eComm Grocery Sales Growth
Where is the 20% eComm Grocery Sales Growth Coming From?
We’ve seen extraordinary changes in shopping behavior caused by Covid-19. Online grocery sales grew 22% in 2019 and are projected to shoot up to 40% this year, according to Coresight Research.* Much of this growth is from consumers new to shopping online. Between December 2019 and mid-March 2020, there was a significant influx of new online shoppers – the number of shoppers reporting to Decision Insight that they first began shopping online for groceries in the past month increased from 13% in December 2019 to 19% in March 2020, an increase of well over 40%.*
In-store sales saw major growth as well – in March, sales in Grocery increased 80% vs. a year ago as demonstrated in the Total Store Impact Tracker developed by our sister company, TABS Analytics (with the support of Nielsen). In many categories, year-over-year sales have increased double-digit over last year. Not only are more units being sold but the price per unit is up on average by 7-8 percent.
Once this crisis is over, companies will likely face a “New Normal” where shopper behavior is permanently impacted. The key question is, where is your category on the adoption curve? The gap between Food & Beverage and non-food CPG products will potentially close in the future.
Just as important as the amount and rate of growth for eCommerce, understanding the source of growth will be crucial in managing your business. Are online sales incremental or are they cannibalizing sales from brick and mortar? If so, is one channel or retailer disproportionately impacted?
Click here to view a recent newsletter outlining solutions developed to understand where your category is on the adoption curve and eComm opportunities for your brand.
To learn more, contact Leslie Downie.
*Coresight Research U.S. Online Grocery Survey 2020: https://coresight.com/research/us-online-grocery-survey-2020-many-more-shoppers-buying-more-categories-from-more-retailers/
**Thinking about your online shopping experiences for groceries…when did you first start shopping online for groceries? (December 2019 n=755 primary grocery shoppers age 18-64, March 2020 n=1,609 primary grocery shoppers age 18-64)