Within the next year, over half of grocery shoppers plan to buy produce, dairy or fresh bakery items online. That’s according to an IDC survey of consumers in the US, Canada and selected European countries.
Consumers’ transition to buying fresh foods online is happening far sooner than most predicted and it’s having a significant impact on ecommerce grocery shopping in total.
- Good quality fresh food is the #1 attribute consumers look for when deciding to buy groceries online.
- Produce is the #2 category of items purchased for curbside pick up, following chips/snacks.
- Perishable sales are already catching up with other food categories. In March 2019, 31% of online grocery shoppers purchased canned products, 29% bought prepared foods, 24% fresh produce and 23% dairy.
- There are significant gender differences in the specific perishables purchased online. Men lead in prepared foods, while produce and baked goods are more likely to be bought by females.
- Millennials are leading the charge towards buying fresh foods online (of course.)
Online perishable purchasing is being driven by the rapid expansion of 2-hour grocery delivery services and order online pick up in store options. Millennials strongly favor the first, while Boomers prefer the second.
Sources: eMarketer 2019, IDC 2019, Marketing Daily 2019, Nielsen 2018
So please…You’re creative. That’s why you considered the name “Brandology.” Use those creative juices to come up with another name that’s not already trademarked. Even though it will take some time, it will be fun, happy time — a stunning contrast to the time you’ll spend with Brandon if you try to use “Brandology.” Really. (It’s probably a little tacky to mention, but if you want our help naming your business, that’s something we do too.)