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Online Grocery Shopping 2020The Online Grocery Channel: More Than EssentialMany consumers avoided shopping at grocery stores during the initial pandemic period, but by May 2020, according to an Inmar survey, 78.7% of respondents said they had shopped online for groceries, compared to 39% pre-pandemic.According to the April 2020 Brick Meets Click/Symphony RetailAI Online Grocery Survey, online grocery sales increased 37% to $5.3 billion from March’s $4.0 billion. Then, the May 2020 survey reported online grocery sales increased another 24% to $6.6 billion.Field Agent’s March 2020 survey of 1,509 adults found 25% said they were shopping more frequently online for groceries. A May follow-up survey with 1,010 of those same adults revealed the percentage had increased significantly, to 36%.Survey Respondents’ Online Grocery Shopping Methods, by Age Group, May 2020Age GroupDirect3rd-PartyBothAge GroupDirect3rd-PartyBothGeneral/All68%23%9%45–5470%21%9%18–2465%25%11%55–6470%22%8%25–3465%24%10%65–7471%22%7%35–4467%22%10%75+69%25%6%DISQO, June 2020What Consumers Bought Online – and From WhereAccording to Coresight Research’s 2020 US Online Grocery Survey (March 2020), consumers reported their online grocery purchases were from an average of 5 grocery categories, compared to 4.4 categories from the equivalent 2019 survey.Unsurprisingly, the Coresight Research survey results revealed 62.6% of online grocery shoppers had bought from Amazon during the past 12 months, which was essentially unchanged for the previous 12 months in the 2019 survey.Walmart was second at 52.3%, but had increased 14.9 percentage points from the 2019 to the 2020 survey. Target was third at 22.9%, with an increase of 7.2 percentage points and Costco was fourth at 15.2%, an increase of 6.3 percentage points.Grocery Products Bought Online for the First Time, by Category, June 2020CategoryPercentCategoryPercentMilk45%Frozen41%Dairy43%Produce40%Bakery43%Bread39%Deli41%Meat/Seafood38%Supermarket News (The Hartman Group), June 2020From the Past to the FutureEven prior to the pandemic period, online grocery buying had been increasing significantly. According to Coresight Research data, 23.1% of respondents to its 2018 survey said they had purchased groceries online during the past 12 months.For 2019, 36.8% of surveyed consumers were online grocery buyers during the previous 12 months, and then the 2020 survey (conducted during mid-March) indicated an increase of 15 percentage points to 52.0%. More meaningful is the YOY increase of surveyed consumers who planned to buy groceries online only during the next 12 months: 2018 25.8%, 2019 39.5% and 2020 62.5%. Coresight Research forecasts 2020 online grocery sales could increase 40%, or $38 billion. How Survey Respondents’ Will Change Their Online Grocery Shopping Once the Pandemic Ends and a Return to Normalcy, May 2020Week ofStopLessSame MoreN/AMay 4, 20203%15%21%19%42%May 11, 20204%15%21%19%41%May 18, 20205%13%22%18%42%May 25, 20204%13%27%14%42%Luth Research, May and June 2020Orders and DeliveriesAlthough DISQO’s (a data and analytics company) mid-May 2020 online survey revealed 73% of respondents had shopped in-store only for groceries, 6% said they had used delivery only and 4% in-store and delivery.The survey also found 16% of respondents had more grocery deliveries during the mid-March to mid-May 2020 period, compared to 4% who said they were using deliveries less.Grocery delivery services were clearly recognized as a convenience for older adults, as 85% of those 75 and older said they were satisfied with their grocery delivery experience during early May 2020 while 84% of those 65–74 were equally satisfied.Survey Respondents Who Planned to Order Groceries for Delivery During the Last Two Weeks of May 2020Age GroupPercentGeneral/All79%18–2474%25–3478%35–4481%45–5480%55–6478%65–7480%75+75%DISQO, June 2020Orders and PickupsField Agent surveyed 1,509 adults during March 2020, and then conducted a May follow-up survey with 1,010 of them, asking what changes they had made permanently to their grocery shopping. Those “using store pickup and more often” increased from 7% to 14%.Of the consumers participating in DISQO’s mid-May 2020 online survey, 7% said they had used pickup only to obtain their groceries during the past two weeks, and another 7% had shopped in-store and used pickup.As with grocery delivery, older adults were most satisfied with grocery pickup – 65–74 87% and 75+ 90% – and planned to order groceries for pickup during the last two weeks of May: 65–74 82% and 75+ 89%.Comparison of Online Grocery Delivery & Pickup Performance, May 2020MetricAug 2019March 2020April 2020May 2020Sales (past 30 days)$1.2 B$4.0 B$5.3 B$6.6 BSpend (average/order)$72$82$85$90Orders (past 30 days)16.1 M46.9 M62.5 M73.5 MCustomers (active during past 30 days)13.1 M39.5 M40.0 M43.0 MFrequency (monthly average/customer)1.01.21.61.7Brick Meets Click/Mercatus Grocery Survey, May 2020More Online Grocery InsightsThe pandemic has accelerated the use of contactless-payment technology. According to Mastercard Consumer Polling, more than half (51%) of Americans used the technology during February–March 2020.Contactless payments were used for 85% of grocery purchases, more than twice pharmacies at 39%, retail stores 38%, quick-service restaurants 36% and transit 9%.The pandemic and surge in grocery deliveries has been a boon for Instacart, as its market share increased to 57% during April 2020 and stealing much of the increase from Walmart which had the largest share during 2019, but lost 25% of its share during March 2020.Grocery Items Ordered Via Online Subscriptions, April 2020ItemPercentFirst-Time SubscriptionHealth & beauty19%37%Shelf-stable foods/beverages18%36%Paper & cleaning18%45%Fresh food & beverages16%55%Pet food & supplies13%38%Meal kits12%47%Alcohol9%46%Baby/Childcare8%37%Acosta, May 2020Additional AnalysisUnsurprisingly, Amazon was a clear winner for online grocery purchases, as a May 2020 survey from Inmar Intelligence found 51% of respondents said they had purchased groceries from Amazon during the pandemic, which is a 32% increase from the pre-pandemic period. Although Amazon was the first choice for many consumers, a slight majority of them (51%) said what was most important was the availability of the products consumers wanted at the time of purchase. Another 39% wanted to shop at a grocery store that could be ready for a pick-up or delivery during consumers’ preferred period of time.The Coresight Research 2020 US Online Grocery Survey (March 2020) cited during this Profiler also reported how much the online sales of certain grocery categories increased parison of Purchases of Grocery Product Categories, March 2020 vs. March 2019CategoryYOY IncreasePackaged, non-fresh food+68.5%Toiletries, personal care and diapers+63.1%Household cleaning and paper products+60.8%Frozen foods+41.9%Bread and baked goods+41.7%Fresh fruit and vegetables+39.1%Fresh dairy, meat, fish and eggs+38.9%Cold, non-alcoholic beverages (excluding coffee, tea or cocoa)+30.7%Chilled, prepared foods+26.4%Alcoholic beverages+12.5%Supermarket News (Coresight Research), May 2020Please read these complementary Profilers for more information and insights.The Grocery Market 2020The Grocery Shopper 2020Natural & Organic Foods Market 2020Ice Cream and Dairy Products Market 2020Sources: Supermarket News Website, 6/20; Field Agent Website, 6/20; DISQO Website, 6/20; Luth Research Website, 6/20; CNBC Website, 6/20; Grocery Dive Website, 6/20; Forbes Website, 6/20; Acosta Website, 6/20; Chain Store Age Website, 6/20.Updated: June 2020? 2020 Media Group Online, Inc. 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