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Executive Summary
Web grocery continues to be a low-penetration retail category online. Less than 10% of US online adults have purchased groceries online, but those who are doing so are valuable consumers: US online grocery buyers spent, on average, more than $200 more on online purchases than US online buyers in general, and they report a household income that is more than $7,000 higher than the average US online buyer. Consumers are still hesitant to purchase some grocery products online — perishable products top that list — but there is an openness to purchasing packaged goods. US online buyers who have embraced online grocers are fueled by the convenience of shopping online — avoiding the hassle of going to the store and saving time are some of the biggest drivers for this group of consumers to take their grocery shopping online.
TABLE OF CONTENTS
- Online Grocery Shopping Is Still An Emerging Category
- Obstacles To Success In The US Online Grocery Space
RECOMMENDATIONS
- Online Grocery Sites Have The Opportunity To Learn And Grow
- Supplemental Material
- Related Research Documents
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