What is the state of shoppers' grocery and delivery preferences?
While the majority of Americans go to the grocery store at least once a week, evolving consumer behaviors suggest the status quo of in-store shopping won’t be good enough for long. This finding comes from Alphabet’s drone delivery unit Wing, which released a new report revealing the state of shoppers’ grocery and delivery preferences.
In a survey of 5,000 shoppers, Wing found that consumer habits indicate a clear demand for affordable, fast delivery and a growing expectation for ultra-fast fulfillment (delivery within 30 minutes or less), especially among Gen Z and millennials.
[Read more: Walmart expands drone delivery via partnership with Wing]
Key takeaways from the report:
- 50% of Americans are getting their groceries delivered at least once a week.
- Shoppers are frustrated with the in-person store experience: 82% of shoppers name crowds, long lines and unavailable inventory as the biggest pain points. 62% say they have to go back to the store to get ingredients they missed or forgot.
- The biggest pain points when getting groceries delivered are expensive pricing (37%) and unavailable products (20%).
- There's a discrepancy between how we currently shop for groceries and how we actually want to shop: 60% of Americans shop in-store or pick up their orders because it’s faster to do so than current delivery methods—but 76% are willing to pay if their grocery orders are delivered within 30 minutes.
- An overwhelming majority (84%) of respondents expect online grocery orders to be delivered within the same day—and 30% want it within the hour.
- A delivery inflection point is soon approaching. The report found that speed is crucial to converting delivery-curious shoppers into delivery-diehards: 81% of consumers want the option to receive their orders within 30 minutes or less. Ultra-fast fulfillment is especially appealing to Gen Z and millennial shoppers, of which 61% order grocery delivery at least once a week.
- But the impulse for instant gratification isn’t limited to younger generations. Traditional delivery services leave much to be desired, and shoppers of all ages recognize that. That’s why 58% of respondents are eager to use “fast mile” drone delivery for their grocery needs.
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