Exclusive Online food tickling taste buds in grocery industry


We are all guilty of acting on impulse when it comes to food. Who hasn’t gone into their local supermarket or kirana store and purchased something that was not on the shopping list when entering the establishment in the first place.

Impulse buying is now becoming more prevalent online, with exclusive product launches becoming trendy in the impulse category. Etailers are assisting food manufacturers by creating visible awareness around their products with digital imaging and product information, whilst also enabling them to reach a greater audience.

From exclusive soup to impulsive ice cream

Hindustan Unilever (HUL) launched its latest range of Knorr Thai and Mexican soups exclusively on the BigBasket portal last month and it was astounded to witness the high consumer interest, which also managed to doubled the soup category on BigBasket. HUL is also tapping into the resources of local logistic and aggregator companies to deliver its premium ice cream brand, Magnum to households.

“Soups, being a category that is naturally not top-of-the-mind for the consumer, often gets skipped when consumers go shopping to a modern retail or kirana store. By placing the Knorr Thai and Mexican soup range on a growing digital platform, we realized this was the medium that can enhance the company’s ability to deliver both ‘top-of-the-mind’ awareness and access to a consumer, within the right context,” said Geetu Verma, executive director (foods & refreshment), HUL.

Checkout prompts

Mondelez India is using ‘checkout’ prompts to entice online customers to buy impulse products such as chocolate, just as they are about to pay for their shopping. This is having the same effect as a physical store, where impulse products are placed near the counter to increase the sales.

“E-commerce is the next big opportunity and increasingly represents where consumers are going. A growing middle class demands products and formats that fit their lives and their growing families- leading to rapid growth in e-commerce,” said a Mondelez India spokesperson.

What’s next for egrocery?

With Online marketplace biggies, Flipkart, Snapdeal and Amazon getting into the egrocery space recently, to join the likes of 24x7Fresh, Peppertap and Grofers, innovation seems to be the name of the game. Tata, Reliance and Godrej have also expanded their egrocery operations of late in the race to be the leader, so we are expecting to see more exciting consumer friendly offerings brought to the table in the coming months.

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