What you need to know
Even as grocery ecommerce grows, online purchase incidence remains low in most major fresh food categories. However, overcoming barriers to buying fresh foods online may represent the key to keeping online grocery sales overall on a growth track. The biggest challenge may be shoppers’ generally positive view of shopping for fresh foods in-store.
Definition
Fresh foods, as defined for this Report, includes food categories traditionally found along the interior perimeter walls of supermarkets, grocery stores and most supercenters. This Report explores consumer attitudes and behaviors toward purchasing these items online.
Fresh refrigerated meat, poultry and fish/seafood
Fresh produce: Fresh fruits and vegetables, including bagged salads and pre-cut vegetables
Milk, dairy, eggs: Fresh dairy and non-dairy milk, cream; butter; fresh eggs
Baked goods including breads/rolls and cakes/pies/desserts
Deli/prepared foods: Deli meat and cheese and freshly prepared foods such as entrées, sandwiches, appetizers, salads, sides, trays, dips, desserts, soups and spreads
