Survey: Online Grocery Surges But 78 Percent Of Shoppers Prefer To Visit Physical Store

Posted: Sep 22, 2020

Online grocery will account for 21.5% of total grocery sales by 2025, an estimated $250 billion, representing more than a 60% increase compared to pre-pandemic estimates.

That’s according to a survey of nearly 60,000 U.S. grocery shoppers by Mercatus in collaboration with Incisiv, which found that online grocery shopping adoption has nearly doubled since 2018. However, the survey also revealed that 78% of all shoppers still prefer to visit a brick-and-mortar grocery store, “Despite the high growth in online adoption, most grocery shoppers still profess loyalty to retailers and online brands that have a physical store presence,” the report stated. “Post-pandemic success will go to those retailers who can best bridge both online and offline shopping journeys and provide a seamless experience with minimal friction points.”

The survey, “eGrocery’s New Reality: The Pandemic’s Lasting Impact on U.S. Grocery Shopping Behavior,” found that 30% of shoppers changed their preferred shopping destination during shelter-in-place norms created by the pandemic. Of these shoppers, 60% have moved from one brick-and-mortar store to another, and 40% shifted to other online shopping options.

The traditional drivers of preference (proximity/location, value, product quality and convenience) have not changed during the pandemic, according to the survey. But shoppers have been less price sensitive as product availability has taken precedence. Lack of product availability (56%) and concerns over safety protocols (33%) were the biggest reasons for customers shopping elsewhere.

By: Marianne Wilson
September 17, 2020

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