28% of U.S. Consumers Don’t Realize They Can Buy Beer Online
In the U.S. the online beer market makes up less than 1% of the overall market 1, a huge opportunity as online shopping grows.
At ZX Ventures, the global growth and innovation arm of AB InBev, we have an ecommerce team around the world focused on winning in a digital world. Our team in North America works closely with retailers of all sizes to elevate the beer category online, while navigating state and federal regulatory regimes. We offer retailers insights, research and recommendations about the online beer category in a guide that we call eCommpass.
As part of that category thought leadership, we worked with Mintel to survey 1,000 consumers in the U.S. about their awareness of online beer shopping, preferences and purchase drivers. We found five emerging insights and trends around the online beer category in the U.S.
A Small but Growing Market
Consumers who have purchased beer online in the past represent only roughly 6% of the adult (21+) beer purchasing population in the U.S. Over ¼ of consumers surveyed also didn’t even know they could buy beer online, showcasing an awareness gap in states where online purchasing is legal for adults of legal age.
Convenience is King
With the barrier of carrying beer purchases home eliminated, consumers are driving larger basket sizes and buying more at once in comparison to an in-person purchase experience.
Deals for Days
Shoppers love a good deal and beer is no exception. Value is a core driver of online beer shopping and shoppers want to know that they’re getting comparable, or better, prices than an in-store experience.
Free Shipping Reigns
Overall, shoppers most frequently cite free delivery as the improvement they would like to see to drive a repeat purchase. Shoppers already expect free and fast delivery from their more traditional online retail purchases and beer is no different.
Grocery & Beer Linked
Online grocery shopping is a more developed market but still only represents under 2% of the overall market 2. As grocery shopping becomes more ubiquitous we expect online beer shopping to as well.
About the Research
eCommpass is the ultimate guide to online beer category growth. For more information on the research, insights and recommendations please contact eCommpass@anheuser-busch.com Mintel Consulting conducted research among a sample of 1,000 US consumers aged 21+ with access to the internet who have purchased or considered purchasing beer online in the past.
1 BCG Analysis in 2017
2 Supermarket News, Viewpoint: Is online grocery really going to explode in the US?*