covid-19 and new modern convenience - hartman group

COVID-19 and New Modern ConvenienceAugust 2020

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© 2020 THE HARTMAN GROUP, INC. 2

Easy

outsourced preparation,low touch

Quick

minimal time,low commitment

Accessible

easy to find, readily available

no work

replaces cooking

heat n’ serve

complete solution

quick-stop retail

mainstream channel

Traditional notions of convenience, defined in terms of easy, quick, and accessible, were about helping the consumer

by taking away the thought, time, and physical energy needed to procure and prepare food.

Traditionally, convenience spoke to ease, speed, and accessibility but often required compromise in quality or choice

COVID-19 AND NEW MODERN CONVENIENCE | © 2020 THE HARTMAN GROUP, INC. 2

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Over time, the desire for quick and easy has increasingly been matched by an unwillingness to sacrifice in other areas

Convenience continues to be a key grocery

shopping need. But consumers’ ideas of what

convenience means have matured:

• The desire for ease, speed and accessibility is

increasingly matched by an unwillingness to

sacrifice flexibility in choice, a positive

experience, and personal needs.

• With more products and retailers catering to

the demands of this new convenience—from

prepared foods to meal kits to click & collect

services and online delivery—consumers can

factor these into their shopping habits.

The New Convenience

Quick & Easy

3

Customization

Experience

Flexibility

COVID-19 AND NEW MODERN CONVENIENCE | © 2020 THE HARTMAN GROUP, INC.

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Convenience has shifted toward ways of avoiding friction while maintaining a stronger connection to the food

New Convenience

Eating better, in alignment with one’s interests and aspirations, despite modern challenges

Deepening connections to food, not just making it easier to access

E a s youtsourced preparation ● low touch

no work

replaces cooking

Q u i c kminimal time ● low commitment

heat n’ serve

complete solution

A c c e s s i b l eeasy to find ● readily available

quick-stop retail

mainstream grocery channel

Traditional Convenience

Resolving the stress and busyness of life and its effect on meal prep (still applicable & important)

The original objective of convenience was about providing a solution to the idealized dinner

E m p o w e r i n gknowledge ● increased skill ● shortcuts

expert information to grow skill & interest

help with the hardest part of the recipe

E n g a g i n gcreativity ● discovery ● customization

components used as suggested or customized

exposure to alternative eating styles

novel ingredients, global cuisines

F l e x i b l efunctional ● well-designed ● occasion-specific

travels well

multiple sizes, scalable

package design aids in dispensing, combining, cleanupCOVID-19 AND NEW MODERN CONVENIENCE | © 2020 THE HARTMAN GROUP, INC.

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The fear of getting sick with COVID-19 is a collective concern that is creating a baseline need for protection. This focus on avoiding danger colors all aspects

of consumers’ decision making while new conditions also force them to address trade-offs of other emerging and ongoing needs around managing

resources, protecting overall wellness (including mental health), and supporting their households and communities.

The COVID-19 pandemic forces consumers to reevaluate existing concerns and new trade-offs—with implications for convenience

Securing my/our physical health in the short and long term• Integrating exercise and movement

• Caring for the health of self and others under immediate care

Working within means, availability, and access• Managing finite resources (time, money,

storage space, etc.) now, with a mind to the future

Maintaining emotional and mental well-being• Cultivating social connection

• Ensuring a routine (esp. for children)

• Focusing on: comfort, nostalgia, enjoyment, novelty

• Balancing motivation/energy with staying occupied/alleviating boredom

Being a supportive community member• Patronizing restaurants and other local

businesses

• Voting with dollars/spending consciously

• Taking action to support the most vulnerable

Consumer Trade-offs Beyond Baseline Need

Emerging considerations and priorities create new implications for the need for convenience, redefining modern expectations

BASELINE NEED:Protecting myself and my

family from immediate danger

(avoiding contracting COVID-19)

• Social distancing

• Staying in home/avoiding stores, etc.

• Working from home

• Protecting both self andothers (preventing spread,

flattening curve…)

5COVID-19 AND NEW MODERN CONVENIENCE | © 2020 THE HARTMAN GROUP, INC.

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The pandemic is causing elements of “modern” convenience to take on new meaning and relevance in line with shifting needs

Ea sy

Q u i c k

A c c e s s i b l e

Traditional Convenience(still applicable & important)

E m p o w e r i n g N o wknowledgeable ● self-reliant ● resilient

• provide a sense of control

• support development of self-reliant skills in sourcing/prep/etc.

• enable capacity to withstand or recover from existing and emerging pressures

E n g a g i n g N o wstimulating ● purposeful ● intentional

• support mental and emotional balance

• aid with mental stimulation

• align with consumer values around connection

F l e x i b l e N o wfunctional ● versatile ● reliable

• use across many occasions/dishes

• adapt to emerging conditions

• provide reliable accessibility, quality, and taste

1

2

3

Redefining Modern Convenienceemboldening consumers to be more proactive—

less reactive—to changing conditions

E m p o w e r i n g● knowledge

● increased skill

● shortcuts

E n g a g i n g● creativity

● discovery

● customization

F l ex i b l e● functional

● well-designed

● occasion-specific

New Convenience


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E m p o w e r i n g N o w

knowledgeable ● self-reliant ● resilient

• Provide a sense of control and accomplishment

• Support development of self-reliant skills in sourcing, food preparation, or other areas

• Enable capacity to withstand or recover quickly from existing and emerging pressures

Driven by:

• Consumers’ aim to focus on things they can control in uncertain times

• A new urgency for economic, physical, and mental resilience as individual and collective well-being is severely at risk

• Renewed attention to the need for and possibilities of individual action

New definitions and nuances of empowering convenience prioritize consumers’ role in caring for self and others

“I learned how to grow stuff without any experience… I think it's important

for people to grow something from time to time, just so that they

can respect it more so that it's more of a symbiotic relationship rather than

an abusive one.”

– Female, 40, Seattle

Market Examples

The AeroGarden allows consumers to grow their own food indoors. Easy access to fresh herbs enables them to add brightness and flavor to every meal, without a special trip to the store.

Compared to before the pandemic…

of consumers are doing more cooking at home1

are learning more new cooking techniques1

As cooking has increased, so has the desire for culinary assistance, which consumers say is important on 24% of occasions (+3pts from 2019)2

Sources: 1) THG Functional Food & Beverages and Supplements 2020. C6. Thinking still about this year’s coronavirus/COVID-19 situation, how has it changed, if at all, what you are doing with the following? (n=2,347) ; 2) THG Eating Occasions Database Spring 2020 (n=4,633 adult eating occasions) & Spring 2019 (n=5,187 adult eating occasions). Statistically significant differences between Spring 2020 and Spring 2019 are reported at the 95% Confidence Level.

66%

33%Kid-focused meal kit Kidstir helps parents teach cooking skills and expand palates in a time when they’re faced with additional educational duties


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Shifting meanings of engaging convenience emphasize purpose-driven purchases

E n g a g i n g N o w

stimulating ● purposeful ● intentional

• Support mental and emotional balance

• Aid with mental stimulation and replace speed as a priority when schedules are less rigid

• Align with consumer priorities around community connection

Driven by:

• Shifting definitions of value that emphasize experience, including both enjoyment and connection to personal values and ethics1

• Desire for new forms of entertainment and staying occupied

• Concern about protecting essential workers, caring for vulnerable populations, and supporting local businesses

• Demand for visible action—not just lip service—around connecting and caring for communities.

“Fields Good Chicken emailed a note. I was so touched to see that they are

providing free food to people on the front lines—and at a time when they are no

doubt losing money. This crisis is bringing out the best in some people and some

companies.”

– Female, 41, New York City

The sourdough boom reflected a desire for cooking that prioritized purposeful engagement with food over speed. Cultures for Health offers packaged sourdough starters to help get the process going.

Since the COVID-19 outbreak…

of consumers say they’d like to hear what companies are doing to keep their employees healthy2

want to know what companies are doing for their local communities2

and…

of eating occasions are motivated by boredom (+3 pts)3

57%

35%

Sources: 1) For an in-depth discussion of shifts in the meaning of value during COVID-19, see THG Value in the Time of COVID-19, July 2020 ; 2) THG Functional Food & Beverages and Supplements 2020. C9. Since the recent outbreak of coronavirus/COVID-19, what, if anything, would you like to hear about from the food and beverage companies whose products you buy to increase your confidence in their products? (n=2,220); 3) THG Eating Occasions Database Spring 2020 (n=4,633 adult eating occasions) & Spring 2019 (n=5,187 adult eating occasions). Statistically significant differences between Spring 2020 and Spring 2019 are reported at the 95% Confidence Level.

7%

Seattle chef Eric Rivera’s restaurant addo’sdiverse offerings include addo for the people, a meal donation program where diners can add on a package of meals for those in need to their order of takeout, interactive meal kits, or pantry items, simultaneously supporting community members and a local business.

Market Examples


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Flexible convenience in a pandemic context allows consumers to create adaptable pantries and versatile food solutions

F l ex i b l e N o w

functional ● versatile ● reliable

• Useful across many occasions/dishes

• Adaptable to emerging conditions

• Reliable accessibility, quality, and taste

Driven by:

• Need for ease of use under stressful conditions and shifting routines

• Behaviors around long-term storage and preparation that require versatile solutions

• Struggles with “quarantine pantries” composed mainly of non-fresh ingredients and quick sub-outs (for out of stock ingredients)

“Frozen veggies are a must because they help me to create healthy meals combined

with grains or legumes… and they last a long time… in case there is a food

shortage or I’m unable to get to the grocery store for fresh veggies.”

– Female, 41, New York City

Frozen vegetables can be kept on hand to replace fresh when a trip to the store is out of the question. Pre-mixed blends of healthy, whole food ingredients—like this Organic Hearty Blend from Cascadian Farm Organic—ensures a balanced meal in short order.

Shelf-stable pouches of beans from A Dozen Cousins come in a variety of authentic, global flavors and can be stored in the pantry for easy use as a quick side dish or a base for a nutritious, one-pot meal.

During the pandemic…

of consumers report having more frozen meat on hand than usual1

of those consumers do so because frozen meat won’t spoil as quickly as fresh1

and…

of eating occasions involve items purchased when really stocking the pantry (+5% pts from Spring 2019)2

36%

58%

41%

Sources: 1) FMI & The Hartman Group. U.S. Grocery Shopper Trends COVID-19 Tracker. May 28 – June 7, 2020 Base(n=1,035 U.S. adults); 2) THG Eating Occasions Database Spring 2020 (n=4,633 adult eating occasions) & Spring 2019 (n=5,187 adult eating occasions). Statistically significant differences between Spring 2020 and Spring 2019 are reported at the 95% Confidence Level.

Market Examples


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While some of these shifts are specific to the pandemic, others will have lasting effects

Empowering:

The current desire for resilience straddles both health and wellness and financial stability. Even as immediate threats in these areas become less acute, consumers will still be looking for ways to maintain resilience so they can face any challenges that come their way in the future.

While the desire for a sense of control and accomplishment will likely fade as a sense of normalcy and security returns, consumers have gained new skills during the pandemic in areas like cooking and avoiding food waste. These skills will remain available to them going forward, and consumers will continue to employ them in their daily lives even as they begin reintegrating outsourced food preparation to a greater extent. This will lead to more opportunities for hybrid food prep, where certain aspects of a meal are outsourced but the consumer can customize them to their specific needs.


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Engaging:

During the pandemic, new ways of engaging with food and eating have become prevalent as means to replace the experiential eating occasions that consumers previously pursued outside their homes. This is reflective of the shifting definitions of value discussed in detail in The Hartman Group’s Value in the Time of COVID-19 white paper. As the food service industry rethinks the experiences it provides, it will need to integrate the priorities currently associated with engagement: stimulation, purpose, and intention.

In particular, the focus on social issues and the food system is only getting sharper, and consumers are demanding genuine, systemic commitment by food companies and institutions.


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Flexible:

While consumers will still prioritize shopping and eating “smart”—in ways that provide them functional and affordable solutions suited to their personal needs—the specific shifts toward stocking up on shelf-stable and frozen items have already begun to slow and will abate further once the immediate threats have subsided.

However, after having experienced a global crisis firsthand, consumers are much more likely to ensure that they always have an emergency stash of long-lasting, versatile items on hand.


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ABOUT THE HARTMAN GROUP

The Hartman Group is the premier food and beverage consultancy. Our

mission is to translate consumer behavior and food culture into strategic

growth opportunities for our clients.

Since 1989, The Hartman Group’s anthropologists, social scientists, and

business analysts have been immersed in the study of American food and

beverage culture, using ethnographic observation, quantitative tracking

surveys, and deep study of trends. What we have learned and continue to

uncover allows us to upend many notions of our traditional American eating

and drinking patterns, thereby identifying unique opportunities and winning

strategies for our clients.

hartman-group.com

3150 RICHARDS ROAD, STE 200 BELLEVUE, WA 98005

TEL (425) 452 0818 FAX (425) 452 9092

https://www.hartman-group.com/

covid-19 and new modern convenience - hartman group

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