Online Getting Fresh Right

The Lempert Report
February 21, 2020

The Retail Feedback Group (RFG) released the 2019 U.S. Online Grocery Shopper Study.

They found that more than half of the shoppers tried or shopped with only one online grocery provider in the last twelve months. 

About 20% indicated they shop mostly or only online for food and groceries, while 32% indicated they shop online and in-store about equally, and 48% mostly shop in-store and occasionally shop online for food and groceries. 

No surprise – Click & Collect - or pickup  - is rising dramatically with 47% of those surveyed now indicating their orders were picked up; compared to 43% in the survey last year.

This year’s research found Walmart (37%) surging ahead of Amazon (29%) in terms of shoppers indicating the provider used on their most recent online grocery shopping experience. While Supermarkets/Food Stores (22%) held about even with last year, they registered the highest percentage of shoppers (22%) indicating first-time use for online grocery shopping.

Amazon still registers the highest score for shopper satisfaction on a five-point scale where five is highest (4.60; a drop from 4.70 last year), followed by Walmart (4.45; a drop from 4.54 last year) and Supermarkets/Food Stores (4.43; an improvement from 4.36 last year). 

The research also captured generational differences with online shopping for food and groceries, finding Boomers remain the most satisfied (4.56), followed by Gen X (4.48) and Millennials (4.45).

In last year’s study, the findings illustrated increased levels of purchasing fresh food items by online grocery shoppers. This growth appears to be holding with fresh food departments again registering double digit percentages in produce (41%), meat (36%), bakery (35%), deli meats & cheeses (32%), prepared foods & meals (26%), and seafood (14%).

The report concluded that, “Based on the study findings, it appears that shopping online for fresh items is now a more accepted part of the online grocery shopping experience. This growth may be a combination of a broader cross-section of shoppers engaging in online shopping, as well as more experience by online providers in successfully meeting the expectations of consumers in these departments.”