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Online Grocery Shopping 2018A Miniscule Market Ready to ExplodeBoth 2016 research from Nielsen and 2018 research from Coresight Research indicate approximately 23% of all consumers surveyed had purchase groceries online during the past year.Nielsen had estimated $20.5 billion in 2016 online grocery sales while the more-recent total from Coresight Research was $23 billion, which was just 2.4% of total food and beverage retail sales for 2018, an almost $1-trillion market.A January 2018 joint report from Food Marketing Institute and Nielsen forecasts online grocery shopping will total approximately $100 billion by 2022 or 2024, with as many as 70% of all consumers doing some grocery shopping online.Forecast for Online Grocery Shopping, 2016Forecast YearOnline TotalCAGR (2016–2025% of Total RetailGrocery Store Equivalent2016$20.5 B---4.29%764 stores2025 conservative$44.6 B9.00%8.51%1,659 stores2025 moderate$72.6 B15.07%13.86%2,702 stores2025 aggressive$103.3 B19.67%19.72%3,844 storesFood Marketing Institute and Nielsen, 2016The Players Claim Their TerritoryAlthough 59.5% of consumers who responded to a 2018 Coresight Research survey said they had bought groceries online from Amazon during the past 12 months, Walmart, which was only 25.5% of those respondents, has the advantage of thousands of stores.Some analysts think this could be Amazon’s Achilles heel, at least during the short term, because as an e-commerce “pure player,” Amazon can only offer consumers limited delivery and pickup options. Walmart’s current advantage for more convenient pickup is why 25% of consumers responding to a 2018 Field Agent survey said they buy fresh groceries from Walmart, compared to 5% for Amazon, which scored lower than Target, 10%, and , 8%.Where Online Grocery Shoppers Bought Groceries During Past 12 Months, 2018RetailerPercentRetailerPercent#1: Amazon59.5%#8: Albertsons/Safeway3.0%#2: Walmart25.5%#9: Publix2.8%#3: Kroger and allied stores8.1%#10: FreshDirect2.5%#4: Target6.9%#11: Aldi1.6%#5: Costco6.2%#12: Hanford/Food Lion0.7%#6: Whole Foods3.7%#13: Others24.4%#7: Peapod (Ahold Delhaize)3.7%Coresight Research, May 2018Today’s Online Grocery ShoppersAccording to the 2018 Coresight Research survey, adults 30–44 were the largest age group, or 28.3%, who had bought groceries online during the past 12 months; followed by adults 45–60, 22.6%; adults 18–29, 21.0%; and adults, 60+, 19.8%.Valassis reported in a Q3 2017 survey 20% of Millennials with children ordered “groceries online from a local grocer and pick them up from the store” once a week, with all parents, 17%, and all Millennials, 14%.Of the respondents to the Coresight Research survey, 32.2% expect online grocery orders to be delivered for free; 29.2% are willing to pay as much as 5%; 19.7%, as much as $10; 3.3%, as much as 15%; and 3.5%, more than 15%.Consumers’ Expectation of Shopping More or Less at These Online Retailers, 2018Online 53%46%1%49%47%4%31%63%5%27%64%8%Field Agent, 2018Online Shopping/Purchasing HabitsThe Coresight Research survey also revealed 38.4% of consumers said they shopped for just a small amount of groceries online, with some, 14%; most, 8.5%; all or almost all, 5.8%; and almost none, 33.3%.The Field Agent survey found Amazon generated the most loyalty, with a score of 6.8 on a 10-point scale, with Target, 5.5; Walmart, 4.6; and , 4.4.Packaged non-fresh food was the #1 grocery category consumers purchased online during the last 12 months, at 65.1%; followed by toiletries/personal care products/diapers, 58.9%; and household cleaning and paper products, 57.9%.What Products Online Grocery Shoppers Purchased from Amazon and Walmart During the Past 12 Months, 2018Product CategoryAmazonWalmartProduct CategoryAmazonWalmartToiletries/personal care products/diapers6.4%6.0%Chilled prepared foods-3.7%4.0%Hot beverages-4.4%4.4%Bread or other baked goods-8.1%6.5%Packaged non-fresh foods2.9%5.2%Frozen foods-8.6%5.6%Pet food/pet products2.6%4.4%Fresh dairy products, meat, fish or eggs-9.5%7.4%Household cleaning and paper products1.9%9.6%Fresh fruit or vegetables-10.2%5.8%Alcoholic beverages-2.0%0.0%Other categories-0.9%-2.8%Cold non-alcoholic beverages-3.6%0.4%Coresight Research, May 2018Consumers’ Hurdles and BarriersData from multiple surveys generally agree why consumers are still reluctant to shop groceries online. In a February 2018 RichRelevance survey, 53.7% of respondents said they don’t trust others to select the best or freshest items.An April 2018 report from The NPD Group stated 46% of those respondents who have never shopped online or have stopped doing so said browsing the aisles in-store helped them to remember items they needed.A May 2018 Morning Consult survey of 2,000 US adults found 55% are still very satisfied with what their local grocery stores offer. Respondents also said they don’t buy groceries online because of convenience, 8%, and cost, 7%.Why Consumers Don’t Expect to Buy Groceries Online During the Next 12 Months, 2018ReasonPercentRetailerPercentI like to see and choose products in person before buying them75.5%It is not available from any retailer in my area8.8%I enjoy shopping for groceries in-store53.9%It’s inconvenient to pick up an order at the store7.7%I don’t like paying for delivery42.2%A previous bad experience with online grocery shopping2.3%I don’t like planning my grocery shopping in advance16.2%I have limited Internet access2.3%It’s inconvenient to remain home for a delivery13.7%Other reasons9.6%My favorite/preferred grocer doesn’t offer this service in my area9.7%Coresight Research, May 2018Grocery Retailers’ ChallengesAccording to Progressive Grocer’s 85th Annual Report of the Grocery Industry, almost a third, or 32.7%, of participating grocers don’t offer omnichannel services, which is a major barrier to competing with Amazon and Walmart for online shoppers.Less than a third offered click-and-collect, 31.8%; third-party home delivery, 31.8%; drive-up collection sites, 30.8%; and store-supported home delivery, 28.0%.According to Field Agent, consumers said the four online grocery sites performed best in these categories: Amazon, delivery speed, 72%; Walmart, price (not sales/promos), 53%; Target, sales/promos/coupons, 39%; , price (not sales/promos), 50%.Additional AnalysisFast-moving consumers goods, or FMCGs, experienced a $3 billion decrease at brick-and-mortar stores during Q1 2017. The one bright spot in this category, however, is e-commerce, which generated much more growth for the six FMCG categories in the following table compared to their growth at brick-and-mortar stores.FMCGs’ Growth* in the E-Commerce Channel vs. Brick-and-Mortar, May 2017FMCG CategoryE-commerceBrick-and-MortarPet care+$3.4 B+$300 MGrocery+$2.4 B+$600 MHealth care+$1.7 B+$1.1 BHousehold care+$1.7 B+$500 MPersonal care+$1.8 B+$300 MBeauty+$1.6 B-$200 MStatista (Nielsen), August 2017 *for the 52 weeks ending 4/29/17 compared to the same period the previous yearAccording to Nielsen, 38% of online shopping households used click-and-collect services during the 52-week period ending 7/1/17; however, they used the service an average of every 6 months and spent $58 for the groceries they “clicked-and-collected.” More consumers choose to use click-and-collect than those who shop online and the service is most popular with younger shoppers 18–44 and middle-income families.The Increasing Appeal of Click-and-Collect, Especially Among Millennials, July 2017Appealing FactorPercent, AllIndex of Millennials to AllGroceries delivered directly69%93Specify day/time for delivery65%88Items delivered same day as order53%110Order delivered within a few hours50%93Pick up groceries inside a local store33%129Pick up groceries at store at curbside31%114Subscription with set frequency for delivery time11%135Avoid delivery or pick-up entirely with home manufacturing5%185Pick up groceries at another location (e.g., storage locker)3%247Nielsen, February 2018Please read the complementary Profilers: Supermarkets 2018, The Grocery Shopper 2018 and Organic Food Market 2018 for more grocery industry information and trends.Sources: Progressive Grocer Website, 5/18; Food Marketing Institute Website, 5/18; Coresight Research Website, 5/18; Supermarket News Website, 5/18; Field Agent Website, 5/18; Statista Website, 5/18; Nielsen Website, 5/18.Updated: May 2018? 2018 Media Group Online, Inc. 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