Grocery Delivery Services; Consumer Behavior


To gain an understanding of what consumers think of grocery delivery services, and this research will be used for a design exercise to ideate new models in grocery delivery.

Early Findings

Our first round of research yielded the following results:
  • "Grocery shoppers are still concerned they’re being charged higher prices online and complain about delivery drivers being late, among other disappointments."
  • "Only a quarter of consumers have tried an online grocery service in the past year, according to a new survey of more than 8,000 U.S. grocery shoppers completed by consulting group Bain & Co. in collaboration with Google."
  • 39.7% of all online grocery shoppers actively look at new brands, while 22.8% of consumers consider buying a brand not usually purchased.
  • "26 percent of shoppers, or 6 percent of all U.S. consumers, went on to say they order groceries online more than once a month; instead, most Americans are taking multiple trips to the grocery store each week."
  • Only 2 percent of older Americans have purchased groceries online.
  • Generation X (35-54 years) has purchased the highest number of meal kist online.
  • Only 3 percent of American shoppers prefer shopping for all or most of their groceries online.
  • Convenience is one of the top factors influencing the decision to shop online for groceries.
  • 34% of consumers were completely satisfied with their online grocery purchases.
  • 20% of male consumers abstain from shopping for groceries online due to identity theft and security concerns.

Proposed next steps:

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Our first round of research provided some base level information about the consumers and their online grocery shopping experiences. 1) We propose further research to provide detailed information about consumer behaviors and attitudes towards grocery shopping. This research will provide both qualitative information and quantitative facts about the topic. 2) Additionally, we also propose further research to identify the biggest problems or pain pints of online grocery consumers in the US. This research request will attempt to provide 5-7 biggest pain points of consumers in relation to online grocery shopping.
We could also identify 5-7 prominent trends for the online grocery shopping segment of the industry. This research will particularly be focused on consumer behavior and the new advancements in the operational model of the industry. For each trend, we will provide an overview of the trend, an explanation of what is driving the trend, and a fact-based description of why it is being considered as a trend.