Both Online and In-Store Grocery Shoppers Have an Appetite for Ratings and Reviews
90% of online grocery shoppers read ratings and reviews at least occasionally. This is up from 82% last year.
Top categories for which online grocery shoppers want to access reviews include personal care items (79%), home care items (72%), non-perishable packaged foods (49%), frozen foods (41%) and soft drinks (37%), among others.
81% of consumers are at least somewhat interested in accessing ratings and reviews while in a brick-and-mortar grocery store.
Ratings and Reviews Increase Shoppers’ Likelihood to Try a New Brand or Product
92% of shoppers are open to purchasing products they’ve never tried before, up from 83% last year.
83% of those purchasing germany phone number list grocery and CPG products online say they’re more likely to purchase a product they’ve never tried before if there are reviews from other customers.
When shopping in a brick-and-mortar store, 58% of consumers are more likely to purchase an unfamiliar grocery or CPG item if they’re able to read reviews first.
When the pandemic first hit and stay-at-home orders were put in place, the shopping habits of many consumers quickly shifted. Namely, they cut back on trips to brick-and-mortar stores and instead flocked online to purchase what they needed – including groceries.
As a result, online grocery, a category that has historically trailed behind other ecommerce categories, experienced explosive growth. According to eMarketer, in 2020, grocery ecommerce grew 54% year-over-year. And our own research early last year found that 73% of consumers had made a grocery or CPG purchase online, up from 17.