TWC Trends helps our clients to understand what’s happening in wholesale – and importantly, why it’s happening. Our Autumn Edition 2021 is based on the sentiments of 1,000 consumers across the UK and part two of this research unpicks the ‘online explosion’.
Online grocery is no longer limited to the ‘big shop’ – 38% of those buying groceries online say they use the channel for top ups and this is particularly true for younger shoppers. Furthermore 30% of consumers have shopped somewhere other than a supermarket website for online groceries. Together these facts suggest that Amazon is very much a sleeping giant in grocery.
Meanwhile, our research identifies online ordering ‘must haves’, with personalisation coming in second place, reflecting the increasing importance of data to understand consumer behaviour and using this to make recommendations which in turn can drive upsell.
