About half of online shoppers plan to purchase grocery items more in the coming year, according to the 2018 U.S. Online Grocery Shopper Study by the Retail Feedback Group. The research found that these shoppers rate their overall satisfaction ordering food and grocery items online highest with Amazon, followed by Walmart, then supermarkets and food stores. The research also captured generational differences, finding Boomers are most satisfied with online grocery shopping, followed by Gen X and Millennials.
When comparing the current study findings to last year's results, RFG saw increased purchasing levels of fresh food items based on online grocery shoppers' indication of which supermarket type items they buy online. Year-over-year, significant increases were found in many of the fresh food departments such as produce, meat, and seafood. The survey also revealed that online grocery shoppers found their experience not only more efficient and convenient, but also more "enjoyable" and "pleasantly surprising" than an in-store visit, which according to RFG, should be a "wake-up call" for all brick-and-mortar retailers.
Notably, a quarter of shoppers identified meat as an item where quality fell short of their standards for quality and freshness. A vast majority of online shoppers, 81 percent, indicated that quality was the top factor they consider to be very important when purchasing meat online, followed by price (65 percent) and proper handling/refrigeration during delivery (53 percent). Customers who want to shop for meat in-store cited their reasons as wanting to choose meat items themselves and concerns over proper refrigeration during delivery.
Related: Online Grocery Sales to Quadruple; Consumers Seek Coupons for Online Grocery Shopping and Meal Kits.
from Specialty Food News https://ift.tt/2QqJfx2
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