While Canadians are excited at the idea of using their smartphones and the Web to enhance the grocery shopping experience, many of them are not actually doing it.
According to a study by global market intelligence agency Mintel, only 13% of Canadian consumers have used a smartphone app to comparison shop at a grocery store, and only 12% have actually shopped for groceries online. However, 49% say they are interested in the ability to redeem coupons and/or promotions using smartphone apps.
While 71% of Canadian consumers have shopped online for other merchandise, 88% have never shopped for groceries online. What's more, 68% have no intention of ever buying their groceries online.
"Our research indicates resistance to grocery shopping online stems primarily from concerns around the freshness of products," says Carol Wong-Li, Senior Lifestyles and Leisure Analyst at Mintel. "However, there is hope for the offering as a fifth of shoppers are interested in making a grocery purchase online, while not having done so to date."
Among those 12% who have bought groceries online, there is interest in ordering groceries online again with 8% of them.
Not surprisingly, those most interested in buying groceries online include the young, and those with families. Twenty-six per cent of those under the age of 45 are interested in shopping for groceries online, 28% of parents with children in the household, 25% of those who come from households with three or more people, and 24% of those who are employed.
So who's the most likely person to buy groceries online? According to Mintel's data, it's those age 25-34 (21%), Asian Canadians (24%), and parents with children under 18 in the household (18%).
The click-and-collect concept, where shoppers buy online and pick-up in-store, is generating value for many as it combines the ease of online shopping with the need to see/touch items on the shopper's own timeline," says Wong-Li. "This is important for 44 per cent of consumers who want to be able to buy things online and pick it up in-store."
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