Online Grocery Shopping Budgets
In the last year, half of consumers have started spending a larger portion of their grocery shopping budget online. A mere 13% have decreased spending.
The largest portion of shoppers (83%) spend $500 or less online on groceries each month.
Reasons for Shopping for Groceries Online
There are several factors that motivate shoppers to purchase grocery items online. It comes as no surprise that time savings tops the list. Avoiding impulse purchases and being able to easily access product information – including prices and product reviews – are also important factors.
Online Grocery Shopping Services Used
Online shoppers have many options for purchasing groceries. However, the majority – 78% – are using pickup or delivery service from a traditional grocery or big box store.
Of note, use of nearly all types of online grocery services (with the exception of exclusively online services) is up year-over-year.
Types of Grocery Products Purchased Online
Consumers purchase many types of grocery items online, with non-perishables, personal care items, and home care items topping the list. Notably, the portion of shoppers who have purchased each category online has increased significantly year-over-year.
These Shoppers Aren’t Loyal
Online grocery shoppers aren’t as loyal as one might like to think. Less than a third purchase the same products from the same brands each time they shop. 30% stick to their beloved brands – but will choose different products each time they shop.
Openness to New Products
Today, the vast majority – 91% – of online grocery shoppers are willing to purchase items they’ve never gotten before.
This might be by choice. Or, it could be out of necessity; 87% have experienced a desired grocery item being out of stock online.
Consumers Have a Growing Appetite for Online Grocery Shopping
Half of consumers have ramped up their online grocery spending this year. And increasingly, shoppers are willing to purchase a wide variety of grocery products from myriad online grocery services.
One key reason consumers shop for groceries online is the ease with which they can access product information (including pricing and ratings and reviews) and compare options. It’s essential to showcase this key information front and center.
Shoppers are Open to Unknown Items
It’s easy to assume consumers purchase the same grocery products week after week. With this assumption, it can seem impossible to break through to these customers.
But the reality is, the vast majority of online grocery shoppers are willing to purchase products they’ve never tried before.
The presence of ratings and reviews can boost their confidence – and increase their likelihood of purchasing unknown products. We explore this topic in more detail here.
