2022 March Board Book

E-commerce: As expected, online sales increased during December with the rise of the Omicron variant reaching $8.9 billion. During 2021, more than 70% or 93 million US Households received at least one or more online orders. Order frequency is holding steady at 2.74 orders/month on average while the Ship-to-Home segment continues to lose share to the dominant Pickup segment while Delivery remains unchanged to prior month. Shopper repeat intent continues to climb, with 62.9% of monthly active users saying they’d order again. CMAB will continue to monitor and invest in e-commerce related business development activities into 2022.

Retail Consumer Promotions: We kicked off the year with our debut of Renew ● Reset ● Restore consumer promotion. This promotion ran end of December through end of January with digital-only touchpoints. It included a full set of brand-new smoothie and smoothie bowl recipes, featuring fluid milk, cottage cheese and yogurt. Through agency support from Deutsch and Ketchum, we included digital, social and PR overlays with a paid influencer component. We are currently pending performance reporting to determine if this will be repeat initiative.

Two Hispanic dairy promotions are the next activations in queue, with our Lenten season push starting early March and Tacos, Tequila, y Más (in partnership with the CA Beef Council and Gallo) running around Cinco de Mayo. Both are California based but serving different audiences.