HomeFoodSurvey sees comfort, not COVID, driving online grocery

Survey sees comfort, not COVID, driving online grocery

NEW YORK — Online grocery procuring is extra common now than it was on the peak of the pandemic, in accordance with Chicory’s third annual Online Grocery Usership survey. The digital commerce platform surveyed greater than 1,000 customers in January and located 72% bought groceries online up to now 90 days. More than half (52%) stated they positioned online grocery orders as soon as every week.

Digital grocery adoption has elevated steadily over the previous two years, with the most important leap occurring between January 2020 and April 2020, in the course of the preliminary wave of the COVID-19 pandemic. The rise in online procuring isn’t merely a byproduct of the pandemic, nevertheless, with lower than 10% of respondents in the latest survey citing well being and security as their major driver for procuring online.

Convenience was the main driver of continued e-commerce use. Forty-six p.c of respondents cited comfort or time constraints as their major motivation for ordering groceries online. Product availability or accessibility was the second most typical driver at 19.3%. The situation may change into extra salient in 2022 as manufacturers and retailers proceed to face provide chain challenges.

“The results of this latest survey re-affirm that digital grocery is here to stay, as consumers continue to prioritize convenience and simplicity,” stated Yuni Sameshima, co-founder and chief govt officer at Chicory.

The survey discovered extra frequent add-to-cart instances gained reputation, with the vast majority of buyers including gadgets to their online carts weekly or a number of occasions every week. This pattern could also be an indication that buyers are utilizing online carts to construct their procuring lists no matter the place they really full their purchases.

Similarly, 40% of respondents reported utilizing digital recipes on a month-to-month foundation to arrange for in-store journeys, and 27% reported utilizing them weekly for a similar objective. Digital recipes had been the third hottest place the place buyers purchased merchandise from a shoppable advert, after coupons and retailer websites.

“Brands looking to reach today’s grocery shopper in high-intent moments need to be investing in solutions that will extend the on-site experience to off-platform locations like digital recipes,” Mr. Sameshima stated.

Chicory additionally discovered an total enhance in year-over-year online grocery spend. One-in-three customers reported spending greater than $100 on an online order, up nearly 16% from 2021. Pantry staples and provides drove the vast majority of spend for 33% of customers, adopted by dairy or meat (18%), snacks (17.6%) and produce (16.6%).

Walmart was the preferred online grocery retailer for the third 12 months in a row, with Amazon and Instacart holding their second- and third-place spots, respectively. Walmart was the preferred online vacation spot amongst customers ages 45 to 60, whereas Instacart was the preferred vacation spot for customers ages 18 to 29. Chicory expects extra households will embrace digital-first retailers like Instacart because the youngest era of respondents matures.

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