MyWebGrocer Grocery eCommerce Indexes Highlight Ample Opportunity to Boost Online Sales Across CPG Categories

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Leading grocery and CPG eCommerce provider releases first round of report series with insights into consumer purchasing patterns across beverage, frozen foods, dairy, and sweets and snacks categories

MyWebGrocer, the leading provider of eCommerce and digital marketing solutions to the grocery and consumer packaged goods (CPG) industries, released today a compilation of grocery eCommerce indexes for the following categories: beverages, frozen foods, dairy products, and sweets and snacks.

Utilizing MyWebGrocer’s deep access to first-party data from millions of online grocery transactions running through the company’s Digital Experience Platform installations at major retailers, the research provides comprehensive insights into how consumers are actually shopping for groceries today, not just how they are forecasted to spend. While each individual index highlights unique shopping habits in specific categories, the overarching trend of the data across the board reveals that more consumers are going online to make grocery purchases.

Key findings include:
●    Beverage — With beverages being included in 79 percent of online grocery orders, the industry is contributing immensely to the remarkable growth of eCommerce grocery sales. Considering that almost 1 in 5 online carts do not contain beverages, there is ample opportunity to boost sales in this category.

●    Frozen foods — While total market sales of frozen products climbed only 0.8 percent in 2015, online sales soared 18 percent. In fact, the frozen category online is 13 percent bigger in terms of total basket share than the category in store. Frozen is the fourth largest food category online.

●    Dairy — Online dairy sales are growing faster than in the overall dairy market. In 2015, online dairy sales grew at double-digit rates. In addition, dairy products were included in 93 percent of all online carts, accounting for 15 percent of eCommerce sales in 2015. For dairy brands eager to boost their sales above single-digit industry averages, engaging online grocery shoppers is critical.

●    Sweets and Snacks — Included in 77 percent of online grocery orders, sweets and snacks are the fifth most popular food category purchased online. Sales in this category grew an impressive 15 percent in 2015. Growth in sales for products such as vegetable snacks (24 percent) and meat snacks (23 percent) also indicate that consumers are expanding the variety of snacks they purchase online, revealing that the overall opportunities within this category will likely remain strong.

“This data proves that there is significant opportunity for CPG manufacturers with brands in these categories to engage shoppers online,” said Michelle Cote, VP of Data & Insights at MyWebGrocer. “The spending patterns are evident and the digital medium enables rich engagement and storytelling opportunities. Now is the time for brands to start ramping up their digital advertising investments.”

MyWebGrocer’s contextual advertising network – embedded directly into a grocers digital channel– allows CPG brands to reach shoppers while they are in purchasing mode, on the largest and most powerful digital grocery platform. Leveraging first-party data, brands can target shoppers with the most relevant content and activate at the digital shelf. Closed loop reporting proves ad effectiveness and helps brands plan for future success with actionable insights.

Click here to download the full reports from the MyWebGrocer Grocery eCommerce Index Series.

About MyWebGrocer
MyWebGrocer offers the only complete Digital Experience Platform for grocers and Consumer Packaged Goods brands. The platform powers every interaction to attract, engage, transact with and retain grocery shoppers through digital offerings ranging from planning and shopping platforms to mobile and social tools. The company also offers opportunities for consumer packaged goods brands looking to reach consumers with relevant advertising, promotions and offers throughout their grocery path to purchase. Founded in 1999, MyWebGrocer manages digital solutions for more than 130 retailers across the globe, representing more than 10,000 stores, and 500+ major consumer packaged goods brands. For more information, please visit, and connect with us on LinkedIn and Twitter.

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Nausheen Farishta
Walker Sands Communications

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Nausheen Farishta
Walker Sands Communications
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