In 2021, online’s share of grocery sales plateaued at 10.3%, up 3.9 percentage points (%pts) on pre-pandemic levels (2019) according to an AHDB analysis. However, its growth is predicted to accelerate with share hitting 11.2% in 2027, accounting for £1 in every £9 spent on grocery (IGD, UK Channel Forecasts, June 2022). This will be driven by channel innovation, new fulfilment capacity, expansion of rapid delivery services and an appeal among budget conscious consumers. 72% of shoppers buy groceries online because they find it easier to control their spending (AHDB, Online Meat Shopper Journey, 2019), resonating with the current cost of living crisis.
Sales of MFP online have been boosted by the increase in shopper numbers with volumes up 57% compared to pre-pandemic (Kantar, 12 we 17 April 2022). However, MFPs growth online is slowing faster than total grocery and as yet some MFP categories do not achieve their fair share of the online market. Fish, pork and added value have done particularly well online versus pre-pandemic, with promotional support boosting these categories. As shopping online naturally means shoppers can’t interact with products (56% claim they find it hard to buy meat online because they can’t see it according to AHDBs latest research), higher priced proteins and cuts, like lamb roasting and beef marinades, under perform online.
Therefore, for meat to reach its full potential online the category needs to better engage shoppers through improving the shopper experience.
