The next Beyond Meat or RxBar may not gain a following by selling through traditional grocery. Instead, it's more likely than ever to go direct-to-consumers, via its own website.

However, there’s another side to this. The pickup and delivery apps (Instacart and the like) are likely to outperform as they capture the high-margin consumer brand marketing dollars, but without the physical retail infrastructure. Building your own distribution via DTC marketing and relationships also gets more important, with Facebook and Shopify... See more

Newer/smaller brands will start shifting more efforts to alternative ways of getting in front of new customers; samples bundled into food delivery boxes, “Spend $50 and get a free sample of [whatever new product]!” partnership type stuff.