Study: Consumers remain skeptical about ordering fresh, frozen food online
Among the nearly three-quarters of respondents who have never ordered groceries online for delivery, concerns about freshness and quality appear to be major impediments to adoption.
New research from eMarketer, Inc., New York, suggests concerns over quality are hindering grocery e-commerce, as many shoppers are wary of buying fresh and frozen goods online, thereby preventing full-basket shopping trips.
A survey conducted by Bizrate Insights, Los Angeles, found that online grocery shoppers are twice as likely to buy non-perishables as perishable items. Among shoppers who had purchased groceries online in the past month, 84% bought non-perishables and just 45% bought perishables.
A separate survey conducted the same month by Bizrate Insights and Varcode, Israel, found that 25.8% of internet users said they had purchased fresh or frozen goods online for home delivery before, including meat (57%), refrigerated foods (56%) and frozen foods (55%).
Among the nearly three-quarters of respondents who have never ordered groceries online for delivery, concerns about freshness and quality appear to be major impediments to adoption. The same Varcode survey found that 55% of internet users who haven’t ordered fresh or frozen groceries for home delivery cited temperature and freshness as reasons for not having done so. That number is even higher (59.4%) among 18- to 34-year-olds, who represent a key demographic currently driving growth in grocery e-commerce.
Another survey by eMarketer and Bizrate Insights conducted in March asked online shoppers which aspects of online grocery shopping are better than in-store. Shoppers were least likely to believe the food is fresher when they buy it online. What’s more, the Varcode survey found that 7.7% of shoppers who bought fresh or frozen food online for home delivery thought they or someone they know had gotten sick from eating food that “arrived too warm or spoiled.”