Nielsen's Online Grocery - Bangalore PDF

WORLD OF THE
ONLINE GROCERY SHOPPER

WHO, WHAT, WHY , HOW , WHERE
Nielsen Online, India
December 2015
ECOMMERCE GOING STRONG
ht 2014 The Nielsen Company. Confidential and proprietary.
Different reasons, Different offerings but the channel is bridging the gap
MORE THAN ONE-THIRD (37%) OF ASIA-PACIFIC RESPONDENTS, AND EVEN MORE IN

CHINA (46%), SAY THEY USE AN ONLINE ORDERING AND DELIVERY SERVICE.
ADOPTION LEVELS FOR ONLINE AUTOMATIC SUBSCRIPTIONS ARE ALSO PARTICULARLY
HIGH IN THIS REGION (22%)
WILLINGNESS TO USE DIGITAL RETAILING OPTIONS IN THE FUTURE

IS HIGHEST IN THE DEVELOPING MARKETS IN THE ASIA-PACIFIC
(60% ON AVERAGE), LATIN AMERICA (60%) AND AFRICA/MIDDLE EAST REGIONS (59%)
THE IMPLICATION:
Need to understand what is working for the Grocery E-Commerce players and
what are the barriers. How can the Etailers best utilize the online space? What
categories can be leveraged by the manufacturers for this channel? What is
clicking with the Grocery Online Shopper?
Source : Nielsens Global Online Grocery Report Q315
METHODOLOGY & SAMPLE SPECIFICATIONS
RESEARCH DESIGN COMPONENTS

1st Round
of Online
Survey
Step by Step
Methodology
For the Category Penetration Study

Overall Etailing
2nd Round
of Online
Survey
Smartph
one
Solutions
For Understanding the Online

Grocery Shoppers
Reach & Profile of Grocery Shopper

on Smartphone
RESEARCH DESIGN COMPONENTS

The online survey was administered via access panel these are a group of people, who have opted to be
part of a panel where surveys can be administered

Nielsen works with globally accredited panel partners and stringent quality measures are implemented by
both Nielsen and its partners to ensure best response quality
Fieldwork Duration :
Category Penetration:1st Oct - 16th Oct 2015
Grocery Category:23rd Oct 27th Oct 2015
Grocery sample achieved in Category Penetration:697
Copyright 2012 The Nielsen Company. Confidential and proprietary.
SCOPE OF THE STUDY

TARGET GROUP AND QUOTA
SEC A /B
Active Internet User Uses internet at least once a week either for personal use or work
Online Shopper Purchased a category online at least once in the last 6 months
Grocery/Daily Consumables Purchased the category at least once in the last 6 months
Data is weighted on Center and Gender cuts
SAMPLE SIZE ACHIEVED

Centre
Mumbai
Delhi
Achieved
201
203
Bangalore Hyderabad Ahmedabad Chennai

192
136
152
150
Kolkata
Pune
Total
124
150
1308
CATEGORIES COVERED
Men's clothes
Womens clothes
Kids clothes
Mens footwear
Women's footwear
Kids footwear
Watch
Sunglass/ Spectacle
Bag/belt/wallet
Jewellery
Item for home
Electronic items for

Household/ Kitchen
Mobile/ Tablet
Mobile phone/ Tablet
accessories
Laptop/Computer
Computer accessories
Laptop/Computer
Games
Camera
Camera accessories
Apparel
Electronics
CATEGORIES (PART OF CATEGORY PENETRATION)
Kitchen item
Home Decoration
item
Home Furnishing item
Furniture
Lamps and lighting
option
Tools/ Hardware and
Sanitary
Toys or games
Kids accessories
Kid's clothes
Kid's footwear
Services
Toys & Kids Apparel
CATEGORIES (PART OF CATEGORY PENETRATION)
Train/ Flight/ Bus

ticket
Movie/
event/play/show
ticket
Hotel/restaurant
booking
Membership/ one
time use
subscription of
gym/spa etc.
Detergents/Powders/
Bars
Utensil Cleaners
Glass Cleaners
Toilet & Floor
Cleaners
Cockroach Repellant
Mosquito Repellant
Pre-Post Wash
Products
Antiseptic Liquids
Condoms
Contraceptives
Women's
Hygiene(Sanitary
Napkins)
Condoms
Contraceptives
Women's
Hygiene(Sanitary
Napkins)
Bathing Soaps
Face Wash
Handwash
Shower Gels/Bodywash
Skin Creams & Lotions
Hair Oils
Hair Dyes
Shampoo
Hair Conditioners
Edible Oils
Packaged Atta
All Iodised Salt
Packaged Rice
Olive Oil
Perfumes
Deodorants
Toothpaste
Shaving Preparations Razor, Blades, Gels
After Shave Lotions
Cosmetics - Kajal,
Liner, Nailcolor,
Lipstick
Milk Powders
Butter
Margarine
Cheese
Eggs
Bread
Dairy
Tea
Coffee
Soft Drinks
Juices
Squashes &
Cordials
Packaged
Drinking Water
Staples
Bev. & Syrups
Baby Foods
Diapers
Baby Soaps &
Shampoo
Baby Oils /
Massage Oils
Wipes
Personal Care
Processed Food
Frozen Non
Veg
Ice Cream
Biscuits
Salty Snacks
Ketchups/Sauces
Breakfast Cereals
Health Food Drinks
Sugar Substitute
Chocolate
Instant Noodles
Healthcare
HH Supplies
Frozen Food
Frozen Veg
Baby Care
CATEGORIES(PART OF GROCERY/DAILY CONSUMABLES SURVEY)
Fruits & Vegetables

International
Gourmet
10
THIS DOCUMENT COVERS THE

ONLINE GROCERY/DAILY CONSUMABLES
REPORT
(ONLINE SURVEY + SMARTPHONE ANALYTICS)
TABLE OF CONTENTS
1
Grocery Penetration
Who are the Online Grocery Shoppers?
What are they Shopping?
How are they Shopping?
Where are they Shopping?
Beyond the Obvious Consumer Sentiment
Brand Sketches
8
9c
Category Summary
Summary & Recommendations
10
Smartphone Analytics
12
GROCERY PENETRATION
GROCERY PENETRATION
Among the online shoppers 33% purchased grocery items online while 37% of people
intend to buy any grocery item in next 3 months
Users
33%
Online grocery
penetration
Source Nielsens Online Category Penetration Report , Base : 2112. Shopped online in last 6M
Intenders
37%
14
Among Online Shoppers
LAY OF THE LAND : BY CATEGORY USED

Grocery Shoppers penetration higher in Bangalore & Chennai
88
100
90
64
36
33
Grocery
50
Toys and
Kids
Apparel
52
Total
Mumbai
Delhi
Bangalore
2112
300
307
250
258
Clothing/footwear/ Accessories
90
90
89
91
Electronic
88
84
92
Item for home
52
49
Toys and Kids Apparel
36
Grocery shopping
Services
Base
Base: 2112. All numbers are in %
Hyderabad Ahmedabad
Services
Item for
home
Clothing/fo
otwear/
Accessories
Electronics
Chennai
Kolkata
Pune
251
254
241
251
90
90
85
92
86
92
90
90
89
87
80
53
58
60
47
59
52
36
35
40
37
45
33
44
28
35
33
28
35
42
36
19
40
31
32
64
59
65
78
69
64
76
63
45
15
Among Online Shoppers
LAY OF THE LAND : BY CATEGORY INTENDED

86
100
89
72
39
37
Grocery
50
Toys and
Kids
Apparel
63
Total
Mumbai
Delhi
Bangalore
2112
89
86
300
88
86
307
90
86
250
91
89
258
93
87
Item for home
63
61
68
65
Toys and Kids Apparel
39
38
42
Grocery shopping
37
30
Services
72
68
Base
Clothing/footwear/ Accessories
Electronic
Hyderabad Ahmedabad
Services
Item for
home
Clothing/fo
otwear/
Accessories
Electronics
Chennai
Kolkata
Pune
251
90
91
254
84
87
241
85
88
251
88
64
67
55
68
66
37
38
47
36
44
33
41
40
47
39
28
43
35
52
79
77
77
66
79
69
43
16
WHO ARE THE ONLINE GROCERY SHOPPERS?
PROFILE OF GROCERY SHOPPERS

Household
Composition
Gender
Joint Family :32%

Nuclear Family
:59%
Male-84
Female-16
Singles :9%
Relationship
Status
Avg. MHI:
INR 40,000 +
for 56%
respondents
Married:65%
Singles:35%
Age Groups
< 25 years: 25%
26-35years: 56%
> 36 years : 19%
SEC
Education
Graduates :54%
SEC A:81%
Post Graduates
:41%
SEC B:19%
Base: 192 All numbers are in %
Close to 56% of online shoppers belong to

age group 26-35 years
Around 54% of shoppers are graduates
and more than 41% of the shoppers are
post graduates
65% of the shoppers are married
56% of respondents have an avg. MHI of
INR 40,000
Undergraduates:
5%
18
INTERNET ACCESS BEHAVIOR

3 6
13
78
Laptop/Desktop
Do not access internet on

this device
More than 3/4th of online shoppers

access internet everyday on
Laptop/Desktop
This number is very high for

smartphones where 88% of online
shoppers use internet everyday
About 30% of respondents dont

access internet on tablet
1-4 days in a week

2 10
88
Smartphone
38
20
29
14
Almost daily (5-7 days a

week)
Everyday - multiple times a

day
Tablet
19
WHAT ELSE IS THE GROCERY SHOPPER PURCHASING?

100%
92%
Higher number of shoppers purchased

Clothing/Footwear/Accessories as
compared to electronics
50% of respondents have purchased

Toys and Kids apparel
3/4th respondents have availed

services* at least once
7 out of 10 have purchased Items for

home
86%
77%
70%
Grocery
Clothing/Footwear/
Accessories
Electronics
Items for Home
Toys & Kids Apparel
Services
51%
Services includes -Booking Train/ Flight/ Bus ticket, Movie/ event/play/show ticket ,
Hotel/restaurant booking, Membership/ one time use subscription of gym/spa etc
20
WHAT ARE THEY SHOPPING?
All numbers are in %
International Gourmet
Fruits & Vegetables
40
Healthcare
67
Household Supplies
72
Baby Care
79
Dairy
91
Staples
88
Beverages & Syrups
81
Personal Care
50
Processed Food
Frozen Foods
WHATS CLICKING IN GROCERY?

Personal Care leads in terms of Purchase in the last 6M followed by Processed Food
F&V, Bev & Syrups, Household Supplies
100
75
42
58
22
Household Supplies
Healthcare
Pune
Baby Care
Kolkata
Dairy
Chennai
Staples
Ahmedabad
Beverages & Syrups
Hyderabad
Personal Care
Bangalore
Processed Food
Delhi
Frozen Foods
Mumbai
International
Gourmet
Total
Fruits & Vegetables
Higher Purchase has happened in Bangalore & Hyderabad as compared to Overall

Particularly in F & V Bangalore is significantly higher than overall & Hyderabad leads the pack
for International Gourmet
Base
GROCERY SHOPPING BY MARKETS
1308
201
203
192
136
152
150
124
150
66
72
68
81
69
40
64
43
43
13
15
12
9
36
5
13
13
7
38
33
47
40
45
34
23
41
25
77
67
82
88
88
76
72
82
62
88
79
91
91
94
93
93
93
90
73
76
74
79
77
55
71
74
35
59
54
61
72
74
46
52
57
38
55
48
55
67
63
53
48
61
46
45
47
39
42
64
45
39
54
37
63
51
68
75
81
56
65
67
40
45
42
45
58
54
29
45
45
27
All numbers are in %
23
HOW ARE THEY SHOPPING?
MOST OFTEN USED DEVICE FOR GROCERY
Mobile Website
11%
Smartphone App
54%
Laptop/PC
Through Website
27%
Tablet
8%
Mobile emerged out as a most

often used device for online
grocery shopping with 65% of
most usage
Laptop/PC is the second most
often used device for shopping
with close to 27% most usage
25
EXCLUSIVE ONLINE/OFFLINE SHOPPERS

30% of respondents are shopping exclusively online while 70% are using both online
as well as offline mode for grocery shopping
Only Online
Online + Offline
30%
70%
26
SHARE OF ONLINE WALLET
Beverages & Syrups
81%
19%
673
Personal Care
74%
26%
1,015
Fruits & Vegetables
71%
29%
1,352
Dairy
71%
29%
1,030
Processed Food
70%
30%
718
Staples
69%
31%
951
Frozen Foods
69%
31%
734
Household Supplies
66%
34%
1,654
Healthcare
57%
43%
1,130
Baby Care
54%
46%
820
49%
Online Spend
51%
Average monthly spend on grocery is

10,804 out of which 7190 spent online
which is 67% of total spend
Beverages and Syrup, Personal care,

Healthcare and Fruits and
Vegetables have higher online spend as
compared to average spend on grocery
online
727
Offline Spend
Base: 192. All numbers are in %. Shown monthly grocery average spend
27
PAYMENT METHODS USAGE

COD/Pay on Delivery is most used method of payment followed by Debit card
Cash on delivery/Pay on delivery
81
Online payment through debit card
77
Payment through online/mobile wallets
75
Online payment through credit card
73
Online payment through internet banking
72
Payment through reward points
63
Payment through prepaid card/cash card
49
0
25
50
75
100
28
WHERE ARE THEY SHOPPING?
EVER VISITED/BOUGHT WEBSITES

Conversion Rate for Bigbasket is highest in Bangalore and its 86%. While Amazon, Flipkart and Snapdeal have a
conversion rate of 53%,47% and 41% respectively.
86
53
47
41
65
38
56
32
55
29
48
56
39
63
40
71
31
67
42
50
100
69
18
33
21 6
10
21
10
18
18
Infibeam
Peppertap
Homeshop18
Naturesbasket
Ebay
Grofers
Snapdeal
Flipkart
Amazon
10
16
15
10
14
13 4
12
12
12
Nykaa
3411
Hopscotch
20
36
Sangamdirect
4216
youmart.in
43
Ever bought
3.49
jiffstore
28
localkiranastore.com
5121
Kiranawalla
28
60
Zopnow
34
64
Firstcry
80
Bigbasket
50
Babyoye
Ever visited
Avg. 6.58
30
EVER VISITED BY MARKETS

Local Players popular in South
Mumbai
Hyderabad
Bangalore
Delhi
Flipkart
58
Bigbasket
56
Amazon
55
Amazon
56
Snapdeal
51
Flipkart
55
Ebay
49
Grofers
53
Bigbasket
40
Snapdeal
45
Grofers
32
Ebay
40
Reliancefreshdirect
27
Homeshop18
35
Naturesbasket
26
Naturesbasket
30
Homeshop18
25
Peppertap
30
Localbanya
24
Localbanya
30
Firstcry
15
Firstcry
19
Infibeam
11
Infibeam
16
Babyoye
10
Aaramshop
12
Omart
Nykaa
12
Peppertap
Babyoye
12
Aaramshop
Zopnow
11
Hopscotch
Onekirana
10
Nykaa
Hopscotch
Zopnow
Sangamdirect
Bigbasket
Amazon
Flipkart
Snapdeal
Grofers
Ebay
Naturesbasket
Homeshop18
Peppertap
Babyoye
Firstcry
Zopnow
Infibeam
Kiranawalla
localkiranastore.com
jiffstore
youmart.in
Sangamdirect
Hopscotch
Nykaa
Aaramshop
towness.co.in
ecityindia.com
80
64
60
51
43
42
36
34
33
21
21
18
18
16
15
14
13
12
12
12
9
7
7
Flipkart
Amazon
Bigbasket
Snapdeal
Grofers
Ebay
Homeshop18
Peppertap
Zopnow
Firstcry
zip.in
Naturesbasket
Babyoye
Infibeam
easymandi
vijethagrocer.com
Localbanya
Aaramshop
onemart.in
paylessbazaar
kunnusgroceries.com
callgroceries
Hopscotch
Nykaa
56
56
43
40
39
37
28
23
18
17
17
15
15
14
14
14
14
12
12
11
10
9
8
6
31
EVER VISITED BY MARKETS

Chennaibasket, hypermarket & Chennaionlinegrocery has a visitor % equivalent to leading overall players
Chennai
Ahmedabad
Flipkart
63
Amazon
55
Snapdeal
54
Ebay
45
Grofers
43
Homeshop18
38
Infibeam
28
Firstcry
20
Babyoye
19
kiranaman
15
truemart
13
myonsto
11
up2home
10
Aaramshop
Nykaa
Hopscotch
Others
Amazon
Bigbasket
Flipkart
Ebay
Snapdeal
Homeshop18
chennaibasket
chennaihypermarket.in
Peppertap
Grofers
chennaionlinegrocery
Firstcry
Infibeam
Babyoye
maligakadai
thestore.in
krocery.com
isupermarket.in
easypurchase.in
etailsquare
Aaramshop
Hopscotch
Nykaa
Pune
Kolkata
68
62
58
54
51
36
28
26
25
25
25
24
19
17
13
13
13
11
10
6
5
5
5
Flipkart
62
Flipkart
61
Amazon
62
Amazon
53
Snapdeal
50
Ebay
49
Ebay
48
Snapdeal
45
Grofers
41
Bigbasket
42
grocerry
41
Grofers
38
Homeshop18
33
Biggmart
34
Infibeam
15
Homeshop18
22
Firstcry
15
Naturesbasket
20
Peppertap
13
Ordermygrocery
16
fabgrocery
12
Firstcry
13
Babyoye
10
Aaramshop
11
justkirana
10
Localbanya
11
homeginnie
Baniyababu
10
Nykaa
Infibeam
10
ibazaaronline
Nykaa
justshop24
Peppertap
Aaramshop
Puneexpress
Hopscotch
Hopscotch
morekirana
Babyoye
saltandsoap
Zopnow
32
ARE THE VISITS LEADING TO CONVERSIONS?
Local Players
Local Players have a high conversion rate in line with top players in key markets
Mumbai
Bigbasket
Grofers
Omart
Flipkart
Amazon
Reliancefreshdirect
Zopnow
Naturesbasket
Average
Delhi
80%
75%
75%
69%
64%
63%
60%
54%
56%
Ahmedabad
Grofers
Homeshop18
Amazon
Flipkart
kiranaman
Infibeam
Ebay
Nykaa
Average
Bigbasket
Peppertap
Sangamdirect
Amazon
Flipkart
Grofers
Naturesbasket
Ebay
Bangalore
75%
73%
67%
66%
64%
62%
53%
53%
56%
Chennai
79%
66%
64%
57%
53%
46%
44%
44%
51%
Bigbasket
jiffstore
ecityindia.com
Sangamdirect
Grofers
Kiranawalla
towness.co.in
Naturesbasket
Bigbasket
Amazon
Flipkart
Ebay
Aaramshop
isupermarket.in
Grofers
Snapdeal
chennaibasket
chennaionlinegrocery
Hyderabad
86%
71%
71%
67%
65%
63%
57%
56%
57%
54%
saltandsoap
Flipkart
Grofers
Amazon
Nykaa
morekirana
justshop24
justkirana
ibazaaronline
84%
83%
72%
57%
57%
55%
54%
53%
53%
Kolkata
74%
71%
66%
61%
60%
55%
52%
51%
46%
44%
Bigbasket
Nykaa
Grofers
vijethagrocer
Peppertap
Flipkart
Homeshop18
Naturesbasket
Pune
80%
79%
66%
63%
63%
60%
57%
50%
50%
57%
Naturesbasket
Biggmart
Bigbasket
Flipkart
Ordermygrocery
Grofers
Puneexpress
Amazon
Ebay
Peppertap
85%
82%
81%
75%
75%
68%
67%
64%
61%
57%
63%
33
MOST OFTEN GROCERY PURCHASED FROM?
Bigbasket
48
Flipkart
11
Amazon
Peppertap
Grofers
Naturesbasket
jiffstore
Firstcry
Snapdeal
Not purchased any

product
Bigbasket is the most often used Grocery Website , it is

followed by Peppertap and Grofers in the pureplay
category
Flipkart is second most used website for Grocery

purchase.
34
LAST PURCHASED : BY CATEGORY

Fruits and Vegetables
Bigbasket
61
Bigbasket
Grofers
Naturesbasket
Peppertap
Grofers
Naturesbasket
Localbanya
Personal Care
Bigbasket
28
Frozen Food
Bigbasket
29
48
Peppertap
Naturesbasket
Amazon
Grofers
Ebay
Flipkart
16
Beverages & Syrups

Bigbasket
42
Processed Food
Bigbasket
45
Flipkart
17
Grofers
Grofers
Amazon
16
Amazon
Amazon
Grofers
Flipkart
Flipkart
Ebay
Ebay
Peppertap
F & V (157), International Gourmet (50), Frozen Foods (127), Personal Care (182), Beverages & Syrups (165), Processed Food (177)
35
CATEGORY PURCHASED FROM?
Baby Care
Household Supplies
Firstcry
17
Bigbasket
Babyoye
15
Flipkart
15
Bigbasket
13
Amazon
Amazon
Flipkart
Bigbasket
32
24
Flipkart
11
Amazon
10
Grofers
Snapdeal
Snapdeal
Grofers
Dairy
Staples
Bigbasket
Healthcare
36
Bigbasket
47
Flipkart
Grofers
Amazon
Flipkart
Grofers
Peppertap
Peppertap
Amazon
Staples (153), Dairy (148), Baby Care (92),Household Supplies (157), Healthcare (121)
36
BEYOND THE OBVIOUS
SITES VISITED FOR SPECIAL CATEGORIES
70
62
37
29
26
32
29
29
18
Fruits & Vegetables
Frozen Foods
Processed Food
Personal Care
Beverages & Syrups
Staples
Dairy
Baby Care
Household Supplies
Healthcare
42
43
For Fruits and Vegetables items

and Personal care people have
visited specialist websites
Percentage of people who visit
specialist sites for international
gourmet is relatively lower than any
other category
Processed food, Frozen food and
staples are the categories having
same proportion of visitors
38
SPECIALIST WEBSITES VISITED AND WHY?
Variety & lower prices are the triggers for shoppers to visit specific websites for certain categories
Specialist websites visited for?
Fruits & Vegetables
Why?
More variety on these products than other
general websites
70
Personal Care
Offers lower prices than other general

websites
62
Household Supplies
43
Healthcare
42
73
53
Offers better deals/discounts on these

products than other general websites
51
Better quality than other general websites

Dairy
37
Beverages & Syrups
49
Offers products that I cannot get on any

other website
32
46
Processed Food
29
Offers more information on products than

other general websites
37
Frozen Foods
29
Website has good reviews/references for

these products than other websites
37
Staples
29
Good rewards for repeat purchase than

other websites
27
This website is the market leader compared

to other websites for these products
26
Baby Care
26
18
0
25
50
75
100
25
50
75
100
39
POTENTIAL SHOPPERS
Half of the respondents feel that in next 2 years more than 80% of their friends/
family/ relatives will be purchasing products online
67% respondents are recommending online shopping to their friends/relatives
Recommendations
100%
90%
80%
70%
60%
50%
1
4
2
5
16
23
Online Shopping in next 2 years

1 - Highly Unlikely
2
30%
7
8
9
10%
10 - Highly Likely
0%
20%
5 - Neutral
6
44
13
40%
20%
Upto 10%
31
48
50%
80%
100%
Recommendation
40
TRIGGERS FOR ONLINE GROCERY SHOPPING

Freedom to shop from anywhere and Shopping without interference from Store owner/salesperson are
top2 drivers for the grocery shopper
I can shop for Groceries whenever and from wherever I want online
67
I can shop for products with no interference from store owner/salesperson
67
More discounts are available online
65
I can have my purchases delivered at the time and location of my choice online
64
I can pay with Credit/Debit/Cash card for grocery which I cannot do in certain stores
56
It is more convenient to select items online than in a market/store
51
Buying grocery items is cheaper online than purchasing at a market/store
50
I can view different products/categories at one go online than in a market/store
49
More variety of products available online than in a market/store
46
Grocery shopping experience is better online than in a market/store
41
Genuine Products are available online
39
Fresh Products are available online

37
0
25
50
75
41
PERCEPTION ON ONLINE PRICING

For most of the categories, the grocery online shopper believes that the prices are lower online as compared to
a market/store
61
45
41
37
34
22
43
35
34
International Frozen Foods

Gourmet
36
Processed
Food
35
34
31
16
11
Fruits &
Vegetables
36
27
15
21
53
51
43
39
24
53
48
49
46
Personal Care Beverages &

Syrups
21
20
13
13
12
Staples
Dairy
Baby Care
Household
Healthcare
Supplies
Online Prices are HIGHER than in a market/store
Online Prices are THE SAME as in a market/store
Online Prices are LOWER than in a market/store
43
BRAND SKETCHES
(PROFILE OF THE GROCERY SHOPPER FROM KEY BRANDS)
ALL ABOUT
Bangalore has the maximum Bigbasket shoppers

7%
>36 yrs
6%
27%
Mum.
Female
16%
27%
City
18-25 yrs
Male
21%
Age
Internet Access
(Almost/Daily)
Hyd.
Chen.
Gender
34%
24%
Bang.
79%
57%
Del.
Laptop/Desktop
Smartphone
95%
53%
Tablet
26-35 yrs
Undergraduates
Relationship Status
88%
Married-75%
4%
PG
Singles
-24%
47%
Education
2%
Grads.
50%
11%
16%
Household Composition
>5 Times
3-5 Times
2 Times
Only Once
Frequency of
Grocery
Shopping in
P6M
Most Often Used Device
59
36
4
20
23%
28
Avg Salary of 50K

Joint Family
Nuclear Family
Base: 263. All numbers are in %.
Singles
50%
45
ALL ABOUT
31% Grofers Shoppers purchased grocery >5times in the last 6M

>36 yrs
7%
Kol.
17%
Mum.
28%
City
Female
16%
19% 18-25 yrs

35%
Age
Internet Access
(Almost/Daily)
Hyd.
Male
Gender
Bang. 7%
30%
46%
Del.
92%
Smartphone
99%
68%
Tablet
26-35 yrs
Relationship Status
84%
Laptop/Desktop
Married-68%
>5 Times
3-5 Times
2 Times
Once
PG
Singles30%
Education
53%
Grads.
47%
11%
10%
5%
Frequency of
Grocery
Shopping in
P6M
72

39
31%
20
Avg Salary of 50K

Joint Family
Nuclear Family
Singles
50%
46
ALL ABOUT
Frequency of Purchase lower as compared to other players

8%
Kol.
>36 yrs
6%
Mum.
28%
Female
18%
City
23% 18-25 yrs
Internet Access
(Almost/Daily)
Pune
Chen.
Male
29%
Age
Gender
18%
71%
10%
22%
Del.
Bang.
59%
Laptop/Desktop
Smartphone
Tablet
95%
59%
26-35 yrs
Undergraduates
Relationship Status
85%
Married-75%
>5 Times
3-5 Times
2 Times
Once
5%
PG
Single
s-22%
39%
Education
Grads.
11%
56%
14%
16% 16%
Frequency of
Grocery
Shopping in
P6M
73

8
18
Joint Family
Nuclear Family
25
29
3
Singles
59%
47
ALL ABOUT
Pune
6%
Kol.
14%
5%
Mum.
City
>36 yrs
13%
34%
Age
Female
18-25 yrs
Male
26%
36%
Internet Access
(Almost/Daily)
Chen.
Gender
9%
74%
51%
26%
Bang.
Del.
Laptop/Desktop
Smartphone
98%
67%
Tablet
26-35 yrs
Undergraduates
Relationship Status
88%
Married-70%
>5 Times
3-5 TImes
2 Times
Once
7%
PG
Singles27%
42%
Education
Grads.
9%
51%
16%
20%
78
6%
Frequency of
Grocery
Shopping in
P6M

23
19
Joint Family
Nuclear Family
Singles
25
3
55%
48
ALL ABOUT
Largely Married & Joint Family Shoppers

Mum.
City
>36 yrs
14%
33%
Female
17%
18-25 yrs
Male
19%
Age
Internet Access
(Almost/Daily)
Pune
Hyd.
8%
5%
Kol.
6%
Gender
11%
Bang.
33%
81%
69%
Del.
Laptop/Desktop
Smartphone
98%
67%
Tablet
26-35 yrs
Undergraduates
Relationship Status
88%
Married-89%
7%
PG
Sin
gles
11
%
8%
Education
53%
Grads.
40%
16%
93
5%
>5 Times
3-5 Times
2 Times
Once
Frequency of
13% Grocery
Shopping in
P6M

32
9
8
Joint Family
Nuclear Family
67%
49
ALL ABOUT
Delhi has the maximum Peppertap shoppers

>36 yrs
Female
7%
Age
11%
18-25 yrs
35%
Internet Access
(Almost/Daily)
Hyd Mum.
Chen.
6% 3%
9%
Kol.
10%
City
Male
Gender
44%
Bang.
58%
27%
89%
Del.
Laptop/Desktop
Smartphone
100%
65%
Tablet
26-35 yrs
>5 Times
3-5 Times
2 Times
Undergraduates
Relationship Status
Married-50%
3%
PG
Singles-50%
7%
Education
52%
3%
Grads.
Frequency of
Grocery
Shopping in
P6M
46%
80
64%
66
16
Joint Family
86%
Nuclear Family
Singles
46%
50
ALL ABOUT
Married, Postgraduate , Smartphone Users

>36 yrs
8%
Bang.
16%
Female
8%
Mum.
City
35%
18-25 yrs
Gender
57%
31%
Del.
Male
23%
Age
44%
Internet Access
(Almost/Daily)
Pune.
77%
Laptop/Desktop
Smartphone
Tablet
91%
54%
26-35 yrs
Undergraduates
Relationship Status
74%
Married-100%
PG
Singles30%
11%
10%
Education
54%
>5 Times
3-5 Times
2 Times
Grads.
35%
16%
15%
Frequency of
Grocery
Shopping in
P6M
61

34
33
10
Joint Family
Nuclear Family
Singles
55%
51
ONLINE GROCERY USAGE ON THE

SMARTPHONE
CURRENTLY JUST 2% ACCESS ONLINE GROCERY PROPERTIES ON THEIR

SMARTPHONES
Shopping and Online Groceries on the Smartphone (Metros, 18+ yrs)
APPS
Mins/Month
amongst Users
Reach
SHOPPING APPS
GROCERY APPS
SITES
64%
111
6%
47
SHOPPING SITES
52%
3%
56
26
Pages/Month
amongst Users
Reach
GROCERY SITES
Sessions/Month
amongst Users
64
11
Source: Nielsen Smartphone Panel (Jul-Sep15)

2529 Smartphone Users (Metros + 18 yrs above)
53
GROFERS HAS EMERGED AS THE LEADING GROCERY APP; BIGBASKET WAS

THE MOST POPULAR SITE ALTHOUGH APP REACH WAS HIGHER
Top Grocery Properties (by Reach)
GROCERY APPS
GROCERY SITES
Reach
Mins/Month
amongst Users
Sessions/Month
amongst Users
Reach
Pages/Month
amongst Users
Grofers
3.7%
36
22
BigBasket
1.0%
PepperTap
2.0%
25
19
Grofers
0.5%
BigBasket
1.9%
46
15
PepperTap
0.1%
16
LocalBanya.com
0.4%
15
LocalBanya
0.1%
Grocermax
0.1%
18

54
HIGHER SKEWS FOR ADULTS AGED 25-35 YRS AND FEMALES FOR GROCERY
PROPERTIES; FEMALES MORE LIKELY TO USE THE SITES
Profile of Users
Overall
AGE
Shopping Apps
18-24 YRS
42%
25-30 YRS
31-35 YRS
36-40 YRS
-1%
29%
Grocery Apps
-10%
-4%
1%
11%
3%
2%
6%
Shopping Sites
-15%
1%
6%
0%
Grocery Sites
0%
2%
0%
14%
0%
-1%
40+ YRS
GENDER
MALE
FEMALE
73%
27%
-1%
-9%
1%
-5%
9%
-14%
5%
14%

55
IMPLICATION FOR MARKETERS
INSIGHTS & RECOMMENDATIONS

1 out of 3 Online Shoppers is purchasing Grocery Online
Personal care is the category with the highest purchase in the last 6 Months
Local Players are to be watched out for as they are getting good traction high visits, conversions
Right set of targeting to the different kind of audience that the key brands shoppers are exhibiting will be the
differentiator
Bigbasket is the most used grocery etailer for categories except Non food categories like Personal care, Baby Care,
Household Supplies where Flipkart, Amazon & special websites are the key players
Discount is the key trigger closely followed by the options in terms of choice for delivery time & location, also
shopping on the go is what grocery online shoppers like about this mode
Instant Delivery, Experience of shopping & the feel of the product offered by a store are the key barriers , thus
efforts would be required by the Grocery Etailers to overcome the same
App reach higher for the key brands as compared to the websites amongst the Smartphone Users
57
THANK YOU

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WORLD OF THE

ONLINE GROCERY SHOPPER

ECOMMERCE GOING STRONG

ht 2014 The Nielsen Company. Confidential and proprietary.

MORE THAN ONE-THIRD (37%) OF ASIA-PACIFIC RESPONDENTS, AND EVEN MORE IN

WILLINGNESS TO USE DIGITAL RETAILING OPTIONS IN THE FUTURE

METHODOLOGY & SAMPLE SPECIFICATIONS

RESEARCH DESIGN COMPONENTS

ht 2014 The Nielsen Company. Confidential and proprietary.

For the Category Penetration Study

For Understanding the Online

Reach & Profile of Grocery Shopper

RESEARCH DESIGN COMPONENTS

part of a panel where surveys can be administered

both Nielsen and its partners to ensure best response quality

ht 2014 The Nielsen Company. Confidential and proprietary.

Category Penetration:1st Oct - 16th Oct 2015

Grocery Category:23rd Oct 27th Oct 2015

Grocery sample achieved in Category Penetration:697

Copyright 2012 The Nielsen Company. Confidential and proprietary.

SCOPE OF THE STUDY

SAMPLE SIZE ACHIEVED

Bangalore Hyderabad Ahmedabad Chennai

Item for home

Electronic items for

Copyright 2012 The Nielsen Company. Confidential and proprietary.

CATEGORIES (PART OF CATEGORY PENETRATION)

Toys & Kids Apparel

Copyright 2012 The Nielsen Company. Confidential and proprietary.

CATEGORIES (PART OF CATEGORY PENETRATION)

Train/ Flight/ Bus

Bev. & Syrups

Copyright 2012 The Nielsen Company. Confidential and proprietary.

CATEGORIES(PART OF GROCERY/DAILY CONSUMABLES SURVEY)

Fruits & Vegetables

THIS DOCUMENT COVERS THE

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Who are the Online Grocery Shoppers?

What are they Shopping?

How are they Shopping?

Where are they Shopping?

Beyond the Obvious Consumer Sentiment

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Among Online Shoppers

LAY OF THE LAND : BY CATEGORY USED

Item for home

Toys and Kids Apparel

Base: 2112. All numbers are in %

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Among Online Shoppers

LAY OF THE LAND : BY CATEGORY INTENDED

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Item for home

Toys and Kids Apparel

Base: 2112. All numbers are in %

WHO ARE THE ONLINE GROCERY SHOPPERS?

Copyright 2012 The Nielsen Company. Confidential and proprietary.

PROFILE OF GROCERY SHOPPERS

Joint Family :32%

Base: 192 All numbers are in %

Close to 56% of online shoppers belong to

INTERNET ACCESS BEHAVIOR

Do not access internet on