- Sixty-five percent of people who haven’t made food and beverage purchases online said the top reason was that they prefer to do so in person.
- For most U.S. consumers, it will take a big change in shopping behaviors and attitudes to shift their grocery purchases online.
For most U.S. consumers, it will take a big change in shopping behaviors and attitudes to shift their grocery purchases online, according to a new study by Morning Consult.
Of 2,000 U.S. adults polled, 67percent have never purchased packaged food or beverage products online, the e-survey and market research firm said in its “Consumer Insights On The Food and Beverage Industry” report. Meanwhile, 65% of those who have never bought groceries online indicated that they have no interest in doing so in the future.
Sixty-five percent of people who haven’t made food and beverage purchases online said the top reason was that they prefer to do so in person. Other reasons for not buying groceries online included convenience (8percent), cost (7percent) and uncertainty about the best online retailer to use (7percent).
Still, a fair number of these consumers aren’t ruling out shopping for groceries online in the future. The report found that 39percent are open to purchasing food or beverages online but either just haven’t (21percent) or are waiting until the options to do so improve (18percent).
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Of the 33percent of people who have bought food or beverages online, 47percent cited convenience as the main reason. Others cited the options available (23percent), cost (18percent) and a general preference for that shopping channel (2percent).
Morning Consult’s report revealed a low level of online grocery purchasing frequency. Fifty-six percent of online shoppers said they buy food or beverages a few times per year, and 23percent do so monthly. Only 16percent said they buy these products online on a weekly basis.
In terms of basket size, 62percent of online grocery shoppers said they buy small amounts of items as needed. Just 27percent purchase all of their groceries for the week online, while 11percent buy food or beverages online in bulk.
The survey found a few demographic variables in online grocery shopping. Among men, 38% have bought food or beverages online versus 29percent of women. Forty-five percent of people with $100,000 or more in annual income and 38% of those with income of $50,000 to $100,000 a year have bought groceries online, compared with 29percent of consumers with income of less than $50,000 annually.
The percentage of respondents who have purchased groceries online was almost evenly divided among rural, suburban and urban shoppers, with the latter two groups slightly more likely to have done so.
So why aren’t more Americans looking to go online to buy food and beverages? The poll shows that the vast majority are content with the supermarkets in their area. Fifty-five percent of shoppers surveyed said they’re very satisfied with their nearby grocery stores, and 35percent said they’re somewhat satisfied.
What’s more, 65percent of consumers who have never purchased food or beverages online said they enjoy shopping for groceries indicating that they’re satisfied with the in-store experience. Among people who have bought groceries online, 74percent reported they enjoy shopping for food and beverages.
While home delivery of groceries has exploded, Americans do have their limits on this service, Morning Consult’s findings show. Of all respondents, 29percent would be willing to pay $1 to $5 for home delivery, and 14% would pay $6 to $10. Yet 51percent indicated they aren’t willing to pay extra for home delivery.
Unsurprisingly, those who have purchased food or beverages online are more open to shelling out a bit more for home delivery. Thirty-two percent of this shopper group would pay $1 to $5 for home delivery, while 23percent would pay $6 to 10percent. Just over a third (35percent) wouldn’t want to pay extra for home delivery.
Date: May 25, 2018