# Virtual Grocery Supermarkets are offering digital entertainment to connect with consumers. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published May 5, 2020 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/virtual-grocery ## Key Figures - Trend score: 2.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 2 to May 5, 2020 - Published: May 5, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Virtual Grocery trend ### 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. ### Bilingual Multimedia Platforms Hispanic grocery retailers are creating bilingual multimedia platforms to keep families safely entertained while at home during the COVID-19 pandemic. ### 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. ## What the Virtual Grocery trend means for industry ### For 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 for Virtual Grocery Trend score 2.4 out of 10, from popularity 35%, activity 29%, freshness 9%. - Popularity: 35% - Activity: 29% - Freshness: 9% ## Examples of the Virtual Grocery trend 4 featured examples from May 2 to May 5, 2020. - [Supermarket At-Home Events](https://www.trendhunter.com/trends/events-at-the-jungle): Jungle Jim Debuted 'Events at The Jungle' to Keep Consumers Engaged (Category: Social Good) Implication: Supermarkets can explore virtual events as a way to engage with customers and showcase their expertise in various areas such as food and nutrition. - [Grocery-Branded Virtual Events](https://www.trendhunter.com/trends/supermarket-chain-kroger): Supermarket Chain Kroger Debuted Weekly Stay-At-Home Online Events (Category: Marketing) Implication: Retailers can use virtual events and experiences to engage with consumers and promote a sense of community with their brand. - [Grocery-Branded Social Distancing Events](https://www.trendhunter.com/trends/stay-at-home-solutions): Northgate Market Launched the 'Stay at Home Solutions' (Category: Social Good) Implication: The grocery retail industry can leverage bilingual multimedia platforms and exclusive partnerships to provide value-added services to families and differentiate themselves from co… - [Grocery-Branded Isolation Activites](https://www.trendhunter.com/trends/marianaos): Marianaos Debuted Virtual Events to Keep Customers Entertained (Category: Marketing) Implication: Grocery retailers can leverage virtual events and at-home activities to provide additional value to their customers and differentiate themselves in a competitive market. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)