Survey: What do online grocery shoppers want?

Sigmund Freud admitted he did not know what women want, but Valassis knows the yearnings of online grocery shoppers.

The 2K19 Coupon Intelligence Report from omnichannel marketing platform Valassis reveal behavioral trends and preferences of consumers in the online grocery vertical. Overall, 63% of consumers make all or most of their food purchases in-store. However, online shopping has increased year over year 44% for food; 40% for health and beauty care products and 38% for household items.

Online grocery shoppers are keen on savings. Findings show:

• 68% of online grocery shoppers say using coupons and discounts to save money is the most important factor when shopping.
• 65% of online grocery shoppers using coupons always or very often vs. 45% of all consumers.
• 60% of online grocery shoppers always or very often load coupons onto loyalty/frequent shopper cards vs. 40% of all respondents.
• 76% of online grocery shoppers prioritize going to a store with the lowest prices when shopping for groceries.
• 59% of online grocery shoppers take paper/printed coupons with them on shopping trips.
• 62%of online grocery shoppers look at printed circulars/ads to determine where to shop vs. 46% of all consumers.
• 60% of online grocery shoppers look at online circulars/weekly ads to decide which retailers to shop vs. 37% of all consumers.

Valassis data also indicates the online grocery experience has room for improvement. Among online grocery shoppers:

• 64% miss the sensory experience of touching and smelling produce.
• 62% find it frustrating when they can’t use coupons or discounts.
• 62% are uncomfortable having someone else pick out their produce or other perishable items.

The top reasons consumers are shopping online include saving time (66%); a larger selection of products (66%); easier than shopping in-store (65%); and less expensive than shopping in brick-and-mortar venues (59%).

Valassis found 77% of online grocery shoppers are between 18 and 44 years old, skewing more heavily toward millennials, younger Gen Xers, males and households that have an average income of $80,900. Survey results come from an online panel of 1,000 consumers at least 18 years of age.