1. MMI ANALYTICS & INSIGHTS COCOONING & GROCERANTS

2. COCOONING & GROCERANTS
Cocooning & Grocerants are two emerging trends impacting the retail channel.
Cocooning reflects consumers’ need to stay at home.
Grocerant combines the Grocery Store with a restaurant (expanded deli – food service).
GLOBALDATA

3. COCOONING
Cocooning reflects consumers’ need to stay at home and revert to more conventional methods of performing tasks, such as cooking from scratch.
Drivers:
Technological invasion
Economic Circumstances
Who:
Millennials
GLOBALDATA

4. 41% ARE COCOONING
41% of global consumers generally prefer to stay at home rather than go out.
43% often do not have much time.
52% are having at-home beauty treatments to save money.
GLOBALDATA

5. “OUT OF HOME EXPERIENCE” WHILE IN YOUR COCOON!
Meals consume at home have a considerably better quality experience than out.
Online digital support of professional grade products.
75% prefer to cook from scratch at home.
70% recreate café-quality drinks at home.
77% of pet owners consider pets as members of the family.
GLOBALDATA

6. DIGITALIZATION IN COCOON
Cocooning

7. HOW TO REACH COCONERS? How to reach Cocooners?
Stay informed and connected (Facebook – Social Media).
Provide the BEST experience ever, every time.
They seek and love comfort.
They want it NOW (delivery, fresh prepared, click & collect).
Be original and fun!
Cocooning is in the growth stage of its trend life cycle.
GLOBALDATA

8. THE POWER OF FRESH PREPARED
58% of $24 Billion in Deli Sales are attributed to Fresh Prepared (Nielsen).
96% purchase deli/fresh prepared foods once a year while 12% visit regularly (Nielsen).
56% of Millennials want more prepared foods in supermarkets (PMA).
48% of food consumers who order at restaurants eat on site.
blogs.technomic.com/dine-in-takeout-or-delivery/
Restaurants with drive-thrus do 70% their business at the window,
while those without drive-thrus generally see a 50% split between on-premise
and to-go orders.
(2016)
Power_of_Fresh_Prepared_Deli_2016_COMPRESSED.pdf Nielsen/FMI

9. THE POWER OF FRESH PREPARED
(2016)
blogs.technomic.com/dine-in-takeout-or-delivery/

10. THE POWER OF FRESH PREPARED
The National Restaurant Association (NRA) research shows that 33% of consumers say that purchasing restaurant takeout is an essential part of their lifestyle. In addition, 46% of adults – and 61 percent of millennials – say an important factor in choosing a table service restaurant is the availability of takeout or delivery options .
Key consumer of Fresh Prepared visit grocery Store LESS often. Nielsen/FMI
28% say that eating out on a weekday is usually a last-minute decision versus 18% say it is commonly planned in advance. Nielsen/FMI
Few shoppers see deli/fresh prepared as an important driver in a primary store choice, unlike meat and produce. As such, most retailers have room to position deli/fresh prepared as a key differentiating factor as they are shifting their focus to the perimeter. Nielsen/FMI
(2016)
Power_of_Fresh_Prepared_Deli_2016_COMPRESSED.pdf Nielsen/FMI

11. AT HOME MEETS AWAY FROM HOME
(2016)

12. FOODSERVICE SEGMENT PERFORMANCE
(2016)
RESTAURANT.ORG/SHOW NRASHOW

13. SUPERMARKETS FOODSERVICE PERCEPTIONS
98% CHICKEN
Due to Multi-response
does not add to 100%.
(2016)
RESTAURANT.ORG/SHOW NRASHOW

14. SUPERMARKETS FOODSERVICE VARIETY WANTED
CHICKEN
NOW 12%
(2016)
RESTAURANT.ORG/SHOW NRASHOW

15. MEAL KIT SUBSCRIPTIONS
(2016)
RESTAURANT.ORG/SHOW NRASHOW

16. Consumers would consider using these options in the future.
MEAL DELIVERY OPTIONS
Consumers would consider using these options in the future.
(2016)
RESTAURANT.ORG/SHOW NRASHOW

17. GROCERANT
The concept of blending a restaurant experience with the grocery experience has been around for decades, according to self-described “supermarket guru” and food service analyst Phil Lempert. But the changing perspectives millennials and generation Z-ers have toward food and shopping are pushing more supermarkets to make their stores feel more like experiential food destinations than mere shopping markets.
Revenue for prepared food service at supermarkets grew an average of 10 percent a year from 2005 to 2015, according to Technomic Inc., a research and consulting firm. And when dining out, more consumers are choosing their local grocery stores over traditional fast food and restaurants.

18. GROCERANT
Whole Foods already has 30 full-service restaurants with wait staff and
250 quick-service concepts, with plans to open more.
“The line between retail foodservice and restaurants will continue to blur.”
Grocery stores are not (yet) top of mind as restaurant equivalents. Lack of image and reputation as a viable restaurant alternative is a major hurdle for grocery operators, despite encouraging meal and cooking trends. Even though 96 percent of shoppers purchase deli/fresh prepared during the year, only 12 percent of shoppers regularly visit the deli when deciding not to cook dinner and flock to various types of restaurants instead. In contrast, 34 percent of shoppers describe their deli visits as “hardly ever” when deciding not to cook.
Power_of_Fresh_Prepared_Deli_2016_COMPRESSED.pdf Nielsen/FMI

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