery delivery and “dark store” wholesale
Semi-prepared products, packaged meals and meal kits
Grocery foodservice and retail foodservice format blurring
Balancing advantages with challenges in the years ahead

Global Case Studies

Cost-effective delivery at incredible speed
Why this works in Germany
Taking food brands direct to the consumer
Why this works in South Korea
Food retail as a destination for meal solutions
Why this works in Switzerland
Rethinking physical stores for the future
Why this works in the US

Grocery Shopping in 2025

Grocery retail’s great advantage will be proximity and flexibility
Growing the opportunity by 2025
Final thoughts and key recommendations

Consumer Foodservice

Consumer foodservice is composed of cafés/bars, full-service restaurants, limited-service restaurants, self-service cafeterias and street stalls/kiosks.

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