78% of Americans question the freshness of food bought online
While online shopping is almost universal in the United States, more than half (53%) of Americans are concerned about the safety of products bought online, according to new research from Mintel.
While online shopping is almost universal in the United States, more than half (53%) of Americans are concerned about the safety of products bought online, according to new research from Mintel. And although young Americans have been brought up as digital natives, Mintel reveals that these consumers are exercising the greatest caution when shopping online, with 63% of those aged 18–24 expressing concern about online product safety.
But it’s not just product safety that is worrying shoppers, as 78% consumers are concerned about the freshness of food products they buy online. While online grocery shopping has been on the rise, it appears that freshness is a significant barrier as just 10% of Americans say they buy fresh produce, meat, poultry, and/or fish online.
While consumers are spending more time and money online, trust remains a barrier for online retailers, particularly for younger consumers. Some 14% of all online food and drink consumers cite trust as an issue that has prevented them from adding a product to an online shopping cart, with this number rising to 17% of those aged 18–34.
It’s no secret that many consumers go online looking for a good deal. In fact, saving money (56%) is the top reason Americans say they buy food or drink products online. Rounding out the list of the top reasons to shop for food and drink online are saving time (46%), finding a specific item (45%), and avoiding the store (42%).
Across the U.S., women (48%) are more likely than men (37%) to buy a food or drink product online so they can avoid going to the store. And it seems that moms are also appreciating the convenience of online grocery shopping as they are the most likely group overall to purchase food and drinks online in order to avoid the store (52%). Moms are also the most likely to say they purchase food and drinks online to save time (56%).
“Retailers and brands don’t always have to offer the lowest price in order to get shoppers to buy online, rather than in-store. Offering specific products or selling consumers on the fact that buying online allows them to avoid a trip to the store, and ultimately saving them time, could be enough to win business. Reordering options such as Amazon’s ‘Subscribe and Save’ program can appeal to busy women, and moms in particular, who seek the convenience of replenishing regularly-purchased items online, and are looking for an option that saves them from running the risk of missing out on an essential item by rushing through grocery shopping,” said Matt Lindner, Senior eCommerce Analyst at Mintel.