Brand perception of Australian online grocery providers

Since the onset of the pandemic, the two leading Australian supermarkets, Coles and Woolworths, have been reaping the benefits of their acceptance of consumers’ desire to order online – and setting both their fellow in-store competitors and any online challengers a high bar. Meanwhile, discounter ALDI and bulk buy purveyors Costco have put pressure on the two incumbents by responding to Australians’ desire to buy in bulk and at lower prices.

When asked which providers they would like to see offer more online options, Australian consumers are particularly keen for more supermarkets and low-cost providers to be available online. Moreover, with food pricey in Australia and high delivery costs seen as an issue, consumers are looking for the best deal.

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Australian representative sample of 2,500 participants
We asked 2,500 consumers about their experiences and opinions of grocery shopping
Most important online shopping trends for 2022
The report provides all trends and backgrounds around food retailing and online grocery shopping
Brought to you by online shopping and research experts
Developed by e-commerce experts and executed with innovative real-time market research

About The Study

The Online Grocery Report from Spryker & Appinio examines how the pandemic has rapidly accelerated widespread online grocery adoption.

Answering the most important questions about Online Grocery

Valued at over 120 billion dollars, the Australian food and grocery sector continues to show strong signs of growth as it transitions further online. Read our comprehensive guide to get insights into the changing behavior and expectations of grocery shoppers.
How do Australians buy groceries? What are drivers, blockers, and use cases for online groceries? And what will it look like in two years? Get a deep understanding of real consumers’ needs and expectations.
1
Understanding online grocery potential
2
These are the hot brands 2022
Long dominated by two national brands, the Coles Group and the Woolworths Group, the Australian grocery retail industry is being challenged by new outsiders like Aldi. But how are they received, and when do customers buy from which brands? We asked them.
3
Implications for
e-commerce
Selling online is easy, creating an exciting online user experience is difficult. We examined the technological details behind the use of e-grocery services, and translated them into strategic business recommendations.

Half of Australian consumers (48%) are already doing some food shopping online, and almost 15% have switched to ordering most or all of their groceries on the internet.

The market for online grocery shopping is already large and growing exponentially.

Takeaways

Small bills are the exception - Online as the new normal, everyday life as a use case

Takeaways
Takeaways

Established in-store retailers like Coles (60%), Woolworths (55%) dominate the market for brand awareness for online grocery services. 

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The Online Grocery Report 2022 is based on a study run by real-time market research provider Appinio and digital commerce platform provider Spryker. It contains the most current data set on the use, brand perception and potential of online grocery shopping in Australia

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THE ONLINE GROCERY REPORT 2022

Australian Online Grocery Insights in 2022 and Beyond

Insights for practitioners based on an Australian representative study about customer buying behavior, brand perception, and the role of technology

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40% of online shoppers are spending A$100+ per week

Australian supermarkets which have prioritized the roll-out of online ordering have been rewarded with high rates of brand recognition.