Online grocery adoption keeps growing

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Online grocery adoption keeps growing

By Gina Acosta - 11/07/2018
Boomers are the most satisfied with online grocery shopping (4.7 points), followed by Generation X (4.5 points) and Millennials (4.4).

About half of online shoppers plan to purchase grocery items more often in the coming year, according to a new survey.

Moreover, those who shop online rated their overall satisfaction highest with Amazon (4.7 on a five-point scale), then Walmart (4.5) and supermarkets (4.4), according to Retail Feedback Group's 2018 U.S. Online Grocery Shopper Study. This could mean further acceptance of, and growth in, shopping for fresh products online.

At least one category needs a little work, however. Shoppers who indicated a score lower than five in any categories on the statement "The items I received met my standards for quality and freshness" were asked to indicate where quality fell short. About one-quarter (26 percent) said "meat." Some 81 percent of online shoppers said that quality was the top factor they consider very important when purchasing meat online, followed by price (65 percent) and proper handling/refrigeration during delivery (53 percent), which can affect quality. Among those who don't purchase meat online, top reasons include wanting to choose meat items themselves (63 percent) or that meat items might not be refrigerated properly during delivery (55 percent).

The report also found that:

  • Boomers are the most satisfied with online grocery shopping (4.7 points), followed by Generation X (4.5 points) and Millennials (4.4)

  • Online grocery shopping strengths include making the most efficient use of their time and more convenience, as well as being more enjoyable and pleasantly surprising

  • In-store shopping strengths registered as providing products best meeting standards for quality and freshness, offering a better selection of products for shopper needs, making shoppers feel more valued as a customer, and providing better customer service

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