We were fortunate to be joined on the BFFF Business Conference by Duncan Cross, Category Director of Frozen at Asda.
He highlighted that pre-Pandemic online accounted for 20% of their grocery sales – this has now jumped to 33% with some categories even hitting 40%.
The growth in their online has been amazing. In February 2020 they did 600,000 orders per week and now are nearing 1 million with plans to take this to 1.5 million in the near term.
This has meant that Asda have had to re-engineer product flows and picking operations to drive efficiency and cost.
This new Asda shopper online is more affluent than a store shopper and buys more brands plus premium own labels.
Asda are number two online to volume but number three on value having just lost the number two position to Sainsbury’s.
Duncan shared some good insight on how vendors need to ensure their resource reflects the role that online now plays in the Asda sales mix.
The presentation from this year’s Frozen Food Business Conference will be made available to all attendees. If you were not able to purchase a ticket, please contact Siobhan O’Callaghan.