The Shift in Shopper Behavior
Even though grocery delivery has been around for years, it has been both evolving and transforming recently. The transition to digital services had a massive impact on the field, as the online grocery market value has doubled from 2016 to 2018. The consumer packaged goods (CPGs) vertical experiencing the majority of its growth from online channels. Whereas markets like the US lagged behind European penetration, the COVID-19 epidemic has accelerated digital grocery in the US and around the world.
Before COVID-19, the online grocery delivery market was projected to experience a 22% growth rate by 2022. In their transition to online shopping, 53% of consumers said the feature they value most is free Speed is also important to shoppers, with 55% stating that they will switch to a competitor for faster delivery. These winds of change have now picked up speed.