Category
Business
Assisted Conversion
Trend cluster
Category
Virtual
Grocery
Supermarkets are offering digital entertainment to connect with consumers.
2.4
Trend score
Trend
What is the Virtual Grocery trend?
Virtual Grocery: In an effort to offer families ways to elevate boredom during the COVID-19 quarantine, supermarkets are offering virtual, family-centric events like live-streamed music, at-home coloring activities, and cooking lessons. These activities are free to use and offer consumers opportunities to spend time together.
Insight
The consumer insight behind the Virtual Grocery trend
In the era of social distancing, many families have been forced to forgo their usual routines of going to work, running errands, and entertainment habits. As a result, consumers are looking for ways to combat house-bound boredom while spending time with their families. They are looking to brands to provide virtual opportunities for engagement and entertainment to temporarily ease their minds from other concerns.
Trend themes
Themes within the Virtual Grocery trend
Three behaviours holding the trend together01
Virtual Family-Centric Events
Supermarkets are offering virtual, family-centric events like live-streamed music, at-home coloring activities, and cooking lessons in response to the COVID-19 pandemic.
02
Bilingual Multimedia Platforms
Hispanic grocery retailers are creating bilingual multimedia platforms to keep families safely entertained while at home during the COVID-19 pandemic.
03
Virtual At-Home Activities
Grocery retailers are debuting a range of virtual at-home activities including cooking classes, wine tastings, and mixology sessions to keep customers engaged during the COVID-19 pandemic.
Industry implications
What the Virtual Grocery trend means for industry
Where the trend changes the playbookFor
Digital Entertainment
Business professionals in the digital entertainment industry can reference the trend of virtual family-centric events in supermarkets to create their own family-friendly digital experiences.
For
Multicultural Marketing
Business professionals in multicultural marketing can reference the trend of bilingual multimedia platforms in Hispanic grocery retailers to expand their brand's reach and engagement with diverse audiences.
For
Virtual Events
Business professionals in event planning and marketing can reference the trend of virtual at-home activities in grocery retailers to create their own engaging virtual events for customers.
Workshop question
How can your brand use technology to connect with consumers during times of crisis and uncertainty?
Trend signals
Trend signals for Virtual Grocery
Trend score 2.4 out of 10, from popularity 35%, activity 29%, freshness 9%.
Popularity35%
Activity29%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Virtual Grocery trend
4 featured examples from May 2 to May 5, 2020CategorySocial Good
Supermarket At-Home Events
Jungle Jim Debuted 'Events at The Jungle' to Keep Consumers Engaged
Supermarkets can explore virtual events as a way to engage with customers and showcase their expertise in various areas such as food and nutrition.
CategoryMarketing
Grocery-Branded Virtual Events
Supermarket Chain Kroger Debuted Weekly Stay-At-Home Online Events
Retailers can use virtual events and experiences to engage with consumers and promote a sense of community with their brand.
CategorySocial Good
Grocery-Branded Social Distancing Events
Northgate Market Launched the 'Stay at Home Solutions'
The grocery retail industry can leverage bilingual multimedia platforms and exclusive partnerships to provide value-added services to families and differentiate themselves from co…
CategoryMarketing
Grocery-Branded Isolation Activites
Marianaos Debuted Virtual Events to Keep Customers Entertained
Grocery retailers can leverage virtual events and at-home activities to provide additional value to their customers and differentiate themselves in a competitive market.
