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Top-up delivery stable at Convenience thanks to snacks and indulgence

Top-up delivery stable at Convenience thanks to snacks and indulgence
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Kiran Paul
By Kiran PaulApr 09, 2023
Kiran Paul
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Top-up deliveries have remained stable at 35 per cent in 2022 in the convenience channel, compared to the previous year, a new report has found.

According to the Convenience Delivery report by the market researcher Lumina Intelligence, indulgence or snacks drive top-up delivery missions, with a share of 45 per cent and 30 per cent, respectively.

Both are more common for deliveries compared to in-store purchasing. Online display and health are key overtrades for important purchase factors versus in-store, with optimising the online experience and pushing health advertising becoming major factors to win sales.

Food to go and promotions are key to delivered meal occasions, the report notes. Delivered meal occasions remained stable in the 52-week period ending on 11 December 2022 compared to the previous year as shoppers continue to trade down from out of home occasions to manage spend.

The report showed that the choice of food to go, fresh produce, and promotions are all more important for delivered meal occasions compared to in-store. Offering promotions on a range of ready meals is one way to win, it suggests.

According to the report, shoppers mainly order meal occasions via delivery for indulgence (39%) and for adult lunches (19%), and offering confectionery or sandwiches on delivery platforms can target these shoppers.

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