According to Kantar Media’s latest Online Shopper Intelligence Report, 20% of the UK internet population visit the leading grocery retailers’ websites each month, with an average of 1.3m consumers purchasing online.
Key motives are the ability to shop at anytime (60%), having groceries delivered to the door (58%), and the avoidance of carrying home heavy items (55%).
Over half (57%) of the people purchasing groceries online do so at Tesco – a larger share of the market than the retailer sees at its bricks-and-mortar outlets. Asda is second (33%), followed by
Sainsbury (18%), Ocado (5%), Amazon grocery (4%), Waitrose (2%) and Marks & Spencer (1%).
Search is identified as the leading referral source to the top grocery retailers. A review of actual search terms identified that 69% of online grocery shoppers have clear intent to shop with specific retailers. 31% of searches are for fresh food items, 24% are now for recipes and 12% are for processed food.