How to Reach the (Increasingly Active) Online Grocery Shopper
Grocery shopping is not what it used to be.
Today’s shopper is looking for convenience, affordability and accessibility in a world that’s asking more of their time and attention than ever before. And in this increasingly connected world, the majority of shoppers are finding this by purchasing groceries online.
In a recent Chicory-sponsored Food Dive webcast entitled “How to reach the (increasingly active) online grocery shopper,” Meghan Howard, the company’s Chief Revenue Officer, and Erik Carlson, Senior Manager of Digital and eCommerce Marketing of Mizkan, spoke to grocery and CPG industry leaders about what’s fueling the shift in the way we shop for groceries.
Chicory’s own data, compiled for its 2023 Online Grocery Shopping Report, paints a picture of a booming industry:
72% of consumers have bought groceries online in the last 90 days
56% of consumers say they’re shopping online more frequently than they were one year ago
Consumers are also growing increasingly comfortable with buying groceries outside of the traditional retail environment, in relevant online contexts: on recipe websites, food blogs and the other online hubs where they go to find food inspiration. Here, CPG retailers can reach an engaged audience: the home cook who is actively looking to simplify their meal-planning process.
Online grocery shopping is on the rise
The COVID-19 pandemic was a major catalyst for online grocery shopping, Howard told the audience. Today, the majority of Americans, from all locales, have embraced the practice. Chicory’s 2023 Online Grocery Shopping Report found that the largest proportion of shoppers are buying for 3-5 people (families), with the majority spending between $51 and $200 per order. There are online shoppers in suburbs (55.6%), cities (25.1%) and ruralities (15.8%), all finding merit in the convenience, flexibility and bargain-hunting opportunities that online shopping offers. And 74% of survey respondents said convenience was their primary concern when shopping.
Why speak to shoppers in relevant contexts?
Offering these shoppers the ability to start a cart from the moment of inspiration simplifies the meal planning and grocery shopping process. According to Chicory’s 2022 Annual Digital Recipe Usage Report, 89% of American consumers are using digital recipes – with nearly even usage across all age demographics – with most seeking them out to find meal inspiration and save time.
Contextual ads meet these shoppers in the right mindsets, Meghan said. With this type of advertising, she said, retailers can find their audience in the contexts and moments that really matter. In doing so, shoppers are more likely to engage with the advertisement and convert.
For more insights, watch the webinar here.