Marketers are tracking general and post-purchase online conversations to enhance the space of online grocery shopping.
Audiences are increasingly taking to shopping for groceries online, especially post the pandemic. Additionally, online grocery shopping increased across age groups. 78% of Gen Z, 88% of millennials, and 36% of boomers shop groceries online occasionally.
Food brands are responding with innovative solutions to introduce new products and replicate the brick-and-mortar experience digitally. For example, food brands have for long relied on in-store sampling to market new launches. Food marketers are now bundling several complementary products in sample packs for ecommerce consumers.
Brands are also collaborating with ecommerce meal kit companies to include samples and coupons in shipments to familiarise customers with diverse cuisines. Similarly, marketers are replicating the in-store experience of browsing through food aisles via digital shelves on ecommerce sites for similar product discovery.
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[3 minute read]