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NATIONAL REPORT — In a new installment of his video series with Convenience Store News parent company, EnsembleIQ, Phil Lempert discusses new research on online grocery shopping.
A recent survey conducted by The Harris Poll revealed that the existing adage that consumers won’t buy fresh produce online because they can’t see, touch or smell it before they buy it doesn’t hold water. Rather, consumers are willing to buy fresh produce online at least once, and will do it again if they receive high-quality products, according to Lempert.
The poll found that almost 50 percent of Americans consider a food product “a good fit for online shopping” if it has a long shelf life, is nonperishable, or is difficult to find in stores. While this is not a surprise, what is a surprise according to Lempert is that 16 percent of respondents bought fresh fruits and vegetables online in the previous six months, which is the same percentage of those who bought dry packaged goods online. Only slightly fewer – 15 percent – said they bought dairy, including milk, cheese or yogurt; and 15 percent also said they bought meat and seafood.
The results also showed that 31 percent of Americans bought food online in the past six months, with this more heavily weighted toward young city dwellers and those who are more educated. Online shopping is more prevalent among millennials (36 percent vs. 31 percent of average Americans); college graduates (35 percent vs. 26 percent with a high school education or less); and urban dwellers (38 percent vs. 30 percent in the suburbs and 25 percent in rural communities).
One other interesting finding is that the convenience of online shopping, along with the wide range of products available, isn't enough to stop food shopping at brick-and-mortar stores, Lempert noted. Only 10 percent of all Americans said online grocery shopping has replaced some or all of their routine grocery-shopping trips.
As CSNews Online previously reported, Lempert and EnsembleIQ forged an exclusive strategic alliance that allows Lempert to provide content and programming to multiple CPG retail media brands within the EnsembleIQ portfolio, including Convenience Store News and Progressive Grocer.
Lempert is founder of The Lempert Report, a food trends publication, and SupermarketGuru.com, a leading online resource for food safety, products, trends and shopping tips that attracts more than nine million visitors annually.
Click above to watch the video.