Food trends – The Digital shopper
Consumers are constantly connected. The mass adoption of smartphones, tablets and social media result in an always switched-on culture. We cook along to recipe videos on YouTube; we order our weekly shop from the sofa and use phones to compare prices whilst in store.
Technology and the online world are influencing our shopping – we go online for inspiration on what to cook and eat; the web is the go-to place for product information and is increasingly where we buy our groceries. Almost half of UK consumers shop online for groceries today with younger shoppers more likely to choose online over in-store.
For brands, it is crucial to understand how consumers are using online anytime and any place to buy their groceries, and to ensure that their products are front-of-mind and interest is converted into sales.
Over half of people say they have searched online for recipes or ideas on what to eat.
Instagram as well as other social media channels inspire people and drive trends – think avocado on toast with nearly half a million tagged posts. One in five Brits have shared a photo of food on social media or with friends in the last month (according to the Waitrose Food & Drink Report 2016)
The impact of bloggers, vloggers and other influencers is significant with 20% saying they would take advice from them about a product – this rises to 34% among the under 35s. Once in the kitchen, we turn to YouTube and other video sites to find and follow recipes.
People will follow brands they like on social media and say they will buy a product as a result of seeing a social media post. Brands must engage with all social media channels including creating video content and remember to include direct calls to action to shop now.
2. Product information – The web is the go-to place for product information and comparison.
61% searched for a product online, but for brands and retailers, this creates a challenge as shoppers flip between sites comparing prices and availability.
Price is the priority but other factors hold sway, including access to detailed product information and ingredient labels with 25% of online shoppers saying lack of details drove them to shop elsewhere.
Brands must optimise how products appear online especially on a small mobile screen – shoppers expect larger images, close-ups, 360-degree views (if relevant) and engaging and informative copy with all the facts they’d expect to find when picking a pack up in-store.
Online grocery is set to top £11bn sales in 2017 as more shoppers turn away from the weekly supermarket trip. But how we shop online is shifting too, away from desktop to mobile, with 40% of all grocery purchases made online in the UK being via mobile phones. Consumers are now more comfortable with mobile commerce as conversion rates improve and basket values increase.
Shoppers enjoy the convenience of online grocery shopping. Click and Collect is one of the major drivers in the growing online grocery market along with more flexible delivery slots.
Consumers typically shop from archived baskets or use auto re-ordering. This makes it difficult for new products and brands to get seen, making it important for brands to support their products online to ensure greater visibility. Using paid search, sponsorship or cross-selling on retail sites can draw attention to products on the crowded online shelf, where shoppers otherwise have a very narrow field of view.
With all this in mind we’ve pulled together a handy Infographic just for you, you’ll be amazed at some of the insights!
What do you make of our findings?