50% of consumers are likely to buy groceries directly from online grocery content


Chicory publishes results of its Omnichannel Grocery Shopper in 2022 survey.

NEW YORK, April 12, 2022 /PRNewswire/ — Chicory, the leading contextual commerce platform, today released the results of its Omnichannel Grocery Shopper Survey of over 1,000 US consumers. The survey results shed light on how today’s consumers plan meals and shop for groceries. Data points include top online and brick-and-mortar grocery retailers, top online meal inspiration sources, and consumer likelihood to buy groceries directly from online grocery content.

“For the second year in a row, respondents have identified food blogs and recipe websites as their go-to places for online meal inspiration,” said Chicory CEO and co-founder Yuni Sameshima. “If brands and retailers aren’t already using external content to acquire new customers, they need to start. Today, winning at the shelf requires meeting consumers in moments of inspiration long before they step inside the retailer’s store or website.”

The most important findings in the official survey report contain:

Multi-channel and online shopping is the new normal
66% of consumers have bought groceries online in the last 60 days. While shopping behavior is similar across gender and age groups, women and consumers aged 30 to 40 express the highest overall preference for online shopping. 44% of those who prefer to shop in stock still order groceries online.

Offsite channels are key to buying
Food blogs and recipe publishers are the most popular sources of online meal inspiration, according to 64% of survey respondents. This applies to all age groups. In fact, food blogs and recipe publishers are outperforming TikTok even among the youngest generation of food shoppers, the 18-29 year olds.

Nearly 50% of shoppers are likely (31%) or very likely (18%) to buy groceries directly from online grocery content (e.g., digital recipes, social media posts), suggesting that off-site grocery retailing is becoming more common will.

Buyers prioritize price and convenience
Price is the most important criterion for buying a product again (71%). It’s also the factor most likely to make someone change their preferred retailer (65%). However, according to 48% of survey respondents, location/presence is also an important factor. This likely explains why grocery and grocery delivery apps, which deliver groceries right to shoppers’ doors, are nearly tied with Target as the third most popular online grocery retailer.

To read the entire report, please download it The omnichannel grocery shopper in 2022.

survey methodology
Chicory surveyed 1,076 American consumers aged 18 to 85 March 9, 2022. The margin of error is +/- 3.049%.

About chicory
Chicory converts recipe content into trade media for CPG brands. Its platform powers a network of recipe publishers and retailers that reaches 100 million targeted grocery shoppers each month with hyper-contextual ads and in-recipe commerce solutions. Chicory’s signature “Get Ingredients” button can be found on over 1,500 recipe websites including Taste of Home, Martha.com, LandOLakes.com and thousands of influencer food blogs. Promotional technology takes grocery shoppers from inspiration to checkout in just a few clicks, and moves items to cart for the country’s leading retailers. Find out more at www.chicorée.co.

Madeleine Lenahan
PR manager
[email protected]
(917) 463-3434

SOURCE Chicory


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