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Huge growth in shoppers hunting online for best grocery deals

Latest figures by IGD ShopperVista reveal that almost a third of shoppers (30%) - up from 6% in 2010 - are using the internet before they go shopping to find which stores are offering the best food and grocery deals.  

The proportion of such savvy ‘online cherry pickers’ rises to 41% in 18-24 year olds, and almost half (48%) in shoppers with children under five.

IGD Shoppervista research also found that:

  • Shoppers are using technology to inspire them for meal ideas with almost half  (47%) saying they are already looking up recipes online and 23% watching food channels using their mobile, tablet or computer
  • Getting the best value for money continues to be important for shoppers. A third of (32%) say they would like to be alerted to deals on their mobile phone when passing a food and grocery store
  • One fifth (19%) of shoppers are already using price comparison sites for their grocery shopping
  • When using technology for their grocery shopping, 74% of shoppers say it saves them time; 69% say it saves them money and 49% say it helps them follow a healthier diet

Joanne Denney-Finch, chief executive, IGD comments: “Online retailing in food and consumer goods is growing at a phenomenal rate. Technology is empowering people, fundamentally changing the way they buy groceries. Since the start of the recession, shoppers have become much more savvy, regularly hunting around for the best deals. These behaviours have now become much more established and an everyday norm for many shoppers. Technology is making it even easier for people to do this online, saving time before setting out on their journey.

“Shoppers are also becoming much more enthusiastic about using technology for their food and grocery shopping, whether it’s searching for recipes, watching food programmes online, cherry picking deals or ordering their weekly shop. In fact, we predict that online grocery retailing will continue to accelerate at rapid pace in the UK and double in size to be worth £14.6bn by 2018 from its current value of £6.5bn.

“This presents itself as a huge opportunity for the food and consumer goods industry, and companies that are looking to grow their online capabilities need to ensure they continue to put shoppers at the heart of everything they do.”




Notes to editors:

  • IGD is a research and training charity that helps the food and consumer goods industry deliver a secure and sustainable future
  • Research in this press release was conducted in October 2013 among 1,054 British grocery shoppers


For more information:

Contact the IGD communications team by email on

Jon Neal, head of communications, IGD                  T: +44 (0)1923 851916           M: +44 (0)7770 640448          

Meeta Darji, senior communications officer, IGD    T: +44 (0)1923 851935           M: +44 (0) 7590 230455

Krishan Rama, senior communications officer, IGD                T: +44 (0)1923 851924          M: +44 (0)7889 010262

Channel Focus is the new subscription service from ShopperVista, designed to give you detailed understanding of shopper attitudes in three high-growth channels: convenience, online and discount.

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IGD’s shopper insight team look after this feed, bringing you the latest news and research about food and grocery shoppers in the UK. They also provide facts and figures relating to items in the news, and let you know about new releases from IGD.