Pardon the Interruption
Online grocery shopping continues to increase and is predicted to make up 20% of all grocery sales by 2025, generating $100 billion in receipts. In a recent article on FoodNavigator-USA, Jordan Rost, vice president of consumer insights at Nielsen, shared how shopper behaviors online differ from those in-store. He highlighted three key takeaways from the growing online grocery shopping trend:
The fastest-growing segments in online grocery shopping will be snacks, dry packaged goods and canned goods, due to the trust consumers have that these products can be delivered without breakage or spoilage.
Online grocery shoppers are more open to trying out new brands and will take advantage of the larger assortment that can be searched online. This finding presents a big opportunity for food brands to win over new customers.
Online shoppers tend to focus on going straight to the department they need to browse for a certain type of grocery product and are less concerned about which food brand they actually purchase.
Rost added that consumers who shop for groceries online know what they intend to purchase and are less likely to end up buying unrelated items out of impulse.