Consumers In Control: Major Changes In Digital Grocery Shopping Expected

Western European consumers, like others around the globe, are adapting quickly to advances in digital technology and driving the spread of e-commerce. According to Nielsen, information is becoming integrated and easy to obtain, a trend that will become increasingly critical in sectors like online grocery retailing where e-commerce is still in its infancy. Two behaviors are emerging: consumers will demand an integrated off line-online-mobile grocery shopping experience that is convenient for them; and grocery shoppers will become even more price sensitive, using group purchasing power to drive down prices.