eMarketer recently published an article that discussed a potential shift in consumer behavior that may change how consumers shop for groceries. Check out some key findings below or go read the full article here.
One of the most profound shifts in consumer behavior during the COVID-19 pandemic according to eMarketer is happening in grocery ecommerce. Even before much of the US population began social distancing, grocery ecommerce had a large amount of momentum behind it.
In 2019 the percentage of people who regularly ordered groceries online spiked from 17% to 37% according to TABS Analytics. So grocery ecommerce was already trending upwards but COVID-19 helped accelerate the growth.
Just last month according to Rakuten Intelligence, over a 3 day period order volume for online grocery retailers surged 210%. In the same month, a CivicScience poll found that US adults who said they increased their online shopping jumped from 11% to 37%.
So things will go back to the way they were when the pandemic subside right? Don’t be too sure.
According to eMarketer it’s likely these behaviors will continue. With millions of first time online grocery buyers, it’s likely that a percentage of individuals will permanently shop for groceries online whether that is occasionally or frequently. If ecommerce category penetration went from 3.2% to 5.2% over the next couple of years, that would be about $20 billion moving from in store purchases to online.
Learn more about the grocery ecommerce trend here: https://www.emarketer.com/content/the-coronavirus-will-cause-a-lasting-step-change-in-grocery-ecommerce