Most Singaporeans Still Prefer Online Grocery Shopping Post-Pandemic

Eight in 10 Singaporeans still prefer to shop for groceries online even after the pandemic, according to a new study by RedMart, Singapore’s first fully digital grocer, and research house Milieu Insight.

The study, which surveyed 1,000 online shoppers in Singapore, found that convenience, product quality and trust in eCommerce sellers were the top reasons consumers preferred to shop online for their groceries.

In addition, more than half of regular online grocery shoppers – those who shop online for groceries at least once a month – indicated that there had been no change to their grocery shopping frequency even as Singapore transitioned to post-pandemic normalcy in June 2022. A quarter of the consumers even found that they were shopping online for groceries more often than before.

Commenting on the findings, Damien Schricke, head of grocery and RedMart at Lazada Singapore, said: “While restrictions are lifted and life returns to normal, we see that shopping habits and preferences which developed during the pandemic continue to stay.”

The study also revealed how inflation has impacted grocery shopping habits in Singapore. In response to rising prices, some consumers have reduced their grocery budgets, while others have switched to cheaper brands or buying in bulk.

“Inflation and higher cost of living have led to consumers coming up with new ways of coping with their grocery needs,” Schricke said. “To help our consumers with their day-to-day needs, beyond our diverse assortment of local and international products, RedMart’s private label ensures affordability for everyone. In the face of inflationary pressures, our Price Match Promise, free delivery and 5% Everyday Cashback mechanisms are here to help our consumers stretch their dollar.”

The study also explored other shopping behaviors, such as consumers’ grocery-restocking habits. For example, despite shopping online regularly, three in five consumers frequently found themselves to be short on supplies. Respondents who most frequently found themselves out of grocery supplies relied on memory or list writing, while those who rarely ran out of groceries relied on visual inspections of their fridges and pantries.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

Findings from RedMart and Milieu Insight's recent study.

This finding is in line with the rationale behind the recent RedMart Time campaign, a packaging-based initiative that helps shoppers easily identify and keep track of their grocery supplies so they can re-stock in time.

“Many households have yet to find a reliable and systematic way to replenish their grocery supplies, which can lead to frustration and inconvenient last-minute grocery trips,” said Marcus Chew, Lazada Group’s chief marketing officer. “RedMart Time is a campaign that addresses this issue by aligning with people’s existing shopping habits. With easy-to-read visual cues on product packaging on display, people can quickly work out when to restock.”