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Many Americans unconvinced about buying groceries online

Survey finds preference for in-person purchases, high satisfaction with supermarkets

Russell Redman

May 25, 2018

3 Min Read
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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, 67% 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 (8%), cost (7%) and uncertainty about the best online retailer to use (7%).

Still, a fair number of these consumers aren’t ruling out shopping for groceries online in the future. The report found that 39% are open to purchasing food or beverages online but either just haven’t (21%) or are waiting until the options to do so improve (18%).

Of the 33% of people who have bought food or beverages online, 47% cited convenience as the main reason. Others cited the options available (23%), cost (18%) and a general preference for that shopping channel (2%).

Related:Busy consumers open to new ways of grocery shopping

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 23% do so monthly. Only 16% said they buy these products online on a weekly basis.

In terms of basket size, 62% of online grocery shoppers said they buy small amounts of items as needed. Just 27% purchase all of their groceries for the week online, while 11% 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 29% 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 29% 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 35% said they’re somewhat satisfied.

Related:‘Spendsetters’ shaping the shopping experience

What’s more, 65% 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, 74% 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, 29% would be willing to pay $1 to $5 for home delivery, and 14% would pay $6 to $10. Yet 51% 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 23% would pay $6 to 10%. Just over a third (35%) wouldn’t want to pay extra for home delivery.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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