Research Outline

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.