Despite a lag in internet penetration behind other European and Asian countries, the UK has one of the most advanced online grocery markets in the world. It is estimated that online sales currently account for 3.5% of the total grocery sales in the UK, which is totalling approximately £158bn (around £6bn online, end 2012). The proportion of online sales is estimated to double in the next few years with a prediction of around 6% in 2016.
Remarkable growth within the UK’s online food & grocery market over the past few years has resulted in a large number of regular grocery shoppers using the online channel as well as their regular supermarket shop. Every increasing internet penetration and greater confidence in online shopping in general are pushing this growth, as well as increasing efforts by individual retailers to encourage shoppers to go online. Predicted growth of the online channel far outweighs that of the food & grocery market as a whole, and will continue to do so as shoppers continue to mix the channels they use for their food & grocery shop.
This report will:
-Look at the current penetration of the online grocery market
-See who current online shoppers are
-Show changes in the way online shops are carried out – particularly in reference to the use of smartphones
-See how loyal multi-channel shoppers are to retailers
-Look at both the drivers and dislikes of online shopping for current online shoppers. Specifically looking at: delivery, cost, retailer websites, personal situations and individual items.
-Find out the barriers to online shopping for non-online shoppers
-Chart the shoppers journey around a retailer website and see how shopping trips are started and the touch points visited