Four themes for the grocery market in 2021

This article addresses the themes, identified by Kantar, that will be driving the fast-moving consumer goods market in the year ahead.

The pandemic and lockdown have been “pretty much the single biggest shock” the grocery industry has ever seen, bringing dramatic, overnight change, according to Kantar’s Matt Botham. He reeled off the figures to support this contention: 

  • the take-home grocery market is growing at 12% year on year (as of September 2020);
  • shopping trip frequency has seen a 10% drop; and
  • there’s been a 24% increase in the amount spent per trip.

“Whichever way you cut the data it’s extraordinary,” he said in a Kantar Talks webinar (September 2020). “We reckon the grocery market at the end of the year is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands