Gallup poll says consumers prefer to shop for their own groceries
Big name grocers have been putting huge resources into getting online grocery shopping right, but a recent Gallup poll indicates that customers just aren’t feeling it.
In a survey of 1,033 U.S. adults, 84 percent said they never order groceries online, reports Supermarket News. About 11 percent order groceries online for pickup or delivery twice a month or less, while only four percent do so once a week or more.
In terms of demographics, online grocery shoppers skew wealthy and have children. Only seven percent of people in categories earning less than $75,000 reported buying online groceries, whereas 12 percent of people earning $75,000 or more do. And only seven percent of shoppers without children reported buying groceries online once a month, while 14 percent with a child under the age of 18 in the house do.
Low adoption rates may be cause for concern, given that rarely a week goes by without an announcement of a major chain launching or enhancing an online grocery offering.
So far in August alone, Walmart has announced the pilot of a new robotic backend to manage online orders in its supercenters. Amazon has added curbside grocery pickup for online orders as a Prime membership perk at Whole Foods. Subscribers in 24 markets already have the option of Prime Now two-hour grocery delivery.
Target has continued to roll out Shipt same-day delivery of groceries and other categories since the beginning of the year. The retailer acquired the shipping service last December. Kroger offers curbside pickup at 1,250 stores and home delivery from 1,200.
The online push has not come off without hiccups. Late last year, for example, Amazon discontinued its AmazonFresh grocery delivery service in some areas, leading many to question if pure-play e-tail grocery can ever be profitable.
Purchasing groceries online poses unique challenges, since customers are unable to see and feel produce or other perishables. But retailers pushing online grocery are working on ways to mitigate that. Walmart, for instance, has patented a solution which will allows users to see a real 3-D image of each piece of produce, which they can accept for purchase or reject.
- Gallup: Most Americans just aren’t into online grocery – Supermarket News
- Walmart looks to automate grocery pickup – RetailWire
- Amazon delivers latest Prime perk to Whole Foods curb – RetailWire
- Target to make same-day delivery push with Shipt acquisition – RetailWire
- Are delivery start-ups in trouble? – RetailWire
- Amazon scales back Fresh deliveries – RetailWire
- Walmart 3-D image patent lets shoppers pick their produce – RetailWire
DISCUSSION QUESTIONS: Are the Gallup poll findings in line with your view of the online grocery market? What will it take for a larger percentage of Americans to make the switch from shopping in stores to ordering groceries online?