Overview 1
Catalyst 1
Summary 1
Table of Contents 2
Table of figures 3
THE FUTURE DECODED 4
INTRODUCTION: Online grocery shopping is changing how consumers buy their groceries in many countries 4
The development of online grocery shopping is subject to a number of drivers and inhibitors 4
TREND: The online grocery market is forecast for steep growth in the next five years 6
Online grocery growth is dramatic, particularly in developing high growth markets 6
The UK is the global benchmark in per capita spending potential for online grocery 8
Food is the biggest category while personal care and household care have shown ample growth 12
Broadband penetration is an important external influencer on the online grocery market 18
Key takeouts and implications: online grocery shopping is set for further growth on the bases of continued development of infrastructure and changing consumer behavior 22
TREND: The frequency of buying groceries online is continuing to rise 23
Online grocery purchase occasions are estimated to increase parallel to market growth through 2014 23
Spending per purchase occasion shows continual growth, suggesting the market has been persistently expanding 25
Key takeouts and implications: occasions growth suggests a growing audience although faster spending growth hints at growing frequency among existing consumers 27
INSIGHT: Demographic variations influence the uptake of online grocery shopping 28
Men are more likely to have engaged in buying groceries online 28
Younger generations are more likely to have used online grocery shopping 30
Key takeouts and implications: regional development influences the uptake of online grocery shopping, with age as another key factor 31
INSIGHT: Key drivers behind the appeal of online grocery shopping include convenience and cost control 32
Convenience is and will remain a key appeal to consumers 32
Newly developed technology such as mobile phone applications have been employed to strengthen the benefit of convenience 33
Consumers turn to online supermarkets to help constrain their grocery spending as an effect of economic downturn 35
Key takeouts and implications: the ideal for online grocers is to balance convenience with best value 36
INSIGHT: Sensory appeal, perceived higher cost, and trust issues are major obstacles hindering the growth of online grocery shopping 37
Many consumers are yet to consider online as a main channel for their grocery shopping 37
Online grocery shopping faces difficulties in satisfying consumers' sensory needs during the purchase process 40
Quality concerns particularly on perishables are central to many consumers' reticence to pursue internet purchasing 41
Transaction issues also act as inhibitors to growth 42
Key takeouts and implications: online grocery operators face continued challenges in changing consumer perceptions and growing penetration 43
INSIGHT: Latest developments among online grocers reflect the necessity of keeping up with the changing needs and preferences of consumers 43
General brick-and-mortar grocers are attempting to address their distribution challenges 44
The 'order online and pick up in-store' model is another option for retailers in tackling distribution challenges 46
Online portals need to evolve to respond to consumers' convenience and connectivity needs 47
Specialized grocers are seeing success via a move online 50
Opportunities exist for e-retailers outside the food and beverage sphere to leverage their online platforms and move into the market 53
Key takeouts and implications: online services are becoming more diverse and responsive to consumers' particular needs 54
ACTION POINTS 55
ACTION: Grocers should utilize social media to proactively manage relationships with customers 55
ACTION: Personalize promotions tailored to consumers' preferences 57
ACTION: Online shopping lists present further opportunities for increasing convenience 59
ACTION: Modify current offerings by mix-and-matching different purchase platforms and presence to increase consumer loyalty and options 60
ACTION: Focus on building consumers' trust in product quality, especially in fresh goods, and in security and efficiency of online operations 61
The online service needs to engender consumer trust in terms of its security and efficiency 61
APPENDIX 64
Methodology 64
Further reading and references 65
Ask the analyst 66
Datamonitor consulting 66
Disclaimer 66
List of Figures
Figure 1: Online grocery shopping is influenced by a variety of positive and negative factors 5
Figure 2: Despite the different stages of development, online grocery market in 19 countries across the globe are expected to see further growth in the next five years 7
Figure 3: Overall online grocery value (US$ million) in 19 countries across Europe, the Americas, MEA and Asia Pacific, 2004-14 8
Figure 4: Consumers are set to spend more shopping for their groceries online in the near future 11
Figure 5: Online grocery spending on a per capita basis (US$) in 19 countries across Europe, the Americas, MEA and Asia Pacific, 2004-14 12
Figure 6: Overall online grocery market by category in Europe (US$ million), 2009 13
Figure 7: Overall online grocery market by category in Europe (US$ million), 2004-2014 14
Figure 8: Overall online grocery market by category in Americas (US$ million), 2009 14
Figure 9: Overall online grocery market by category in the Americas (US$ million), 2004-2014 15
Figure 10: Overall online grocery market by category in Saudi Arabia, UAE and South Africa (US$ million), 2009 16
Figure 11: Overall online grocery market by category in MEA (US$ million), 2004-2014 17
Figure 12: Overall online grocery market by category in Asia-Pacific (US$ million), 2009 18
Figure 13: Overall online grocery market by category in Asia-Pacific (US$ million), 2004-2014 18
Figure 14: Broadband penetration rate and broadband subscribers in countries across Europe, Americas, MEA and Asia-Pacific, 2009 20
Figure 15: Number of broadband subscribers (in millions) in 19 countries across Europe, Americas, the Middle East, South Africa and Asia-Pacific, 2004-2014 21
Figure 16: Broadband penetration in 19 countries across Europe, the Americas, the Middle East, South Africe and Asia Pacific, 2004-14 22
Figure 17: The number of online grocery shopping occasions is set to increase from 2009 to 2014 24
Figure 18: Number of online grocery shopping occasions (in millions) across Europe, Americas, MEA and Asia-Pacific, 2004-2014 25
Figure 19: In sync with the increasing trend of online grocery shopping, consumers are expected to spend more on each occasion 26
Figure 20: More men have bought grocery online than women, but regional differences prevail 29
Figure 21: The development of broadband penetration does not appear to affect the percentage of consumers in both genders using online grocery shopping service 30
Figure 22: A higher percentage of younger generation consumers have conducted their grocery shopping online 31
Figure 23: Convenience-related factors are the main appeals to US consumers to shop for groceries online 33
Figure 24: Going mobile is a key trend among many e-grocers 35
Figure 25: Only one in four consumers have bought groceries online in the past month 38
Figure 26: Consumer survey: In the past MONTH, how often have the following occurred? You bought groceries online 39
Figure 27: Online grocery shopping remains a minority despite high growth in some countries 40
Figure 28: In Japan and Korea, major supermarkets have jumped on the internet bandwagon too 45
Figure 29: The format of order online and pickup in store is starting to pick up in the US 46
Figure 30: Chronodrive tweaked its operation model to appeal to consumers in France 47
Figure 31: Flixsoft's Grocery Gadgget Shopping List offers an example of mobile technology that could be offered by stores as a means of enhancing the customer experience both instore and at home 48
Figure 32: Value-for-money promotions are prominent in attracting savings-driven consumers 50
Figure 33: Organic grocers have been utilizing internet as a platform to successfully approach consumers 51
Figure 34: Specialized online grocers could be seen as a building a new platform between manufacturers and general consumers 51
Figure 35: Oisix is a successful example of organic food retailer in Japan 52
Figure 36: Benesse successfully captured specific target consumer group with easy and effective meal solutions in Japan 53
Figure 37: E-retailers such as Amazon could take advantage of its existing delivery system to enter the online grocery market 54
Figure 38: Utilizing social communities could help to increase 'stickiness' of customers 57
Figure 39: Focus on overcoming the concern of quality and freshness holds the key for online grocery shopping 63
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