Following the two massive stock-up weeks in mid-March, trip frequency fell while the basket size rose. Even though spending has been highly elevated, trips remained right around last year’s levels for the subsequent five months as shoppers focused on one trip, one store for their weekly needs. Wave 17 of the IRI COVID-19 shopper impact survey, conducted between August 7 and 9, reveals there are finally some signs of easing for the stock-up trip behavior. Down from 41% in early July, 34% of shoppers say they remain focused on making fewer, larger groceries trips to minimize in-store visits. And down from 30%, now only 25% are stocking up on pantry staples/essentials more than usual. These changes go hand-in-hand with concerns over COVID-19 easing a bit, although 57% of the population remain extremely concerned down from a high of 60% in late June. New COVID-19 cases are moderating in most parts of the country.
Meanwhile, more districts have firmed up back-to-school plans. The percentage of parents who say their children will follow online, at-home education reached yet another high during wave 17 of the IRI survey. Nearly 60% of parents with children ages six to 12 reported their children will follow at-home education only, with an additional 17% reporting the kids will follow a hybrid online and in-person format. Among parents with students ages 13 to 17, 52% reported their children will partake in virtual education only, with an additional 20% in the hybrid system. This is likely to affect trend lines of items popular for the breakfast, snack and lunch occasions.