2017杂货行业报告（英文版）_15页-1mb

2017 Grocery Industry Study Summary

Core Content

This study, conducted between April 10th and April 27th, 2017, analyzed the behavior of 1,687 respondents who participated in the Grocery Industry Survey. The data was validated against a third-party consumer panel of equal size, and all respondents identified as the primary grocery shopper in their household.

Generational Breakdown

The generational categories used in the study are as follows:

• Millennial 1: 18-28 years
• Millennial 2: 29-37 years
• Generation X: 38-53 years
• Baby Boomer: 54-72 years
• Silent Generation: 73 years or older

Online Grocery Shopping Trends

• One-quarter (25%) of respondents have shopped for groceries online in the last three months.
• This proportion is consistent across generations, with the exception of the Silent Generation.
• Millennials are often assumed to be the main drivers of online grocery shopping, but the data shows they are not disproportionately leading this shift.

Preferred Online Grocery Vendors

• Amazon is the preferred online grocery vendor, with over 73% of respondents indicating a preference for Amazon's services (Prime Now, Amazon Pantry, Amazon Fresh) over competitors like Jet and Instacart.
• Local grocery stores are also favored by more than half of the respondents, indicating a strong preference for local vendors over national online delivery services.

Online Shopping Methods

• Search bar is the primary or secondary method used by 56% of respondents for online grocery shopping.
• Repeating previous order histories is the second most common method.
• Browsing through categories is the least used method, with only 14% of respondents primarily using it.

Product Purchases Online

• Dry and household goods are the most commonly purchased online, with over 75% of online shoppers buying them.
• Cleaning supplies are also frequently bought online, with two-thirds of respondents purchasing them.
• Perishables such as produce, dairy, meat/seafood, and baked goods are less frequently bought online, with only about 25% of respondents purchasing them.

Meal Kit Services

• 23% of Millennials 2 and 16% of non-whites have used meal kit delivery services.
• Three-quarters of meal kit users would use them again.
• The main reasons for using meal kits include convenience (over two-thirds) and wanting to try something new (over half).

Ethnic Aisle Shopping

• Ethnic aisles are popular across all generations except the Silent Generation.
• Product variety/selection is the most commonly cited reason for satisfaction with ethnic aisles.
• Number of ethnicities represented is the second most important factor.
• Price is the third, with Baby Boomers being the least satisfied with the ethnic aisle.

Bulk Bin Shopping

• 42% of Baby Boomers and 40% of whites have purchased from bulk bins in the past two months.
• Hygiene concerns are the primary reason for avoiding bulk bins, especially among Baby Boomers.
• Stores can improve bulk bin sales by using lever-operated dispensers and improving the aesthetic appeal of these sections.

Vegetarian Shopping Habits

• Vegetarians and vegans are proportionally represented across all demographics, not just millennials.
• They are more likely to shop online, use bulk bins, and engage with meal kits and ethnic aisles.
• Health-conscious and religious consumers are also part of this group, and stores should consider these factors when targeting them.

Customer Service Perception

• 66% of respondents associate customer service with friendliness and willingness to assist.
• Product quality and availability are also seen as part of customer service by 10% of respondents.
• Store cleanliness is similarly viewed as a part of customer service by 5% of respondents.

Key Takeaways

• Online grocery shopping is not solely driven by millennials.
• Local grocery stores have a strong preference among online shoppers.
• Convenience is the primary driver of online grocery shopping.
• Search bars and previous orders are the main navigation tools for online shoppers.
• Perishable items are less likely to be purchased online.
• Hygiene is a major concern for bulk bin shopping.
• Vegetarians and vegans are diverse in age, income, and background, and are more likely to engage with online and specialty shopping options.
• Customer service is defined broadly, including product quality and store cleanliness.

Conclusion

This study highlights the evolving landscape of grocery shopping, emphasizing the importance of convenience, local presence, and targeted marketing. Grocers should focus on enhancing their online platforms, improving hygiene in bulk bins, and leveraging the diverse preferences of all generations to better serve their customers.