Online grocery shopping just an “appealing idea” for most Australians, Roy Morgan Research

Posted by AFN Staff Writers on 7th December 2016

A Roy Morgan Research study into online grocery shopping habits has found for most Australians using the internet to order everyday needs is just an “appealing idea” that they don’t actually participate it.

Roy Morgan Research found that in the 12 months to June 2015, 26 per cent of Australian grocery buyers agreed with the statement “I’d consider doing some of my grocery shopping on the Internet in the next 12 months.”

Within that 12-month period however, only 3 per cent of Australian grocery buyers shopped online.

Grocery shopping online: it’s still not happening



Source: Roy Morgan Single Source (Australia), July 2014-June 2015 (n=12,923) and July 2015-June 2016 (n=12,110). Base: Australians 14+ who are grocery buyers

Roy Morgan Research said the 3 per cent of online grocery shoppers is an increase on the 1.4 per cent that shopped online in 2011, but the research company says “it’s unlikely there will be a mass exodus to online grocery shopping any time soon.”

Online grocery shopping numbers of consumers who mainly or sometimes buy groceries via the Internet, or have done so in last 4 weeks


Source: Roy Morgan Single Source (Australia), October 2015-September 2016, n=11,984. NB: Aussie Farmers Direct measured since July 2016


Niche players

Roy Morgan Research said 106, 000 Australians have brought groceries online within the last four weeks from independent online retailers such as GroceryRun and Indo-Asian Grocery Store.

Michele Levine, Chief Executive Officer of Roy Morgan Research, said their overall findings speaks volumes about the state of online grocery shopping in Australia.

“While consumers are clearly not opposed to the idea, they seem to be having trouble putting it into practice,” Levine said.

“One of the great things about online shopping in general is its convenience, but when it comes to groceries, this isn’t necessarily the case. What with all the scrolling, searching for products by key words rather than spotting them on the shelves, being organised enough so you know exactly what you want rather than grabbing items as you see them, it can be quite a challenge!” she stated.