Online Food & Grocery: The Shopper Perspective
Report description
Addressing the increasingly important online channel in food and grocery retailing, Evolution Insights presents authoritative research, analysis and insight into shoppers’ motivations and behaviour across the online path to purchase.
The report offers detailed insight into shoppers’ attitudes, behaviours and purchasing habits online, retailers’ propositions and shopper marketing effectiveness, helping FMCGs, retailers and agencies understand and influence the shoppers’ decision making process across the online path to purchase.
Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to:
- Recognise the profile of online shoppers, why they shop online, how often and where, what they like and what they dislike.
- Learn about underlying attitudes and motivations which underpin behaviour during the online path-to-purchase
- Gain insight into the online shopper journey, with focus on key decision making moments, touch points and examples of how journey varies by mission and retailer.
- Identify the shopper perspective on the interaction with, and use of different touch points throughout their online journey.
- Make informed decisions about where to invest marketing spend for your category across the online shopper journey
- Understand which online retailers shoppers use and why they use them. Consider the extent of store loyalty among multichannel shoppers (those who shop both online and offline)
- Discover what are the online destination categories, how are these different from those in-store and why.
- Determine how online shoppers' circumstances, location and modality affect their virtual journey and decision making process
- Gain a deep understanding of the role of missions in online shopping and how they compare to and complement in-store shopping trips
- Identify and understand key behavioural themes among online grocery shoppers, including managing budget, price comparison, brand switching, range editing and pack sizes.
- Forecast market growth and find out about the major trends and innovations expected over the next five years
- Ascertain the barriers to increased frequency of online shopping and where shoppers see scope for improvement
Table of contents
An introduction to online grocery shopping
What is online grocery shopping?
The online grocery shopping market in the UK
What is the size of the online grocery shopping market in the UK?
What is the outlook and forecast for growth for the online grocery shopping market?
What is the market share of each of the leading online grocery retailers?
Drivers and trends in UK online grocery shopping
What are the current drivers and trends shaping the online grocery market?
What are the future drivers and trends in online grocery shopping?
Why is personalisation an important driver of growth in online grocery shopping?
Why is inspiration and ideas an important driver of growth in online grocery shopping?
What is the role of Generation Y shoppers?
What are the impact of digital media and the rise of smartphones?
What is the opportunity for mobile commerce with online grocery shopping?
Is there a role for social media and online grocery shopping?
Why is the use of multi-media an important driver of growth in online grocery shopping?
The shopper perspective on online grocery shopping: at a glance
What proportion of UK grocery shoppers shop online?
What proportion of UK grocery shoppers have tried online but don’t shop online anymore?
How often do online grocery shoppers actually shop online?
What proportion of online grocery shoppers shop online exclusively?
What proportion of online grocery shoppers are multi-channel shoppers?
What is the demographic profile of online grocery shoppers in the UK?
What proportion of each demographic group shop for grocery online?
How many Asda/Morrisons/Sainsbury’s/Tesco shoppers shop online?
Which online retailers do online grocery shoppers use?
Do multi-channel shoppers use the same retailer both offline and online?
How loyal are multi-channel shoppers to their regular supermarket retailer when they shop online?
How does frequency of online grocery shopping vary by retailer?
How does spend of online grocery shoppers vary by frequency?
How does online grocery spend compare to offline grocery spend?
What are shoppers’ reasons for shopping online?
Why do online grocery shoppers choose the store they do when they shop online?
How do drivers of online store choice vary by retailer?
How do different food and grocery categories perform online, compared to offline?
What dislikes do shoppers have about online grocery shopping?
Which barriers prevent online grocery shoppers from shopping online more frequently?
How do barriers to increased frequency vary by retailer?
The ‘context’ of the online grocery shopper
What are the factors that influence the online grocery shopper’s context?
Where do shoppers do their online grocery shopping?
When do shoppers do their online grocery shopping?
How do shoppers approach their online grocery shopping?
Do shoppers plan their online grocery shopping?
What are the different online grocery shopper missions?
Which are the most common online grocery shopper missions?
How does the penetration of the different online shopper missions vary by demographic?
What is the average spend for each of the different online shopper missions?
How frequently do shoppers do each of the different online grocery missions?
The online grocery shopper journey
What do we mean by ‘the online grocery shopper journey?’
What are the factors that influence the online grocery shopper journey?
What are ‘touch points’ along the online grocery shopper journey, and why are they important in relation to allocating marketing spend?
Where do shoppers start their online grocery journey? (after login and booking delivery)
How does the shoppers’ starting point vary by retailer?
How does the shoppers’ starting point vary by mission?
Which touch points do shoppers use during the online grocery journey?
How does the use of touch points vary by retailer?
How does the use of touch points vary by mission?
What are the most common types of shopper journey in online grocery?
How do online grocery shoppers interact with different touch points along their journey?
Which touch points are the most effective for shopper marketing?
Front page and login
How do shoppers interact with the front page and login screen?
How effective are offers and adverts on the front page and login screen?
Favourites
How do shoppers interact with the favourites pages?
How does the use of favourites vary by retailer?
Which type of favourites do shoppers prefer?
What do shoppers use the favourites pages for?
How do shoppers think favourites can be improved?
How does the use of favourites vary by mission?
How effective are shopper marketing initiatives on the favourites pages?
Special offers pages
How do shoppers interact with the special offers pages?
How does the use of the special offers pages vary by retailer?
What do shoppers use the special offers pages for?
When do shoppers use the special offers pages?
How effective are shopper marketing initiatives on the special offer pages?
Product information pages
How do shoppers interact with the product information pages?
What do shoppers use the product information pages for?
How effective are shopper marketing initiatives on the product information pages?
Department navigation
How do shoppers use department navigation?
When do shoppers use department navigation?
How do shoppers edit range while navigating departments?
Shelf interrupts
How effective are shelf interrupts?
Recipes and meal suggestions
Do shoppers use the recipe and meal suggestions pages?
How does interaction with recipe pages vary by retailer?
Checkout and payment
How do shoppers interact with the check-out pages?
How effective are shopper marketing initiatives on the checkout pages?
How do shoppers think the checkout pages could be improved?
Key behavioural themes in online grocery shopping
How do shoppers manage their budget online?
Why do shoppers make less unplanned and impulse purchasing online?
How important is price comparison to online grocery shoppers?
Do shoppers switch between brands more often online?
How do shoppers edit range online?
Do shoppers buy larger pack sizes online?
Do shoppers want multi-buys more online?
Online grocery shoppers’ ideas for improvement
What ideas do online grocery shoppers have for improvement?
Why shoppers want more flexible and improved delivery
Why shoppers want to have more influence over the exact item that is picked
Why shoppers want to be able to search for and find items more easily online
Why shoppers want improved relevance of offers
Why shoppers want better basic product information including larger pictures
What type of shopper marketing initiatives appeal to online grocery shoppers?
Online grocery retailer profiles
Tesco.com
How often do online grocery shoppers use Tesco.com?
What proportion of each demographic group use Tesco.com as their most regular store?
What are the drivers of store choice among Tesco.com shoppers?
Why do Tesco.com shoppers like Tesco.com?
What do Tesco.com shoppers dislike about online grocery shopping?
What would be likely to make Tesco.com shoppers shop online more frequently?
Where do Tesco.com shoppers start their journey?
Which touch points do Tesco.com shoppers interact with during their journey?
Asda.com
How often do online grocery shoppers use Asda.com?
What proportion of each demographic group use Asda.com as their most regular store?
What are the drivers of store choice among Asda.com shoppers?
Why do Asda.com shoppers like Asda.com?
What do Asda.com shoppers dislike about online grocery shopping?
What would be likely to make Asda.com shoppers shop online more frequently?
Where do Asda.com shoppers start their journey?
Which touch points do Asda.com shoppers interact with during their journey?
Sainsburys.co.uk
How often do online grocery shoppers use Sainsburys.co.uk?
What proportion of each demographic group use Sainsburys.co.uk as their most regular store?
What are the drivers of store choice among Sainsburys.co.uk shoppers?
Why do Sainsburys.co.uk shoppers like Sainsburys.co.uk?
What do Sainsburys.co.uk shoppers dislike about online grocery shopping?
What would be likely to make Sainsburys.co.uk shoppers shop online more frequently?
Where do Sainsburys.co.uk shoppers start their journey?
Which touch points do Sainsburys.co.uk shoppers interact with during their journey?
Ocado.com
How often do online grocery shoppers use Ocado.com?
What proportion of each demographic group use Ocado.com as their most regular store?
What are the drivers of store choice among Ocado.com shoppers?
What do Ocado.com shoppers dislike about online grocery shopping?
Where do Ocado.com shoppers start their journey?
Which touch points do Ocado.com shoppers interact with during their journey?
Methodology
Our quantitative survey
Our accompanied shops
Our in depth interviews
Glossary
List of figures
UK online food and grocery market expenditure estimates (2006-2015f)
Online retailer usage penetration
Drivers and trends in UK online grocery shopping
UK household Internet penetration 2006-2010
Home internet access, by demographic, 2009 and 2010
UK adults using the Internet every day, 2006 - 2010
UK population age profile, 2010 estimate and 2015 projection
Number of smartphone users and penetration of smartphones in the UK, 2008 Q1 to 2010 Q2
Penetration of UK adults who say they regularly shop for grocery and own a smartphone, by demographic
Penetration of online grocery shopping Penetration of online grocery shopping, by frequency
Demographic profile of online food & grocery shoppers
Penetration of online food & grocery shoppers, by demographic
Penetration of online grocery shopping, by offline retailer
Penetration of online grocery shopping, by offline retailer and frequency
Penetration of online grocery shopping, by online retailer and frequency
Online grocery retailer used by multi-channel shoppers, by offline retailer
Frequency of online grocery shopping
Frequency of online grocery shopping, by online retailer
Average spend of online grocery shopper, by typical frequency
Typical spend online versus offline
Reasons for online grocery shopping
Drivers of store choice
Drivers of store choice by retailer, versus average
Relative frequency of category purchasing when shopping offline vs online
Dislikes of online grocery shopping among online grocery shoppers
Drivers of store choice
Drivers of store choice by retailer, versus average
Relative frequency of category purchasing when shopping offline versus online
Dislikes of online grocery shopping among online grocery shoppers
Shopper appeal of initiatives designed to increase frequency of online grocery shopping
Barriers to online food and grocery shopping
Barriers to online grocery shopping by shoppers’ offline retailer
Factors influencing the online grocery shoppers’ context
Location and time where shoppers do their online grocery shopping
Shopper’s ‘approach’ to conducting online grocery shopping
Online grocery shopping modalities
Shopper perspective on planning lists and meals in advance
How do the four different categories of shopper missions translate online?
Penetration of missions by frequency Penetration of missions by frequency (most regular only)
Penetration of online shoppers who say they each of the following missions is their most regular, by demographic
Missions by retailer
Average spend by most regular online shopping mission
Frequency of online grocery shopping by mission
Factors influencing the online grocery shopper’s journey
Online grocery shopper journey – starting point
Online grocery shopping journey – starting point, by retailer
Online grocery shopping journey – starting point, by mission
Online grocery shopping journey – touch points
Online grocery shopping journey – touch points, by retailer
Online grocery shopping journey – touch points, by mission
The online grocery shopper journey: examples – weekly shop
The online grocery shopper journey: examples – weekly shop (2)
The online grocery shopper journey: examples – larger stock-up shop
Penetration of favourites, by retailer
Shopper appeal of ‘favourites list’ related initiatives
Example of a typical weekly online shopper journey by touch point interaction
Penetration of favourites, by mission
Penetration of general special offers pages, by retailer
Shopper appeal of general special offers page
Shopper appeal of ‘special offers’ related initiatives
Shopper appeal of product information related initiatives
Penetration of recipe pages while shopping, by retailer
Shopper perspective on overall spend online versus in supermarket
Shopper perspective on impulse spend online versus in supermarket
Shopper perspective on pack sizes and bulky items online versus in supermarket
Percentage of online grocery shoppers who say ‘an improvement in the freshness and quality of products delivered by being able to specify the best before date’ is likely to make them shop online more frequently, by retailer
Percentage of online grocery shoppers who say ‘Improvements to how easy the website is to use and find what you want’ is likely to make them shop online more frequently, by retailer
Shopper perspective on a variety of potential shopper marketing initiatives online
Online grocery shoppers’ use of Tesco.com
Proportion of online shoppers who say Tesco is the online retailer they use most regularly, by demographic
How frequently do Tesco.com shoppers typically shop online, compared to all online food and grocery shoppers?
Channel use of Tesco.com shoppers
Factors grocery shoppers say are likely to make them shop online more frequently, Tesco.com vs average
Shopper perspective on potential shopper marketing initiatives, Tesco.com vs average
How Tesco.com shoppers typically start their online shop
Touch points typically interacted with by Tesco.com shoppers
Online grocery shoppers’ use of Asda.com
Proportion of online shoppers who say Asda is the online retailer they use most regularly, by demographic
How frequently do Asda.com shoppers typically shop online, compared to all online food and grocery shoppers?
Channel use of Asda.com shoppers Factors grocery shoppers say are likely to make them shop online more frequently, Asda.com vs average
Shopper perspective on potential shopper marketing initiatives, Asda.com vs. average
How Asda.com shoppers typically start their online shop
Touch points typically interacted with by Asda.com shoppers
Online grocery shoppers’ use of Sainsburys.co.uk
Proportion of online shoppers who say Sainsbury's is the online retailer they use most regularly, by demographic
How frequently do Sainsburys.co.uk shoppers typically shop online, compared to all online food and grocery shoppers?
Channel use of Sainsburys.co.uk shoppers
Factors grocery shoppers say are likely to make them shop online more frequently, Sainsburys.co.uk vs average
Shopper perspective on potential shopper marketing initiatives, Sainsburys.co.uk vs. average
How Sainsburys.co.uk shoppers typically start their online shop
Touch points typically interacted with by Sainsburys.co.uk shoppers
Online grocery shoppers’ use of Ocado.com
Proportion of online shoppers who say Ocado.com is the online retailer they use most regularly, by demographic
How Ocado.com shoppers typically start their online shop
Touch points typically interacted with by Ocado.com shoppers
Evolution’s methodology
Topics of questions in quantitative survey
List of accompanied shop participants
List of tables
Drivers of store choice by retailer, versus average
Penetration of online shoppers who say they each of the following missions is their most regular, by demographic
The online grocery shopper journey: touch points – summary
Shopper perspective on initiatives designed to encourage more frequent online grocery shopping
Drivers of store choice mentioned by Tesco.com shoppers, versus average
Dislikes of online food and grocery shopping mentioned by Tesco.com shoppers, versus average
Drivers of store choice mentioned by Asda.com shoppers, versus average
Dislikes of online food and grocery shopping mentioned by Asda.com shoppers, versus average
Drivers of store choice mentioned by Sainsburys.co.uk shoppers, versus average
Dislikes of online food and grocery shopping mentioned by Sainsburys.co.uk shoppers, versus average
Drivers of store choice mentioned by Ocado.com shoppers, versus average
Dislikes of online food and grocery shopping mentioned by Ocado.com shoppers, versus average List of accompanied shop participants
Related market research by sector
Multiple retailers (in Retail), Online/ecommerce (in Retail), Consumer trends (in Trends)
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