bigbasket, India’s largest online supermarket, released insights from its Brand Intelligence team, analysing grocery buying behaviour post-COVID.
Platform/online grocery: Both for Monthly Shopping and Top-ups
The number of new customers has increased by 84% vs. pre-COVID levels and the retention rate by 50%. The total number of times a customer visited the bigbasket website/app is 55% higher than before and the number of households ordering on the platform has gone up by 44%.
In terms of consumer behaviour, this means a lot more customers are now shopping for groceries online for the first time, and these customers are shopping for their monthly grocery basket as well as top-ups. This shift is also reflected in bbdaily, bigbasket’s milk and daily fresh delivery app, which has seen a growth of 139% driven by customers choosing it as an option to buy milk, fruits & vegetables and other fresh items all in one place.
Health and Indulgence: An unlikely combination
With customers wanting to stay healthy, fruits which help with Vitamin C, immunity and general health saw 2x the household penetration growth when compared to regular fruits and vegetables like onions, tomatoes and potatoes. At the same time, given that customers are staying at home much more than before, indulgence categories such as chocolates, cup noodles, namkeens and savoury snacks registered 50% to 140% growth compared to Feb.
One interesting trend is that Soda and Cocktail mixes has become a fast-growing category with a 125% increase in penetration vs. Feb, driven by customers wanting to prepare drinks at home. Customers have also been buying a lot more products from categories that relate to family time, hobbies and experimentation. For example, Colours and Crayons have seen a penetration increase of 354% and Gardening tools has seen an increase of 100%.
Speaking about this, Seshu Kumar Tirumala, National Category Head of bigbasket, who also heads the Brand Intelligence function, said, “There has been a significant change in consumer behaviour since March 2020. Given the unmatched convenience and safety that home delivery offers, we have experienced an 84% increase in new customers accompanied by excellent retention rates and basket sizes.”
“We work on the principles of trust and customer satisfaction and this growth has reinforced these principles. We will continue to closely understand customer behaviour and make relevant products available with unmatched convenience,” he added.