WEEKLY ROUNDUP

FMCG
September 17, 2021

Today, we take a look at how Waitrose are looking to get in on the online grocery game, about the growth of the Grocery and Food market and about the newest TV advertisement from a well-known north London brewery

By 2022, the Grocery and Food market will see substantial growth

The food and grocery market in the UK are set to grow by 10% “ or by £19.1 billion to £211 billion (wow) “ between 2019 and 2022, with the pandemic being responsible for accelerating change within the industry. This is according to a new report from IGD which examines the potential impact of COVID-19 on the overall market during the next three years, with a breakdown of expected implications and performance on individual channels. As widely reported, the pandemic has accelerated the shift to online purchases, with IGD expecting the channel to retain the loyalty of new shoppers in the longer term. However, discount is predicted to become the fastest-growing channel in 2021 and 2022 as shoppers look to economise due to rising unemployment.

Waitrose gets involved in the online shopping game

The new study by Waitrose has found that one in four people are now shopping online for groceries at least once a week “ double the amount seen in 2019. Whilst the coronavirus lockdown has been the catalyst behind the shift, the supermarket suggests this change in buying behaviour is now 'irreversible'. The How Britain Shops Online report from Waitrose also found that 77% of people now do at least some of their grocery shopping online, compared to 61% a year ago. The study highlights that the most marked increase in online grocery shopping is within the over-55 age group, where regular online shoppers have nearly trebled from 8% in 2019 to 23% this year. This will come as interesting to Tesco and Amazon as it looks like, yet another competitor will be trying to muscle in on the online groceries market. Waitrose will have to keep their wits about them and cancel the delivery charge as Tesco had to do (I'm betting this will be the subject of a future article...)

Camden Town Brewery in free beer giveaway!

Camden Town Brewery's new TV advert features QR codes that customers can scan to get a free beer “ nice touch! The craft beer company continued marketing during lockdown and now, as lockdown rules ease, it is launching the first 'drinkable' TV campaign with the aim of increasing the reach of its activity and boosting trial of its beers.

The brand focused more on return on investment than before, coming up with ideas it knew would garner headlines and earned media. This included rebranding its Camden Hells lager to Camden Heroes to support NHS workers, with the proceeds of every can donated to healthcare charities and NHS staff about to order a free six-pack of the beer. The advertisement itself reminds me of a Robot Chicken sketch and the voice acting, music cues and comedic timing are all very good (and very wacky). So, scan up and win yourselves some free beer!

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