Shoppers check out supermarket deals on internet

More shoppers are using the internet to find out which supermarkets are cheaper before choosing where to shop.

Almost a third of shoppers (30%), which is up from just 6% in 2010, said they use the internet to look for the best food and grocery deals.

The information, which came from the latest IGD ShopperVista research, also showed that the proportion of consumers checking online first was higher (41%) among 18- to 24-year-olds, while 48% of shoppers with children under five checked prices online before choosing a supermarket.

Meanwhile, IGD information also showed that more shoppers were gaining inspiration for meals through technology, 47% of whom said they looked recipes up online and 23% said they watched food channels on their mobile, tablet or computer.

Consumers are also looking to the future in their mission to save money on food and 32% of those in IGD’s research said they would like to be alerted to deals on their mobile when passing a food store.

Technology became the overall answer for consumers looking to save money and time, with 74% saying it saved them time and 69% saying it saved them money, while 49% said it helped them to follow a healthier diet.

IGD chief executive Joanne Denney-Finch said the results showed online retailing in food and consumer goods were growing at a “phenomenal rate”. She said technology was empowering people and 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.”

Denney-Finch said IGD had predicted online grocery to continue performing well in the UK and said it would double in size to be worth £14.6bn by 2018.

She said: “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.”


My Account


Most read


For the third year running, a grain fed cow won the World Steak Challenge. What do you think produces the best beef?