Online Food & Grocery: The Shopper Perspective by Evolution Insights

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Online Food & Grocery: The Shopper Perspective

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Addressing the increasingly important online channel in UK food and grocery retailing, Evolution Insights presents authoritative research, analysis and insight into shoppers’ motivations and behaviour across the online path to purchase.

The report offers detailed insight into shoppers’ attitudes, behaviours and purchasing habits online, retailers’ propositions and shopper marketing effectiveness, helping FMCGs, retailers and agencies understand and influence the shoppers’ decision making process across the online path to purchase.

Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to:

Recognise the profile of online shoppers, why they shop online, how often and where, what they like and what they dislike.
Learn about underlying attitudes and motivations which underpin behaviour during the online path-to-purchase
Gain insight into the online shopper journey, with focus on key decision making moments, touch points and examples of how journey varies by mission and retailer.
Identify the shopper perspective on the interaction with, and use of different touch points throughout their online journey.
Make informed decisions about where to invest marketing spend for your category across the online shopper journey
Understand which online retailers shoppers use and why they use them.
Consider the extent of store loyalty among multichannel shoppers (those who shop both online and offline)
Discover what are the online destination categories, how are these different from those in-store and why.
Determine how online shoppers' circumstances, location and modality affect their virtual journey and decision making process
Gain a deep understanding of the role of missions in online shopping and how they compare to and complement in-store shopping trips
Identify and understand key behavioural themes among online grocery shoppers, including managing budget, price comparison, brand switching, range editing and pack sizes.
Forecast market growth and find out about the major trends and innovations expected over the next five years
Ascertain the barriers to increased frequency of online shopping and where shoppers see scope for improvement

Methodologies

Sources of primary data include a survey of 1,002 UK online grocery shoppers, recorded online shops and in-depth interviews. Secondary desk research includes government statistics, company and broker reports, news articles, trade and academic journals and in-house proprietary databases.