Coronavirus cements new online grocery buying habits

Brits are set to make a permanent multi-billion-pound shift to grocery shopping online once the coronavirus outbreak ends, according to research by Ensono.

The company surveyed 2,000 people and found that 22% of those who had never done any online grocery shopping before the coronavirus outbreak are now doing so.

The percentage of those doing at least half their food purchasing in this way will increase from just under 20% to just over 30%. The most significant changes to habits is seen in the 35-44 age bracket. Almost 4 in 10 from this age group plan to do at least half their grocery shopping online, an increase from just under a quarter before coronavirus.

58% of consumers agreed or strongly agreed that retailers had been quick to restock, with only 9% in disagreement. Moreover, just over 55% agreed or strongly agreed that the major supermarkets had done well to quickly hire more staff. One third of consumers trust them more because of their reaction to the coronavirus pandemic, and just 12% are less trusting.

Barney Taylor, Europe MD, Ensono, says: “The pandemic has seen grocers adjusting their operations to keep up with customer demand as buying habits have shifted. Demand for online delivery has risen dramatically. While this has put a huge strain on inventory and payroll management, the major grocers have been resilient, and this is already reflected in positive changes in public perception.”

“Shoppers are impressed with the customer experience they are receiving and mainframe – the workhorse for many grocers – has played an integral role so far in providing reliability and stability.”

“Long-term, grocery shopping behaviours won’t return to their pre-coronavirus ‘normal’. New online grocery buying habits have become cemented, and business as usual has changed for good. For grocers, the need to innovate and transform to achieve a great online customer experience is now even more of a priority,” he concludes.