NSRGY - Evercore eyes pandemic winners in food companies' trial-and-repeat process

An Evercore ISI panel has dug into food companies' approach of relying on "trial and repeat" to win loyalty - and generate sustainable organic growth - in the COVID-19 crisis. That promotion-focused approach created hot competition for food makers across six battleground categories, the firm says, and it's zoomed in on two metrics in particular to evaluate: household penetration (to see if more consumers tried the products during the pandemic) and repeat buy rate (to see if those trials led to loyalty). The six categories the firm examined are Cereal, Chocolate Candy, Cookies, Frozen Meals, Frozen Vegetables and Ready-to-Serve Soup. And while the pandemic saw a rapid shift toward digital marketing mix and e-commerce, Evercore is looking at all-channel purchases to form a fuller picture. And looking across all categories, it says General Mills ([[GIS]], cereal), Hershey ([[HSY]], chocolate) and Campbell ([[CPB]], ready-to-eat soup) were standouts across both its measures.

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Evercore eyes pandemic winners in food companies' trial-and-repeat process