Online grocery sales jump to take 13.1% of market share

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Online grocery sales have jumped to take 13.1% of total UK market share throughout January 2022, up from 11.3% in December 2021 and the highest since July 2021.

According to the latest data from NielsenIQ, the boost in online grocery figures comes while physical supermarket sales have continued to fall (with total till sales down by 2.9% over the last four weeks).

The research revealed that, although there were significantly fewer online shopping occasions than last January (a drop of 14%) , online grocery shopping remains popular with consumers despite the easing of Covid restrictions.

Read more: “Online grocery is here to stay” claims Ocado boss, despite 12% drop in annual earnings 

The online grocery market remains “remarkably solid” against a peak of 16.1% in January 2021, with UK grocery shoppers continuing to “adopt an omnichannel mindset”, with January 2022 accounting for the highest share of sales since July 2021.

“Our latest data shows a continued resilience in online grocery shopping and rising sales at convenience stores in recent weeks,” commented NielsenIQ’s UK head of retailer and business insight, Mike Watkins.

“This suggests that shoppers are continuing to adopt omnichannel shopping habits, now that all remaining restrictions are lifted.

“January is also traditionally a month where shoppers are keen to keep household costs low, and along with the added convenience of online shopping, consumers have the opportunity to shop savvy by editing previous shopping lists, searching for lower cost alternatives, and managing the total ‘checkout’ spend if they are looking to economise when shopping for groceries online.”

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