Online Grocery Shopping Patterns

Introduction 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 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. Reasons to Purchase 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.

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