Dive Brief:

• FreshDirect reported a 46% increase in year-over-year sales during the back-to-school week, according to a press release. 
• Products that saw the most increase in sales were tortillas, specialty frozen pizzas and on-the-go food like burritos, with sales up 100%; health options like ground turkey and plant-based foods, which saw sales increase 80%; and the company’s in-house prepared kitchen appetizers, which ticked up 300%. 
• The online grocer noted it has also enhanced its meal solutions each week of the back to school season. Items include "meal hacks" like rotisserie chicken 4 ways, 10-minute meals and other product selections like ramen kits, veggie bowls and wraps.

Dive Insight:

FreshDirect's recent sales report indicates that consumers are looking for easy meal solutions during back-to-school season. The retailer said the results also indicate what shopping habits will look like during the fall season as consumers continue to rely on grocery stores for their meal needs.

In particular, parents are facing the new reality of feeding kids who are doing at-home remote learning. Many office workers also remain homebound, meaning shoppers are looking for quick solutions that they can safely purchase and consume at home.

FreshDirect said it has increased its selection of prepared meals over the past few weeks. This includes sandwiches and wraps, complete meals and value-added sides that cover a range of preparation needs. There are also bundled themed meals like a Mediterranean platter with pita bread, kofta sticks and deli sides. 

Other retailers across the industry have tapped into the demand for meal solutions during the pandemic. The Giant Company introduced Cook-In-Bag meals with seasoned seafood or meat inside oven-ready bags, while Giant Eagle launched a new line of meal kits. Meal kit companies like Blue Apron and Hello Fresh have seen sales surge. 

A back-to-school sales boost could lead to a temporary resurgence in online grocery shopping across the industry. The latest monthly survey from Brick Meets Click and Mercatus shows that e-commerce sales dropped 20% between June and August.