A recent report from Acosta explores how the online shopping trend is fundamentally changing the way consumers shop for groceries, with retailers making substantial investments in creating a seamless shopping experience.
Among key findings in Acosta’s Online Grocery Pickup Accelerates Omnichannel Sales report: average online grocery shoppers spend 32.7 percent of their grocery budget online, with 46 percent getting their orders fulfilled via pickup services at the store.
In addition, 26 percent reported getting groceries delivered to their home via a delivery service, while 54 percent of online grocery pickup shoppers still make weekly in-store stock-up trips to buy more than 10 items. And 45 percent make weekly trips for fewer than 10 items.
“Despite only 3 percent of grocery dollars coming from online, sales are expected to triple and reach $74 billion by 2023,” said Colin Stewart, EVP of Business Intelligence at Acosta. “Millennials are spending the largest portion of their grocery budget online today, and we expect it to grow across generations in coming years. Thirty percent of current grocery pickup shoppers noted they plan to use the service more often in the future, led by those who currently only rarely utilize the offering.”
Headquartered in Jacksonville, Florida, Acosta is a full-service sales and marketing agency in the consumer packaged goods industry. Released Jan. 7, the report was compiled using industry data and proprietary information sources including online surveys of the company’s proprietary shopper community.
According to the report, among demographics and key players:
• Millennial shoppers spend 40 percent of their grocery budget online, compared to 37 percent of Gen Z, 32 percent of Gen X and 20 percent of Boomers.
• While online grocery pickup usage is inconsistent among shoppers, 50 percent of Millennials use it at least once a week.
• 44 percent of households with children use the service versus 15 percent of households without children.
• 37 percent of online grocery pickup shoppers rate the ability to track their spending as extremely important in making the service appealing.
• 42 percent of online grocery pickup shoppers state they always or sometimes use retailers’ online recipe sections. For Millennials, the rate is 64 percent.
• 33 percent of online grocery pickup shoppers rarely make impulse purchases versus 5 percent for in-store shoppers.
• 53 percent of online shoppers reported difficulty finding the item they were looking for because of lack of relative sizing.