Free research from Evolution Insights describing how online grocery shoppers use favourites during their journey. In depth coverage of the role of mission, leading retailers including Tesco, Sainsbury's, Asda and Ocado, behavioural themes and common concerns and complaints among shoppers. Drawn from our in depth research into Online Grocery Shopping Behaviour available from our website www.evolution-insights.com

2. 0
5
10
15
20
25
30
35
40
45
50
Favourites Keyword
search /
Department
navigation
with Written
list
Special offers
pages
Express
shopping list
Browsing
categories
Recipes and
meal
suggestions
%
Base = UK adults who say they shop for food & grocery regularly and shop online for food & grocery at
least occasionally, n=1002

3. 0
10
20
30
40
50
60
70
80
Weekly grocery
shop
Top-up shop Larger stock-up
shop
Specific bulky items
only
%
I already know the basic things I
need so I don’t need a favourites
list to remind me of that. Other
items tend to vary and I buy
different things each time.
[Female, 20-29, DE, Asda]
I tend to buy the same things
every week, particularly
since it’s what my children
like. So I use the favourites
to help me quickly do this.
[Female, 30-39, DE, Tesco]
It just doesn’t occur to me to use
the favourites, because I shop
online only once a month and every
time what I need is different.
[Male, 20-29, DE, Asda]

4. 0 10 20 30 40 50 60 70 80
A feature that allows you to type in the barcode
from your last supermarket shop receipt which
then automatically populates your favourites
The option to enter your supermarket loyalty
card details and have your typical in-store
purchases added to your favourites
A favourites list that allows you to quickly re-
order the same items every week
%

5. It [favourites] reminds of
the things I need to ‘break
the back of the shop
[Female, 30-39, AB, FT, Tesco]
I use the favourites as a prompt but then I shop
the website for offers and alternatives before
deciding whether I want to buy the usual or not.
[Female, 50-59, C2, PT, Asda]
I wouldn’t rely on it completely
[‘my usuals’] though because I
might miss something.
[Female, 20-39, C1, Sainsburys]
I always start with my favourites, and
shop the fresh grocery items mainly,
but then I get bored and think ‘oh, I
better stick to my [written] list and
not go off-piste.
[Female, 30-39, C1, FT, Tesco]
For me the last order feature
is about helping me shortcut
and save time – rather than
being about ordering the
same list every time.
[Female, 40-49, B, FT, Ocado]

7. They add things to my favourites list that
aren’t things I’ve bought before. I don’t
know where they get the idea I might like
them from, and it takes away the whole
convenient thing about the favourites list –
it should be just that, my favourites!
[Female, 50-59, C2, PT, Asda]
I find the favourites list too
long and full of things that
aren’t actually my favourites,
so it becomes a hassle.
[Female, 50-59, C2, PT, Asda]