U.S. shoppers are buying significantly more seafood online compared to last year, according to a new consumer report.
Consumers’ online purchasing of fresh seafood soared by 46 percent this year compared to 2017, according to Retail Feedback Group’s study of 760 Americans who shopped online for food and groceries in the past 30 days.
While only 19 percent of respondents say they purchased seafood online, it is clear that many more consumers are comfortable with doing so, the report found.
“The willingness to purchase fresh items in higher frequencies than last year illustrates that providers are improving in their ability to overcome objections that historically have been limiters in these areas,” said Brian Numainville, a principal at RFG, in a statement. “While there is still room for growth, this finding provides encouraging news for retailers and others offering online food shopping services."
Other perishables also realized a significant increase in online purchases in the past year. Shoppers purchased 40 percent more meat, 50 percent more deli meat and cheeses, 50 percent more produce, and 27 percent more prepared food and meals, according to the study.
Amazon was rated highest by online shoppers in terms of overall satisfaction when ordering food and groceries online. Walmart was rated the second best, followed by supermarkets and food stores.
Instacart was responsible for handling approximately one-third of food orders placed by 57 percent of shoppers who said they received deliveries in 2018, according to RFG. Shoppers who had orders filled by Instacart rated all five ordering factors and most fulfillment factors higher than online shoppers across all supermarket/food store categories, RFG said.
"Clearly Amazon, Walmart, and Instacart are taking advantage of both their experience in the space, and the capital they continually invest, in improving the online grocery ordering and fulfillment experience. Supermarkets and food stores operating e-commerce on their own, or through a third-party platform, should take note of Instacart's scores and ensure their service provides an experience at the same or higher level,” said Doug Madenberg, a principal at RFG.
Online fresh seafood sales are expected to continue growing, RFG said. Additionally, about half of online shoppers plan to purchase grocery items more often in the coming year, the surveyor found.
