Online Grocery Shopping on the Rise

As the popularity of online shopping grows, consumers are exploring new digital shopping categories, including groceries, according to CouponCabin.com.

A recent online survey revealed that 15 percent of U.S. adults have shopped for groceries online, and an additional 19 percent said they don't currently, but plan to in the future.

The high cost of food may be a primary driver behind online grocery shopping, as 91 percent of U.S. adults indicate they are at least somewhat aware of rising food prices due to weather-related issues in 2012. In addition, 70 percent of U.S. adults who haven't shopped for groceries online said they would be at least somewhat likely to do so if online groceries were less expensive than buying them in the store. Eighteen percent said they would be very likely to do so.

"The combination of high food prices, busy families and easy Internet accessibility has led to an increased interest in online grocery shopping," said Jackie Warrick, senior savings advisor at CouponCabin.com. "Consumers have long bought items like apparel and electronics online. Now, they're seeking out ways to further take advantage of online shopping."

For some consumers, the desire for online groceries has yet to be met. In fact, nearly four-in-ten (39 percent) of U.S. adults wish their local grocery store offered a delivery service.

When asked what they believed to be the positive aspects of ordering groceries online, U.S. survey respondents selected the following:

• Saves time – 65 percent
• Less likely to impulse buy because consumers aren't tempted by in-store items – 56 percent
• Saves money sometimes because there are better prices – 41 percent
• Makes it easier to plan menus because shoppers can add items to their virtual "cart" throughout the week – 38 percent
• Can help shoppers eat healthier because they're not tempted to buy junk food – 36 percent
• Other positive aspects – 13 percent
• There aren't any positive aspects to ordering groceries online – 13 percent

When asked what they believed to be the negative aspects of ordering groceries online, U.S. survey respondents selected the following:

• It's difficult to select certain items without seeing them in person, such as produce or meat – 73 percent
• Consumers have to wait at home during a specific time window for the items to be delivered – 58 percent
• Not every item is available – 49 percent
• Can't use paper coupons – 46 percent
• More expensive – 40 percent
• Other negative aspects – 9 percent
• There aren't any negative aspects to ordering groceries online – 5 percent

The survey was conducted online within the U.S. by Harris Interactive on behalf of CouponCabin from Jan. 29 - 31, 2013, among 2,109 U.S. adults.