Trendsource-2017杂货行业报告（英文版）-2017-15页-1mb

2017 Grocery Industry Survey Summary

Core Content

This document presents findings from the 2017 Grocery Industry Survey, which included 1,687 respondents from TrendSource's proprietary database and was cross-validated with a third-party consumer panel. The survey focuses on online grocery shopping behavior, customer service expectations, and preferences for meal kits, bulk bins, and ethnic aisles across different generations.

Main Findings

Online Grocery Shopping Behavior

• Online Shopping Proportions: Roughly one-quarter (25%) of all respondents have shopped groceries online in the last three months.
• Generational Breakdown:
  • Millennial 1 (18-28): 25%
  • Millennial 2 (29-37): 25%
  • Generation X (38-53): 25%
  • Baby Boomer (54-72): 25%
  • Silent Generation (73+): 25%
• Millennials Not the Main Drivers: Contrary to common belief, millennials are not the primary group driving online grocery shopping. They are proportionally similar to other generations in online shopping habits, except for the silent generation.
• Preference for Local Vendors: Over half of the respondents (56%) prefer ordering groceries from a local store rather than an online vendor, indicating a potential opportunity for local grocers to establish an online presence.

How Shoppers Find Items Online

• Primary Method: The search bar is the most commonly used method for finding items online, with 56% of respondents relying on it.
• Secondary Methods:
  • Repeating previous order histories (45%)
  • Featured items/sales (45%)
  • Recommendations (18%)
  • Browsing categories (14%)

Product Purchase Preferences Online

• Shelf-Stable Items:
  • Dry Goods: 79% of millennials 1, 88% of millennials 2, 81% of Gen X, 83% of Baby Boomers
  • Household Goods: 77% of millennials 1, 81% of millennials 2, 71% of Gen X, 79% of Baby Boomers
  • Cleaning Supplies: 67% of millennials 1, 78% of millennials 2, 62% of Gen X, 63% of Baby Boomers
• Perishables:
  • Dairy: 23% of millennials 1, 33% of millennials 2, 31% of Gen X, 20% of Baby Boomers
  • Meat/Seafood: 19% of millennials 1, 28% of millennials 2, 26% of Gen X, 26% of Baby Boomers
  • Baked Goods: 23% of millennials 1, 26% of millennials 2, 29% of Gen X, 17% of Baby Boomers
  • Produce: 33% of millennials 1, 39% of millennials 2, 38% of Gen X, 19% of Baby Boomers
• Local vs. Third-Party Vendors: Local grocery delivery shoppers are twice as likely to order perishables compared to third-party vendors, suggesting trust in local stores.

Meal Kit Usage

• Usage Rate: 23% of Millennial 2s, 16% of non-whites, 25% of households earning $100,000+/year, 17% of men.
• Reasons for Use:
  • Convenience of prepackaging (67%)
  • Wanting to try something new (over 50%)
• Repeat Usage: Three-quarters of meal kit shoppers would use them again.

Ethnic Aisle Satisfaction

• Usage Across Generations:
  • Millennial 1 (18-28): 6% very unsatisfied, 25% unsatisfied, 30% neutral, 28% satisfied, 14% very satisfied
  • Millennial 2 (29-37): 5% very unsatisfied, 16% unsatisfied, 33% neutral, 27% satisfied, 14% very satisfied
  • Generation X (38-53): 6% very unsatisfied, 18% unsatisfied, 31% neutral, 32% satisfied, 13% very satisfied
  • Baby Boomer (54-72): 4% very unsatisfied, 12% unsatisfied, 33% neutral, 32% satisfied, 18% very satisfied
  • Silent Generation (73+): 5% very unsatisfied, 8% unsatisfied, 41% neutral, 30% satisfied, 16% very satisfied
• Satisfaction Trends: Younger shoppers are less satisfied with ethnic aisle offerings, possibly due to increased cultural awareness and preference for authenticity.

Bulk Bin Shopping

• Usage:
  • YES: 657 respondents
  • NO: 1,030 respondents
• Reasons for Using Bulk Bins:
  • Price/Value (42%)
  • Convenience (33%)
  • Product Quality (21%)
• Reasons for Not Using Bulk Bins:
  • Hygiene concerns (49%)
  • Lack of variety (22%)
  • Not interested (20%)
• Hygiene Concerns:
  • Baby Boomers are more likely to avoid bulk bins due to hygiene concerns than Millennials 1.

Vegetarian and Vegan Shopping

• Vegetarian/vegan Representation:
  • Vegetarian: 6% of the total sample
  • Vegan: 1%
• Demographics:
  • By Generation: 8% of Silent, 7% of Millennials 1, 7% of Millennials 2, 6% of Gen X, 5% of Baby Boomers
  • By Income: 7% of households earning $100,000+/year
  • By Race: 7% of non-white shoppers
  • By Region:
    • West: 6%
    • Midwest: 4%
    • South: 6%
    • Northeast: 7%
• Shopping Habits:
  • Vegetarians and vegans are more likely to shop online, in bulk bins, with meal kits, and in ethnic aisles.
  • They tend to be more adventurous in their shopping choices.

Customer Service Perception

• Definition of Customer Service:
  • Friendliness and willingness to assist: 66%
  • Product quality/availability: 10%
  • Store cleanliness: 5%
• Expectations: Customers expect more from customer service than just friendliness, including product quality and store cleanliness.

Key Insights

• Online Shopping is Widespread: One-quarter of all shoppers have turned to online grocery shopping, and this is not solely driven by millennials.
• Convenience is King: Regardless of generation, convenience is the top reason for online shopping.
• Local Grocers Have an Edge: More than half of shoppers prefer local stores for online orders, suggesting that local grocers should invest in online delivery.
• Hygiene Concerns Impact Bulk Bin Use: A significant portion of shoppers avoid bulk bins due to hygiene concerns, especially older demographics.
• Vegetarians and Vegans Are Diverse: They are spread across all demographics and are more likely to engage with online and specialty shopping options.
• Customer Service Expectations Extend Beyond the Traditional: Grocers must consider product quality and store cleanliness as part of their customer service strategy.

Strategic Implications

• Grocers should focus on enhancing their online presence, especially with the rise of Amazon and the need to compete.
• Improving hygiene and convenience in bulk bins can increase their appeal.
• Offering targeted promotions for ethnic and vegetarian shoppers can help meet their unique preferences.
• Understanding how shoppers navigate online platforms is crucial for optimizing digital experiences.