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Online shoppers often disappointed by fresh

BY: Tom Karst | DATE: July 02, 2015
Consumers who buy fresh food online are often disappointed, according to a new survey of more than 1,100 online grocery shoppers.
The survey, conducted by organic online grocery service Door to Door Organics, polled consumers who have shopped online for groceries at least once in the previous 12 months, according to a news release.
Twenty-three percent said they don't buy fresh grocery products (produce, meat, fish and dairy ) online, according to the release. For those who do buy fresh produce and other fresh food online, 57% said they have been disappointed in the quality or freshness of those items at least once in the last year, according to the release. 
The survey found that 58% consumers would feel better about the quality of the fresh foods they buy online if they knew the products were recently picked or packaged. Just over half of consumers said they would be more comfortable if the fresh products were sourced from a local farm, according to the release, and 25% said they would feel more secure about the quality of fresh grocery products if they were purchasing from a specialty online grocer.
"Easing concerns about the quality and freshness of produce and other fresh grocery items has always been a top priority for online grocers, especially those like us who specialize in local and organic produce," Chad Arnold, CEO of Door to Door Organics, said in the release. "Selecting produce, for example, can be a very sensory-oriented experience - consumers like to touch, feel, smell and even taste their selections before purchasing. Online grocery shopping limits that initial sensory experience, so we do everything we can to ensure they experience that same satisfaction each time they open their Door to Door Organics delivery box."
The survey found that online shopping is increasing, with 54% of consumers responding they had increased online shopping in the past year, with less than 4% indicating the amount of online shopping has decreased. Forty-two percent reported their online food shopping remained about the same in the past year, according to the release.
Most consumers surveyed said they shop at three or more online or brick and mortar grocery stores each week, according to the survey, while 34% shop at two stores and just 13% shop at one brick and mortar or onlne grocery store.
Survey respondents said they valued their time at $56 per hour and reported it takes them an average of 69 minutes each week to shop for groceries, according to the release.
"It's becoming increasingly harder for consumers to find a 'one-stop-shop' that meets all their grocery shopping needs," Arnold said in release. "Today's grocery shopper appreciates variety, wants to have easy access to all kinds of produce and products, but also values convenience based on being busier than ever. This is one of the primary reasons why consumers are making online grocery shopping a more regular part of their week, and I don't expect that trend to turn downward anytime soon."

Link to full article:  http://www.produceretailer.com/news/online-shoppers-often-disappointed-fresh

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