Online Grocery Shopping Patterns
Datamonitor, August 2008, Pages: 37
The online grocery market is experiencing rapid growth due to growing Internet penetration, entry of new players, and the realization amongst time-pressured consumers of the convenience of online purchasing. Despite this potential, the market is however characterized by challenges including gaining consumer loyalty and trust and the development of compelling, easy-to-use online platforms.
Scope
- Detailed quantitative analysis of the market for online grocery provision, including value sales overall, per capita, and by CPG category.
- Qualitative examination of the who, when and why of online grocery purchasing, and the challenges that persist in growing the consumer base.
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report.
- Covering nine core countries across Europe, North America and Australasia; France, Germany, Italy, Netherlands, Spain, Sweden, UK, US and Australia.
Highlights of this title
Consumers are clearly increasing their spend on groceries online, although the market is more developed and diversified in Europe (and particularly the UK) than the US. Food accounts for the bulk of online grocery, with the US market being particularly food focused with sales (53% of total online sales compared to 43% in Europe).
Grocery shopping is a task that many consumers are likely to perceive more as a time-intensive chore than something they enjoy and consequently are eager to seek efficiencies in its conduct. Time-saving features such as ease of website functionality and save-able shopping lists are increasingly essential in creating a compelling online offering.
Consumers purchase decisions are increasingly driven by the need to satisfy their particular sensory or experiential needs. This fact poses a particular challenge to online retail, especially in the grocery market, as appearance, touch, smell and related attributes are impossible to convey in the detached online medium.
Key reasons to purchase this title
- Understand the key issues affecting the market for online grocery shopping.
- Access detailed quantitative and insightful qualitative data aggregating the most compelling and recent research in this timely and important topic.
- Improve your marketing within online grocery by following best-practice guidelines for more effective on-trend targeting and relevant communications.
Overview 1
Catalyst 1
Summary 1
THE FUTURE DECODED 5
Introduction 5
TREND: Consumers are spending more on groceries and food online 5
TREND: Online grocery shopping development varies by country 12
INSIGHT: Convenience is the key attraction for time-pressured consumers to shop online 14
INSIGHT: Limitations in sensory testing are potential inhibitors to growth 19
INSIGHT: Age, gender and income impact on the frequency of online spending 22
ACTION POINTS 28
ACTION: Push convenience to the front of your online offer 28
ACTION: Gain customer e-loyalty by building a reputation for reliability and security of payment 30
ACTION: Make customization features central to your consumer-facing online infrastructure 31
ACTION: Ensure consistency between online and store branding 33
ACTION: Address the issues of freshness and trust in home-delivered food quality 33
APPENDIX 36
Definitions 36
Methodology 36
Further reading and references 36
Ask the analyst 37
TABLE OF TABLES
Table 1: Overall and per capita online grocery market, Europe, US and Australia, 2002-2012, (US$ m) 7
Table 2: Overall online grocery market, by category, Europe, US and Australia, 2002-2012, (US$m) 9
Table 3: The number of broadband Internet subscribers in Europe, US and Australia (millions) 2002-2012 11
TABLE OF FIGURES
Figure 1: Convenience and lower prices are the leading considerations for consumers when shopping online (% of online shoppers), UK, 2006 15
Figure 2: Tesco Direct allows consumers to select a two hour delivery slot while they shop allowing them freedom to browse at their convenience 16
Figure 3: Websites that educate consumers on how to shop online will be held in high regard 17
Figure 4: Creating an online shopping list provides consumers with a number of time saving benefits 18
Figure 5: Online spending by socio-economic group (per head US$ and share of total%) 2006 26
Figure 6: Amazon’s Fresh Pre-Dawn delivery exemplifies the idea of offering convenient, value-added services to engender consumer loyalty 29
Figure 7: Case Study: FreshDirect successfully addresses the demand for fresh produce provision via a convenient online ordering system 35
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