2022-09-13-麦肯锡-2022年北美杂货零售报告_89页_8mb

Summary of "Navigating the market headwinds: The state of grocery retail 2022"

Core Content

This report provides an in-depth analysis of the North American grocery retail landscape in 2022, highlighting the challenges and opportunities that grocers face in a rapidly evolving market. It outlines key trends, including shifting consumer behavior, supply chain issues, labor market changes, inflation, and the growing importance of sustainability, technology, and ecosystem expansion.

Main Trends and Key Points

1. Rise of the Value-Conscious, Healthier-Eating Consumer

• Consumers are increasingly focused on finding the best value due to high grocery inflation (highest in 10 years) and pandemic-related financial uncertainty.
• 90% of CEOs expect continued pricing pressure from consumers in 2022.
• 45% of consumers plan to explore more ways to save money, and 40% expect to increase their focus on healthy eating and nutrition.
• Preferences include regional/local goods, high-protein options, and products free from artificial or environmentally hazardous ingredients.
• Millennials and Gen Z are more likely to prioritize value and health due to ongoing financial instability.

2. Elevated Consumer Expectations for Omnichannel

• Online and delivery orders increased by about 50% during the pandemic and are expected to grow further in 2022.
• Consumers seek a consistent value proposition across both online and in-store channels, including similar assortments, pricing, and promotions.
• User experience on apps is becoming more critical, with investments in e-commerce and partnerships with tech firms (e.g., Albertsons with Google) to enhance it.
• Loyalty and personalization are key, with grocers expanding personalized promotions and product recommendations.
• Scan-and-go commerce is changing how consumers interact with grocers in stores and through apps.
• Omnichannel shoppers spend 2–4 times more than in-store customers, pushing grocers to focus on omnichannel excellence.

3. Increased Emphasis on Sustainability

• Consumers are more aware of the environmental and social impact of their purchasing choices.
• Sustainability is becoming a key differentiator, with grocers expected to place greater emphasis on it across all aspects of their business (e.g., packaging, supply chain).
• Many retailers are reevaluating operations and ESG strategies to improve resilience and reduce their carbon footprint.
• Examples include Kroger’s goal to end hunger and eliminate waste by 2025, and Albertsons’ commitment to 100% recyclable or compostable packaging by 2025.
• Scope 3 emissions (from vendors and supply chains) are a growing concern, prompting a shift toward sustainable practices.

4. Strategic Workforce Planning and Tech Investment

• Automation and AI are transforming retail, with 54% of current retail work activities potentially automatable.
• Grocers are investing heavily in automation, including self-checkout, image technology for in-stock checks, and automated warehouse picking.
• Workforce challenges include absenteeism, attrition, and demands for flexible scheduling.
• Companies are reskilling employees through education and training programs:
  • Kroger offers up to $21,000 in tuition reimbursement.
  • Giant Food Stores provides a $1,000 scholarship and $5,250 annual tuition reimbursement.
  • Publix offers varying levels of tuition support, up to $16,000 for four-year colleges.
  • Walmart invested $5 billion in upskilling, including the Live Better U program and Walmart Academy, which trained 95,000 associates in FY 2021.
  • Amazon provides free education through its Career Choice program, targeting over 300,000 employees.

5. Growing Importance of Ecosystems and Partnerships

• The grocery ecosystem is expanding, with new partnerships and entrants challenging traditional models.
• Grocers are increasing capital spending (1.3x historical levels) to keep pace with these changes.
• Investments in technology and analytics are expected to disrupt the food system further.
• Grocers are focusing on creating seamless, personalized experiences to attract and retain customers.

Key Information

• Market Uncertainty: Grocers are facing pressure from inflation, supply chain disruptions, and shifting consumer expectations.
• Consumer Behavior: Consumers are shopping less frequently, preferring one-stop shops and online grocery services.
• E-commerce Growth: Online and delivery orders have grown significantly, with a continued shift toward omnichannel integration.
• Sustainability: Socially conscious consumers are driving demand for sustainable products and practices, with grocers setting ambitious ESG goals.
• Workforce Transformation: Grocers are investing in reskilling and automation to adapt to labor shortages and evolving roles.
• Capital Investment: Grocers are increasing capital spending to modernize operations and respond to market changes.

Conclusion

In 2022, grocers must navigate a complex landscape defined by shifting consumer preferences, supply chain resilience, labor challenges, and sustainability demands. The report emphasizes the need for strategic investments in technology, analytics, and workforce development, as well as a commitment to omnichannel integration and ESG initiatives, to remain competitive and profitable in the long term.