Online grocery shopping favours produce

A new study from the Agri-Food Analytics Lab at Dalhousie University highlights the growing importance of online shopping to Canadians.

Conducted in the first week of November by survey firm Caddle and Dalhousie University, the survey found that more than 31% of Canadians had used an online service for supermarket orders in the previous six months. Additionally, 4% had placed an online order with their local farmers market. BC residents were those most likely to order online.

Among groceries, fresh produce and dairy items were most likely to be ordered online.

A previous study Caddle conducted in October for the Agri-food Analytics Lab drilled into what consumers were most likely to buy through each retail channel.

It found that 75% of shoppers look to grocery stores for their produce, while just 11% buy most of their produce at farmers markets.

“People who shop at farmer’s markets are less likely to see fruits and vegetables as an important part of their household’s diet,” the report noted.

According to the survey responses, farmers markets are seen less as a source of fresh produce than of natural and organic items. While these may include produce, it’s not what attracts shoppers.

With respect to the future, the Agri-Food Analytics Lab expects more than 49% of Canadians to order food once a week in the future, versus 30% prior to COVID-19.