The main reason more people aren’t buying their groceries online is that they enjoy going to a physical store.
Among the 71 percent of consumers who say they haven’t bought groceries online in the past three months, 48 percent say the main reason they haven’t is that they like shopping in person, according to the Bellevue, Washington-based Hartman Group’s “Food Shopping in America 2017” report.
“Providing food for the household is an expression of love, care and nurturance for self and others,” says Laurie Demeritt, CEO of The Hartman Group. “It is because of this that for many consumers, shopping for groceries is something much more than a chore — it is an act of love.”
Online grocery shopping has increased in recent years, however, according to Hartman. Twenty-nine percent of consumers ordered online in the past three months, up from 23 percent in 2014 and 18 percent in 2012.
But brick-and-mortar remains the overwhelming No. 1 grocery choice, with 86 percent having opted for it in the past 30 days, according to the study.