2017杂货行业报告（英文版）_13页_1mb

2017 GROCERY INDUSTRY REPORT Summary

Core Content Overview

This report presents findings from the 2017 Grocery Industry Survey, which collected responses from 1,687 primary grocery shoppers. The data was validated against a third-party consumer panel and provides insights into consumer behavior related to online grocery shopping, meal kits, ethnic aisles, bulk bins, and vegetarian shopping.

Main Generational Breakdowns

• Millennial 1 (18-28 years): 43 respondents
• Millennial 2 (29-37 years): 85 respondents
• Generation X (38-53 years): 146 respondents
• Baby Boomer (54-72 years): 109 respondents
• Silent Generation (73+ years): n<30 (not shown)

Key Findings

1. Preference for Online Grocery Shopping

• Convenience is the top reason for ordering groceries online or through a mobile app, with 78% of Millennial 2 and 71% of Generation X citing it as a key factor.
• Price/Value is a significant consideration, with 16% of Generation X and 11% of Baby Boomers highlighting it.
• Silent Generation prefers convenience the most, with 60% of them citing it.
• None of the above is also a notable choice, with 6% of Millennial 2 and 4% of Generation X selecting it.

2. Preference for Local vs. Online Vendors

• Over half of respondents prefer ordering groceries from a local grocery store rather than an online vendor.
• Amazon dominates the online grocery market, with 73% of respondents preferring its services over competitors like Jet and Instacart.
• Local grocery delivery is associated with twice the likelihood of ordering perishables online, indicating trust in local vendors.

3. Online Shopping Methods

• Search bars are the primary or secondary method for 56% of shoppers, highlighting the importance of accurate and efficient search functionality.
• Repeating previous order histories is the second most popular method, with over half of respondents using it.
• Browsing through categories is less common, with only 14% of shoppers doing so primarily.

4. Product Purchases Online

• Dry and household goods are the most commonly purchased online, with 79% of Millennial 1 and 88% of Millennial 2 buying them.
• Cleaning supplies are also popular, with 67% of Millennial 1 and 78% of Millennial 2 purchasing them.
• Perishables like dairy, meat/seafood, and produce are less commonly bought online, with only 33% of Millennials and 19% of Baby Boomers purchasing produce.
• Local grocery delivery is more likely to include perishables, suggesting a higher level of trust.

5. Customer Service Perception

• Friendliness and willingness to assist are the most commonly cited aspects of customer service, with 66% of respondents indicating this.
• Product quality and availability and store cleanliness are also seen as part of customer service by 10% and 5% of respondents, respectively.
• Grocers should consider these expectations when improving in-store and online experiences.

6. Meal Kit Usage

• Online shoppers are more likely to use meal kits, with two-thirds of meal kit users returning.
• The main reasons for using meal kits include convenience and trying new cuisines, with over half of respondents citing the latter.
• Meal kits provide a convenient adventure for shoppers, encouraging them to experiment with different recipes and cuisines.

7. Ethnic Aisle Shopping

• Ethnic aisles are popular across all generations, with 84% of Millennial 2 and 87% of non-whites purchasing items from them.
• Product variety and price are the top reasons for using ethnic aisles.
• However, younger shoppers are less satisfied with the ethnic aisle, possibly due to greater familiarity with diverse cuisines and a higher standard for authenticity.

8. Bulk Bin Shopping

• Bulk bins are used by 42% of Baby Boomers and 40% of whites, but are avoided by many due to hygiene concerns.
• Over half of non-users cited hygiene as a reason for not using bulk bins.
• Baby Boomers are more likely to avoid bulk bins due to hygiene concerns than younger generations.

9. Vegetarian Shopping Trends

• Vegetarians and vegans are proportionally represented across all demographics, including age, income, and ethnicity.
• They are more likely to shop online, in bulk bins, with meal kits, and in ethnic aisles.
• Vegetarians are more adventurous in their shopping habits and are not limited to sustainability-focused consumers.

Conclusion

The report underscores the importance of convenience, local presence, and product variety in online grocery shopping. It highlights the need for grocers to adapt their online platforms to better align with consumer preferences, particularly by improving search functionality, promotions, and hygiene perceptions in bulk bins. Additionally, it suggests that vegetarian shoppers can be a valuable segment to target through diverse product offerings and targeted promotions.