Consumers in the US are using online grocery shopping to try new products and save time, according to a new report. The Growth of Online Grocery Shopping Shows No Signs of Slowing Down, from Acosta, also reveals that 23% of online grocery shoppers intend to buy groceries online more over the year ahead. 64% plan to continue shopping online at their current level.

Long-term prospects

Colin Stewart, Executive Vice President, Business Intelligence at Acosta, highlights the positive long-term outlook:

"Shoppers who have grown accustomed to the convenience of online grocery shopping will likely maintain their new habits long after the pandemic ends."

Convenience, faster shopping and the ability to explore new foods all play a role in this. The Acosta report found that 29% of online shoppers are spending less time shopping. Meanwhile, 34% are buying a greater variety of items.

From new products to new meal experiences

"Online shoppers are embracing the chance to try new products," comments Northfork Co-founder Erik Wallin, in response to the report. "This dovetails beautifully with the convenience that shoppable recipes can provide to US consumers."

Shoppable recipes can inspire consumers to try new flavours. Using Northfork's tech, grocery retailers can allow customers to shop by recipe based on their personal preferences. The recipes provide inspiration. The ease of shopping for them, meanwhile, increases conversions. And the overall experience drives up customer loyalty.

With US consumers planning to shop online more, this is particularly important. Acosta found that 31% of the most active online grocery shoppers plan to do so more in the next year. Furthermore, 27% of those who shop online regularly, but still visit the store more often, intend to shop for groceries online more.

"Online grocery shopping in the US is here to stay," concludes Northfork's Erik Wallin. "It remains a growth market. Now, it's up to retailers to make the most of that."