MyWebGrocer’s Grocery eCommerce Indexes Reveal Consumers’ Increasing Affinity for Purchasing Groceries Online

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Leading provider of grocery eCommerce releases second round of data series focused on consumer decision making in online purchases across pasta, sauce and grain, canned and packaged food, and breakfast categories

Online grocery sales are up 15 percent from the same time last year and continue to climb across all product categories.

MyWebGrocer, the leading provider of eCommerce and digital marketing solutions to the grocery and CPG industries, released today its second set of indexes for the following categories: pasta, sauce and grain, canned and packaged food, and breakfast. Earlier this year, MyWebGrocer released its first round of indexes, which revealed insights into purchases within the beverage, frozen foods, dairy, and sweets and snacks categories.

Based on data from $1 billion in annual online grocery transactions, occurring on MyWebGrocer’s Digital Experience Platform for grocers, the studies shed light on how consumers are shopping for these categories through the digital channel.

Key findings include:
Pasta, Sauce and Grain -- Nearly half (49 percent) of all online baskets include a pasta, sauce or grain product, up 19 percent since last year. This double-digit percentage gain reflects the growing preference among consumers to shop online for items in this category. In fact, online grocery shoppers are more likely (by 15 percent) to purchase pasta, sauce and grain products than are in-store shoppers.

Canned and Packaged Food -- Online grocery purchases of canned and packaged food products climbed 14 percent in the past year, alongside the 15 percent overall growth rate for online grocery sales. Nearly two-thirds (65 percent) of every online order placed in the past year contained a canned or packaged good. Shoppers are 18 percent more likely to purchase canned and packaged foods online than in store.

Breakfast -- Almost half (48 percent) of all online orders include a breakfast product. In fact, online grocery buyers are 30 percent more likely to purchase breakfast products than in-store customers, making it the third most popular category with eCommerce shoppers. What’s more, eCommerce shoppers actively seek decision-influencing information while shopping, whether through circulars (45 percent) product detail pages (73 percent) or browsing grocery categories (69 percent). This presents breakfast brands with plenty of opportunity to engage with shoppers to influence even greater sales.

“Our data continues to demonstrate that consumers are open to engaging with and shopping on digital mediums when making grocery purchases,” said Michelle Cote, VP of Data & Insights at MyWebGrocer. “CPG brands with products in the pasta, sauce and grain, canned and packaged food, and breakfast categories have a tremendous opportunity to engage and activate digital shoppers, and now is the time to act on that opportunity.”

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 CPG 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 CPG 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 CPG brands. For more information, please visit, and connect with us on LinkedIn and Twitter.

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Nausheen Farishta
Walker Sands Communications
+1 3129649112
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