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Survey: The Importance of Product Content for Online CPG/Grocery Shoppers

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1WorldSync recently released its 2022 Consumer Product Content Benchmark Report revealing a wealth of information related to product content. In this blog, we dive into how product content is used specifically in online shopping for consumer packaged goods (CPG) and groceries. 

The survey, which included 1,650 shoppers from the US and Canada, found that 85% of frequent CPG/grocery online shoppers say high-quality product multimedia such as videos or 360-degree spin imagery has persuaded them to purchase something they initially didn’t think they needed or wanted. 

Comparing types of product imagery, 63% of shoppers found 360-degree spin photography “very helpful” when viewing product imagery on a PDP, second only to imagery that shows product scale relative to the shopper.

As inflation increases, it continues to affect shopping behavior across channels. Specifically, inflation has affected the shopping behavior of 81% of frequent online grocery shoppers. 

Of this group, 47% spend more time researching products and viewing product content, including product imagery and media. They’re spending more time researching product content to ensure: they’re getting the best value for their money, they actually want or need the product they’re browsing (56%), and the brand’s values align with their own (48%).

While shopping in retail stores, 48% of this group use their smartphones to look up pricing information online vs. in-store, 31% use their phones to look up additional health/nutritional information and 27% look at additional product imagery and photography. 64% have scanned a QR code on a product package, indicating the value of initiatives like SmartLabel

In the past 18 months, 38% of this group has returned a CPG/grocery item purchased online. Returns were caused by poor product content viewed online (69%). The content blamed for returns were: inaccurate product attributes such as nutritional information (44%), product imagery/photography insufficiently captured all aspects/angles of the product, leading to a false expectation of what I purchased (41%), and product photography did not match the product that shipped (40%).

About the Data
This survey was conducted online by 1WorldSync in September 2022 among a randomized, representative sample of 1650 online shoppers in the U.S. & Canada over the age of 18. Margin of error +/- 3% at the 95% confidence level. 

The above data reflects a subset of 537 of consumers who frequently purchase items online in the packaged groceries/CPG category. Margin of error for the subset may be higher. Results are displayed as the weighted, percentage share of the sample selecting each option.  

See the data for all consumers and categories by downloading 1WorldSync’s 2022 Consumer Product Content Benchmark:

https://go.1worldsync.com/Benchmark-Data-Report-2022.html