AUSSIE HOUSEHOLDS GROWING IN CONFIDENCE MAKING FRESH ONLINE PURCHASES

 In Australia

The continued growth of the grocery e-commerce channel is undeniable with 403K new households adopting online shopping. Australians are overcoming online barriers of physical inspection and doubts about quality and accuracy. In the past 12 months there was a 22.9% increase in new grocery online shoppers, as well as a small increases in spend per trip. In fact, the average household purchased online on 6.7 occasions over the last 12 months, and with the average online transaction of $107.85, up from $104.65 last year.
One category breaking barriers to online grocery shopping is fresh produce. While fresh produce is the slowest growing category online, only growing at 14.5% since last year, there are now 293K more households purchasing online than a year ago. Much of the growth in fresh produce online can be attributed to the growing popularity of fresh convenience produce (45.2% value online) and fresh fruit (7.8% value online) and fresh salad produce (75.1% value online). These three categories account for 66.7% of fresh produce department value growth online in the last year. Nielsen – Read more…

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