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While ecommerce is gaining share in a number of industries, brick-and-mortar still gets 97 percent of all CPG dollars being spent, new research from Jacksonville, Fla.-based Acosta Sales & Marketing shows. And even though a growing number of shoppers (28 percent currently) prefer to purchase groceries online regularly, physical stores still have an edge in certain areas – the biggest being fresh foods.
Trends show that while dry groceries, nonfoods, HBC and general merchandise show the percent of dollars sold online as 1.8 percent, 3.5 percent, 5.9 percent and 15.4 percent, respectively, in 2016 versus 2015, categories such as dairy, meat, produce and deli show minimal or no online presence whatsoever.
“While online sales have grown — specifically in dry goods categories, nonfoods, and health and beauty care — brick-and-mortar retail continues to be preferred when grocery shoppers want to personally select their produce and when they seek fresh meats, cheeses and other chilled categories,” noted “Bricks & Clicks – Understanding the Omni Channel Landscape.”
Additional reasons for shopping physical stores, respondents said, include using coupons and incentives, satisfying immediate needs, convenience, and to experience new and innovative products. Trial also matters, with 27 percent of Millennials who shop for groceries online listing sampling foods as a reason to shop in person.