The Future of Online Grocery Shopping in the United ... - Kantar Retail
The Future of Online Grocery Shopping in the United ... - Kantar Retail
The Future of Online Grocery Shopping in the United ... - Kantar Retail
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© 2012 <strong>Kantar</strong> <strong>Retail</strong><br />
WHY NOT Shop <strong>Onl<strong>in</strong>e</strong>? Barriers to<br />
<strong>the</strong> Growth <strong>of</strong> <strong>Onl<strong>in</strong>e</strong> <strong>Grocery</strong><br />
If onl<strong>in</strong>e grocery shopp<strong>in</strong>g is go<strong>in</strong>g to become a more ma<strong>in</strong>stream shopp<strong>in</strong>g activity <strong>in</strong> <strong>the</strong> <strong>United</strong> States, what<br />
barriers will retailers need to overcome? Why don’t more shoppers purchase groceries onl<strong>in</strong>e today? We must<br />
understand <strong>the</strong>se barriers to predict how <strong>the</strong> U.S. onl<strong>in</strong>e grocery market will need to evolve.<br />
Ironically, <strong>the</strong> primary reason shoppers cite for be<strong>in</strong>g hesitant to adopt onl<strong>in</strong>e grocery shopp<strong>in</strong>g is price, <strong>the</strong><br />
second-most important reason cited for buy<strong>in</strong>g groceries onl<strong>in</strong>e.<br />
Price. While those who have already moved some <strong>of</strong> <strong>the</strong>ir grocery shopp<strong>in</strong>g onl<strong>in</strong>e recognize that buy<strong>in</strong>g<br />
groceries onl<strong>in</strong>e can help <strong>the</strong>m save money, price (<strong>in</strong> several different forms) is one <strong>of</strong> <strong>the</strong> top reasons cited<br />
for not purchas<strong>in</strong>g onl<strong>in</strong>e (Figure 16). About one-half <strong>of</strong> shoppers say <strong>the</strong>y do not purchase groceries onl<strong>in</strong>e<br />
because <strong>the</strong>y do not want to pay delivery fees, while about one-quarter say that prices are too high onl<strong>in</strong>e or<br />
that it’s easier for <strong>the</strong>m to stick to <strong>the</strong>ir budget if <strong>the</strong>y shop <strong>in</strong> store.<br />
Figure 16: <strong>The</strong> Barriers: Reasons Why Groceries Are Not Shopped <strong>Onl<strong>in</strong>e</strong><br />
I don’t want to pay delivery or shipp<strong>in</strong>g fees<br />
I don't trust o<strong>the</strong>rs to choose my fresh food items<br />
I like to explore <strong>the</strong> store and add items not on my list<br />
I enjoy shopp<strong>in</strong>g <strong>the</strong> store and prefer to experience <strong>in</strong><br />
person<br />
Prices are too high<br />
I worry that my food will spoil or get damaged while on<br />
<strong>the</strong> delivery truck<br />
I worry that my food will spoil or get damaged <strong>in</strong> <strong>the</strong> mail<br />
It is easier to stick to my budget if I shop <strong>in</strong> stores<br />
I would have to plan too far <strong>in</strong> advance<br />
No grocery stores <strong>in</strong> my area accept onl<strong>in</strong>e grocery<br />
orders<br />
Delivery w<strong>in</strong>dows are too wide; don’t want to be stuck at<br />
home for hours wait<strong>in</strong>g for delivery<br />
My preferred grocery retailer does not accept onl<strong>in</strong>e<br />
grocery orders<br />
Products are not available <strong>in</strong> <strong>the</strong> quantity I would prefer<br />
to purchase<br />
I like <strong>the</strong> idea <strong>of</strong> hav<strong>in</strong>g someone else shop for me, but<br />
it’s too time consum<strong>in</strong>g to change shopp<strong>in</strong>g habits<br />
I have tried shopp<strong>in</strong>g onl<strong>in</strong>e, but can’t f<strong>in</strong>d all <strong>the</strong><br />
products that I <strong>of</strong>ten purchase <strong>in</strong> <strong>the</strong> store<br />
Source: Compete <strong>Onl<strong>in</strong>e</strong> Intelligence Survey, Spr<strong>in</strong>g 2012; <strong>Kantar</strong> <strong>Retail</strong> analysis<br />
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6%<br />
5%<br />
4%<br />
13%<br />
15%<br />
15%<br />
19%<br />
25%<br />
25%<br />
24%<br />
23%<br />
32%<br />
31%<br />
37%<br />
47%<br />
Cost/price<br />
Trust/store<br />
experience<br />
Delivery-related<br />
<strong>Grocery</strong>/product<br />
availability<br />
O<strong>the</strong>r
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