Ratings and Reviews Increase Shoppers’ Likelihood to Try a New Brand or Product
92% of shoppers are open to purchasing products they’ve never tried before, up from 83% last year.
83% of those purchasing grocery and CPG products online say they’re more likely to purchase a product they’ve never tried before if there are reviews from other customers.
When shopping in a brick-and-mortar store, 58% of consumers are more likely to purchase an unfamiliar grocery or CPG item if they’re able to read reviews first.
The Pandemic Has Had a Lasting Impact on The Way We Shop for Groceries
When the pandemic first hit and stay-at-home orders were put in place, the shopping habits of many consumers quickly shifted. Namely, they cut back on trips to brick-and-mortar stores and instead flocked online to purchase what they needed – including groceries.
As a result, online grocery, a australia phone number list category that has historically trailed behind other ecommerce categories, experienced explosive growth. According to eMarketer, in 2020, grocery ecommerce grew 54% year-over-year. And our own research early last year found that 73% of consumers had made a grocery or CPG purchase online, up from 17% in 2017.
Today, we’re more than two years into the pandemic. Though Covid isn’t over, vaccines are now widely available. And many consumers have settled into their “new normal.”
But have grocery shopping behaviors regressed back to pre-pandemic times? Or have some of those new habits stuck?
Recently, we surveyed 11,162 U.S. consumers to understand where they’re shopping for groceries, how they’re navigating the purchase journey across channels, and what information they’re using to make informed purchase journeys.
In this report, we’ll explore the key findings from this survey. We’ll also discuss how grocery and CPG shopping behaviors and expectations vary based on demographics, as well as how habits have evolved in the past year since we last fielded a similar survey.
Consumers have many options when it comes to purchasing grocery and CPG items. Understanding the habits and expectations of these shoppers can empower you to refine your strategy to attract and convert more of them – wherever they opt to spend their grocery and CPG budgets.