U.S. online grocery shoppers are upping the amount of grocery shopping they complete online, according to a new survey of 1,100 U.S. online grocery shoppers from Door to Door Organics, a leading natural and organic online grocer. The survey collected responses from consumers who have shopped online for groceries at least once in the previous 12 months. Of those surveyed, more than half (54%) said in the past year they had increased the amount of grocery shopping they do online by an average of 29%. Less than 4% said that in the last year they had decreased their online grocery shopping and 42% stated that the amount of grocery shopping they do online had stayed the same. Overall, shoppers indicated that an average of 19% of their weekly grocery shopping is currently done online.
While online grocery shopping continues to gain popularity, the majority of consumers still rely on multiple online and brick-and-mortar stores to complete their weekly grocery shopping. Only 13% of survey respondents said a single store (online or offline) meets their weekly grocery shopping needs, while 34% shop at two stores during a typical week and 53% shop at three or more online and/or offline grocery stores each week.
Consumers' time – and the value they equate with it – was another topic that was explored in the survey. Respondents indicated they had on average only 82 minutes of free time every day and spent an average of 69 minutes each week shopping for groceries. Additionally, respondents estimated the average value of one hour of their time to be $56 per hour.
"It's becoming increasingly harder for consumers to find a 'one-stop-shop' that meets all their grocery shopping needs," said Chad Arnold, CEO of Door to Door Organics. "Today's grocery shopper appreciates variety, wants to have easy access to all kinds of produce and products, but also values convenience based on being busier than ever. This is one of the primary reasons why consumers are making online grocery shopping a more regular part of their week, and I don't expect that trend to turn downward anytime soon."
When it comes to what grocery products consumers are buying online, 23% of respondents said they do not buy fresh grocery products (e.g., meat, fish, dairy, produce) online. Of those who do purchase produce and other fresh grocery items online, 57% said they had been disappointed in the quality or freshness of these purchases at least once in the last year. When asked what would make them feel more secure about the quality of fresh groceries when ordering online, 58% said knowing that the products were recently picked or packaged would increase their confidence, and 51% would be more comfortable if the fresh products were sourced from a local farm. Additionally, 25% said they would feel more secure about the quality of fresh grocery products if they were purchasing them from a specialty online grocer.
"Easing concerns about the quality and freshness of produce and other fresh grocery items has always been a top priority for online grocers, especially those like us who specialize in local and organic produce," said Arnold. "Selecting produce, for example, can be a very sensory-oriented experience – consumers like to touch, feel, smell and even taste their selections before purchasing. Online grocery shopping limits that initial sensory experience, so we do everything we can to ensure they experience that same satisfaction each time they open their Door to Door Organics delivery box."
Founded in 2005, Door to Door Organics currently operates in 13 markets and 55 cities. Since its founding, Door to Door Organics has made more than 2 million deliveries. In late 2014, the company secured a $25.5 million series B investment from the Arlon Group.
This survey was conducted online within the United States by 72 Point Inc. on behalf of Door to Door Organics from March 30 – April 6, 2015 among 1,100 U.S. online grocery shoppers ages 18 and older.