According to ShopperVista, our ongoing monitor of British grocery shoppers, around a fifth of households are buying groceries online every month. Of these, a third use online as their main channel for buying food and groceries, with two thirds using it a secondary channel.

Families are the most likely to shop online for groceries, particularly those with pre-school children – 32% of shoppers with children under five have bought groceries online in the past month, compared to 23% among other families and 17% among those without children in the home.

Londoners are also more likely to be online grocery shoppers, possibly due to lower levels of car ownership and the more established presence of Ocado in the capital – rising to 25% compared to 19% across the rest of the country.

The days of heading to the supermarket are over for some Brits as they trade trolleys for home delivery. Indeed, new research from Mintel reveals that 29% of UK online grocery shoppers are shopping for their groceries more online now* than 12 months ago.

And online tills are ringing as a result, with online grocery sales forecast to reach £9.8 billion in 2016, up 13% from an estimated £8.6 billion in 2015. What’s more, sales are forecast to grow a further 73% to reach £15 billion by 2020. Online-only grocery retailers are particularly benefiting from sofa surfing, with sales increasing 110% from £1.1 billion in 2010, to an estimated £2.3 billion in 2015. Currently, online grocery shopping accounts for 6% of total grocery sector sales in 2015, up from 3% in 2010.

Today, as many as half (48%) of Brits are current online grocery shoppers. One in ten (11%) do all of their grocery shopping online, with a further 12% doing most of their grocery shopping online. And it is younger consumers that are shunning the supermarket trip: one fifth (19%) of 25-34 year olds now doing all of their grocery shopping online, with 36% of this group shopping for groceries online more often now than 12 months ago.

Online grocery shopping accounts for 6% of total grocery sector sales in 2015

Nick Carroll, Retail Analyst at Mintel, said:

“The online grocery market continues to grow in double digits, but remains small in




Amazon gets its most online purchases on Sundays – data from SimilarWeb, the third most popular shopping app in the uk.




Many are drawn to the convenience of online grocery shopping, with over half telling us that it helps them save time. As one shopper told us recently

“I finalise my order on the train, and arrange for it to be delivered for when I get home”.

In addition, many find that shopping online saves them money. As well as reducing petrol fuel costs, many believe they buy fewer items on impulse when online as the temptation is easier to resist. As one shopper explained to us recently

“It saves me a lot of money because I’m not as distracted by everything around me as I am when in the shop. I spend up to £80 online compared to £100 if I physically go round the store”.

The main reason consumers cite for shopping online more is convenience, with 60% of Brits who are shopping more online doing so because it is more convenient than visiting stores. This is followed by the fact that online shopping allows consumers to keep better track of how much they’re spending (33%) and the wider variety of delivery slots available (32%).




According to ShopperVista, 12% of shoppers anticipate using online grocery websites more during 2013. The new generation of grocery shoppers are most intent on increasing their use of the online channel – rising to 29% among 18-24 year old shoppers. The existing demographic skews also look set to continue, with stronger intent also among young families (20% among those with under 5s) and Londoners (19%).

We predict that the UK online food and grocery market will almost double in value over the next five years, far exceeding the 18% growth expected for the total grocery market over this period. However, even by 2017, online grocery shopping will still only account for around 6% of total grocery sales in the UK at £11.1 billion.


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