Survey: The top driver for online grocery orders is…
A new survey from digital recipe network Chicory reveals that close to half of online grocery purchases have the same underlying cause.
According to Chicory’s “Online Grocery Survey 2022” of more than 1,000 U.S. shoppers, 72% of respondents reported ordering groceries online in the past 90 days. The top driver of these orders was convenience and/or time constraints, at 46%.
Interestingly, only 10% of respondents reported that health and safety concerns were the top driver of online orders. This is the same percentage that cited having a preference for the digital experience over the in-store experience. Download the survey here.
Other top online grocery drivers include price and health/safety concerns. In addition, over 52% of survey respondents reported placing online grocery orders at least once a week. Of respondents who reported adding groceries to their cart daily, 90% reported placing an online order at least weekly (44% once a week and 46% more than once a week).
The survey also indicates that online grocery shoppers are willing to spend money Over one-third of respondents reported spending over $100 on an online order, up almost 16% from 2021.
Most popular online grocery retailers & tools
Walmart and Amazon are the first and second-most preferred online grocery retailers among survey respondents. Amazon is most popular among 18-to-29-year-olds, while Walmart is most popular among 45-to-60-year-olds, according to the study. The full list is:
- Walmart
- Amazon
- Instacart
- Target
- Other
- Kroger
- Albertsons/Safeway
- Stop & Shop/Giant Foods
- Shipt
Retailer sites, coupon sites and digital recipes are the top three places where consumers are motivated to purchase products from shoppable ads. Following were digital ads on websites, influencer blogs, and social media.
According to another recent Chicory survey of adult U.S. consumers, "The Impact of Store and Brand Loyalty in the Omnichannel Shopper's Journey,” nearly half (47%) of the survey’s respondents report that they have shopped both in-person and online for groceries in the past 60 days. The remainder of respondents reported shopping in-person only (42%) or online-only (11%) in the past 60 days, bringing the total number of digitally active grocery shoppers to almost 60%.
That survey also revealed that in general, brand and store loyalty matter more to online shoppers. Respondents who are online-only shoppers are 3.5 times more likely to be loyal to brands, with 93% having specific brands in mind when creating their shopping list. Online-only shoppers are also 14.7 times more likely to be loyal to the same grocery store.
According to respondents, the number one driver of brand swaps is price (52%). When shoppers are considering a repeat purchase, price is the top consideration again (32%), followed by taste (21%) and nutritional health (13%).
Chicory surveyed 1,017 total U.S. consumers, ages 18 to 85 years old, on Dec. 27, 2021.