Over 2,000 residents from all over the UK were surveyed, and results showed a huge market gap for technological assistance for grocery apps. Reducing food waste is becoming a priority for shoppers (22 percent)—beating those concerned on getting help with in-store navigation, diet and health information, sourcing product information and quick deliveries.
The two main reasons respondents want apps to help them in grocery shopping is to find the cheapest deals, and to help reduce food wastage. With the rise of awareness of the detrimental environmental impacts from food wastage, shoppers want to play a part in reducing waste.
“Technologies that might be useful to shoppers in the future could be smart home devices which could help with meal inspiration and planning, and in-store opportunities might include technology that helps speed up the checkout and payment process,” said Vanessa Henry, shopper insight manager.
The survey revealed that reducing food wastage has a higher priority for younger shoppers (18-25 year olds), with nearly a third wanting to use apps this purpose, compared to just 17 percent of shoppers aged 65 and above, who are willing to do so. Families with children under five years are also more likely to want to use technology to reduce food waste (29 percent), when compared to shoppers with no children under 18 (20 percent).
The majority of shoppers (more than 80 percent) would like technology to help them with their food and grocery shopping in the future. Consumers want apps that allow for intuitive shopping lists where they feel technology is helping them, and more than 50 percent of shoppers want apps that help them find the best deals on products.
“While it’s encouraging to see that the use of technology and digital tools is becoming established ahead of a store visit, particularly when shoppers are planning their shopping or looking for inspiration, there is a real opportunity to harness new innovations and data in driving shopper loyalty for retailers,” said Ms Henry. “Shoppers are clearly not shy to advancements in technology in food and grocery, and with the growing demand for progression in this area we look forward to seeing how retailers will continue to rise to this challenge.”
The survey highlights opportunity for the grocery industry to further utilise technology to engage their customers. However, consumer satisfaction with the apps on the market has to high or the apps would be short-lived.