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Nearly 80% of U.S. consumers shopped online for groceries since COVID-19 outbreak

Availability, convenience becoming more critical to purchasing decisions, Inmar poll finds

Russell Redman

May 27, 2020

2 Min Read
AmazonFresh-groceries-delivery.png
Of those polled, 51.4% reported buying groceries from Amazon since the start of the pandemic, up 32% from before the outbreak.Amazon

More Americans are shopping online for groceries and doing it more often since the onset of the coronavirus pandemic, according to a new survey by Inmar Intelligence.

Of more than 300 U.S. consumers polled, 78.7% reported shopping online for groceries after the COVID-19 outbreak, up 39% from before the pandemic, said Winston-Salem, N.C.-based Inmar, which provides data analytics and technology solutions for retailers and manufacturers. What’s more, 56.7% of respondents said they shop for groceries online more often now than before the pandemic.

The World Health Organization (WHO) declared the spread of COVID-19 a global pandemic on March 11, and two days later President Trump declared the virus a national emergency in the U.S.

Availability has played a key role in customer decision-making on where to buy groceries during the pandemic, Inmar noted. Fifty-one percent of consumers surveyed said they preferred a grocery retailer that had the item(s) they wanted in stock, and 39% chose a retailer based on whether it had a grocery pickup or delivery time slot available in the desired window. 

According to Jim Hertel, senior vice president of analytics at Inmar, the impact of COVID-19 has accentuated existing catalysts for online grocery: A strong e-commerce presence helps retailers spur growth and brand loyalty, and consumers tend to choose a retailer based on convenience and availability.

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“Consumers continue to look to e-commerce options for their groceries due to the convenience factor,” Hertel explained. “This trend is likely to continue even as restrictions are lifted, as shoppers have grown accustomed to this routine. Today’s shoppers expect convenient and personalized engagements in every interaction, across all touch points. Retailers and brands must work to seamlessly deliver meaningful experiences that delight shoppers and drive loyalty.”

Inmar’s survey findings underscored the importance of those experiences in the omnichannel age, as consumers shift their grocery shopping venues. Of those polled, 51.4% reported buying groceries from Amazon since the start of the pandemic, up 32% from before the outbreak. Likewise, brand manufacturers saw a 117% surge in direct-to-consumer grocery sales after the onset of COVID-19, while online grocery stores saw a 48% increase.

With the pandemic changing the way many consumers shop for groceries, retailers also must offer a cost-effective online experience by serving up digital savings opportunities that expand their offerings and bolster customer loyalty, noted Diana Medina, vice president or retail transformation at Inmar.

Related:Online grocery sales to grow 40% in 2020

“E-commerce impacts retail sales, growth and profitability more and more each day. As consumers continue to buy their groceries online, retailers need to start engaging shoppers in new, innovative and profitable ways,” according to Medina. “They need to look at building a comprehensive digital commerce solution that can serve as the foundation for future innovation, while driving sustainable growth and maintaining customer relationships.”

For our most up-to-date coverage, visit the coronavirus homepage.

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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