Women and Online Grocery industry

Women dominate the e-retail marketplace and online grocery shopping segment is no different. Although women have moved to various significant positions both socially and economically they still invest far more time in the kitchen and thereby grocery shopping compared to their male counterparts. Continuing the trend women contribute a sizeable share of 58% to the online grocery shopping segment which is witnessing a year on year rise.

Women online grocery shoppers have increased overall across all age groups, income levels and regions. The reason behind this amplification is obvious; traditionally women don various roles and are seeking a much needed respite from the weekly in-store grocery shopping trip. Millennial women enjoy spending quality time with family and friends a little more than in-store grocery shopping or so the trends suggest.

A Texas entrepreneurial venture – Burpy.com , an online grocery delivery service app, that provides doorstep grocery delivery in Houston, Dallas, San Antonio and Austin shared some interesting trends and insights regarding women online grocery shoppers:

Doorstep and same day grocery delivery (convenience) are the two biggest reasons why women prefer online grocery shopping and are willing to pay a premium.

Since, two-thirds of females are the primary grocery shoppers in their households, their average basket size is insanely higher than that of men.

Non- perishable items such as packaged and frozen food , baby food, etc., enjoys high demand from this segment.

The most preferred online grocery stores/ retail brands for women include Kroger, Walmart, Whole Foods, H-E-B grocery delivery and Central Market

Most women prefer their smart devices for online grocery shopping over the web.

Women seek a more personalized online grocery shopping experience than men.

While the practice of buying groceries online is growing in popularity (expected to grow at the robust rate of 15-18% over the course of the next decade) contribution of women can’t be ignored to this segment. Since, women seek a more personalized shopping experience even when it’s online and are more inclined towards brand affinity it will be interesting to see how appropriately online grocery delivery apps and large scale retail eCommerce platforms meet this prerequisite.