Report Examines Online Grocery Shopping Behavior

Chicory, a commerce media platform specialized in recipe content, in February released findings from its annual “The Online Grocery Shopping Report.” The 2023 report, which highlights results from a survey of more than 1,000 U.S. consumers conducted in December 2022, examines the key characteristics and behaviors of online grocery shoppers. Insights include online order frequency, average basket value, retailer preferences, cart composition and shopping challenges, among others.

"While online grocery adoption has slowed in recent years, activity is rising,” Chicory CEO and co-founder Yuni Sameshima said in a news release. “Consumers are more comfortable than ever browsing for deals online, meal planning using digital recipes and purchasing their full shopping lists in just a few clicks. CPG and grocery retailers can capitalize on this trend by investing in e-commerce solutions that meet consumers where they are, and in the moments that matter."

Key takeaways from the report include:

• Online grocery ordering is on the rise: More than half (56%) of qualified respondents said that they are ordering online more frequently than they were one year ago.
• Online grocery shoppers are highly valuable: Those who spend the most on online grocery orders ($201 or more) place orders the most frequently.
• Convenience remains the number one driver of online grocery shopping: Roughly 74% of respondents selected convenience as a top driver of their decision to order groceries online.  
• Recipe content drives online grocery shopping activity: Food blogs/recipe websites and social media platforms, are the top sources of online meal inspiration that respondents cited.
• Consumers are comfortable shopping in relevant contexts: About 51% are likely (32%) or very likely (18.5%) to purchase directly from food content.
• Walmart reigns supreme: Out of a pool of 20 retailers, Walmart received the most votes (22%) from respondents as their preferred online grocery retailer, followed by Amazon Fresh, Aldi and Kroger.