Study reveals U.S. consumers still prefer brick-and-mortar grocery stores
Consumer preferences, such as wanting to pick out their own fresh items, was the top barrier to shopping online for groceries.
Adoption of online grocery shopping is moving at a slower pace than other consumer categories, but only 10% of U.S. consumers are now regularly buying groceries, according to a new study released by The NPD Group, Chicago. In fact, nearly all online grocery shoppers (99%) still shop in brick-and-mortar grocery stores.
Consumer preferences, such as wanting to pick out their own fresh items, was the top barrier to shopping online for groceries, followed by not wanting to pay a delivery fee. Many consumers (46%) like walking through the store. And, even though one of the key benefits of online shopping is speed, 46% of consumers feel it’s faster to shop in the store.
“With major brick-and-mortar grocery stores announcing click and collect and various speedy delivery options, the line between physical and online is blurring, and as a result, consumers are getting the best of both worlds,” says Darren Seifer, food and beverage industry analyst. “There is also a place for pure-play e-commerce grocers, but it looks like, as of now, consumers want a seamless experience between brick-and-mortar and e-commerce.”