Online grocery set to double

Online shopping for groceries is set to double to over £7bn by 2014, according to research from the IGD (Institute of Grocery Distribution)

The survey shows that 13% of adults shopped online for groceries in 2009 – an increase of 63% on 2006. Of these, three out of five used more than one online store for their food shopping, while half said they would like to try other supermarket websites, but are put off by the effort involved.

The Online Shopping 2009 report also found that:

– 30% of online grocery shoppers purchase less often than once a month

– 24% intend to try an alternative online supermarket in three next three months

– 34% expect to shop in a variety of outlets, including online, in the next 5-10 years

– A further 34% expect to only shop in a supermarket for everything, and 7% expect to shop just online for food and groceries.

Joanne Denney-Finch, IGD chief executive, said: “People are increasingly mixing the channels they use for their weekly or monthly shop. Many are choosing to visit their local store on a regular basis, while purchasing a number of bulk items, like tinned foods and toiletries, online less frequently.”

More than six out of 10 (61%) current and potential online shoppers also said that removing delivery charges would be a key trigger for increasing online grocery shopping.

For a Farmers Weekly comment, see Phil Clarke’s Business Blog

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