Americans Still Enjoy Grocery Shopping The Traditional Way, Not The Cyber Way

LOS ANGELES , November 19, 2014 () – These days, I shop online for things I used to buy directly from the stores. When I need new clothes? I shop online. Gifts for the holidays? I shop online. When I need a new book to read? I download it directly from my Kindle.

There’s one thing, however, that I don’t do online: Grocery shopping. There’s still something I enjoy about going to the market and seeing for myself the food I’m about to purchase. I like walking down the frozen food section or coming across new versions of peanut butter. To me, doing this type of shopping online would frankly be awkward.

Recent studies show I’m not the only American who feels this way. According to marketing and research firm Acosta, 54% of U.S. shoppers say they enjoy grocery shopping, up from 41% in 2011. Forty percent say they enjoy finding new products to try, 38% like looking for the best deals and 25% enjoy browsing.

Another study by Technomic is particularly interesting. According to its research, U.S. grocery shoppers--including the 25% who shop for groceries online--rate brick-and-mortar retailers significantly higher than online retailers on such attributes as perishables quality, convenience, shopping experience and price.

Online shopping is taking over in most areas. It’s more convenient. But grocery shopping is fighting off the trend. There’s still something about seeing food with your own eyes.

Nevin Barich is the Food and Beverage Analyst for Industry Intelligence. Email him here or follow him on Twitter here.

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