Tesco delivery van

Source: Tesco

  • Retailers such as Tesco and Iceland have highlighted dramatically increased capacity through their digital channels

  • Almost half of all shoppers choosing online grocery are on a main shopping mission

 

Online grocery shopping has increased market share across all mealtimes thanks to the benefit of increased capacity during the coronavirus outbreak, according to the latest research by Him & MCA Insight.

The weekly Channel Pulse survey of shopper and consumer behaviour for w/c 4 May revealed home delivery most notably increased share at breakfast, with a 3.8 percentage point rise. Lunch was up 1.6ppts, dinner 1.5ppts and snacking 0.4ppts.

These increases follow retailers such as Tesco and Iceland highlighting dramatically increased capacity through their digital channels.

Almost half of all shoppers choosing online grocery are on a main shopping mission – up 6ppts week on week. In contrast, top-up planned missions are down 3ppts.

Other headlines from week seven of the Channel Pulse report include:

  • Breakfast occasions have grown to the highest share recorded for this part of the day so far (26.9%), an increase of 1.1ppts vs the previous week
  • The shopper need of confidence – “I knew they would have what I want” – increased this week, especially at dinner (+3ppts) and the snack occasion (+3ppts)
  • Familiarity remains the most important consumer need across all meal types
  • For the seventh consecutive week in a row supermarkets and convenience stores are the top two channels consumers say they will be visiting more in the next week

“Ever since lockdown begun, demand for online grocery services has outstripped capacity,” said Blonnie Walsh, head of insight at Him & MCA Insight.

“While this is still the case, retailers have been working hard to increase availability. As a result, we have seen the channel’s share of meals grow. Although lockdown measures have changed slightly, shoppers are preparing themselves for another three weeks of limiting contact with others.

“With this in mind, 47% of shoppers plan to use online grocery more in the coming week.”

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