In the Valencian Community, nearly half of households report buying groceries online at least occasionally, while a majority still prefer shopping in person. The pattern skews toward packaged products with longer shelf lives, reflecting a cautious approach to online grocery shopping.
These insights come from a survey conducted by the Valencian Community Consumers Association in collaboration with the Ministry of Health, aimed at understanding how autonomous households choose and obtain their food supply.
Brick-and-mortar stores remain the primary source for groceries, yet online shopping is on a steady rise. Almost half of those surveyed have tried online orders, although these purchases are typically specific and occasional rather than regular. The data show that 12% of respondents order food online every month, while 88% do not maintain a consistent online buying pattern. About 67% place orders via the websites of physical retailers, 22% use dedicated digital platforms, and 11% turn to other types of online pages. The leading criteria for selecting an online retailer are product quality and the clarity of information presented on the site. These preferences point to a strong value placed on trust and transparency in online food shopping.
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The findings suggest consumers still see physical stores as reliable anchors for online purchases. Regular shoppers trust the products and store brands they know, according to Vicente Inglada, secretary of the Consumers Association. This trusted framework helps explain why many shoppers blend in-person visits with online orders to suit their schedules and budgets.
Respondents cited several motivations for online shopping: home delivery convenience, the option to pick up orders, access to items not readily available in stores, and a desire to avoid crowds. On the other hand, those who avoid online groceries often prefer to inspect fresh produce in person, with a majority agreeing that seeing items firsthand provides reassurance about quality. A notable minority expresses skepticism about online groceries, highlighting the continuing importance of transparency and reliable product information for consumer confidence.
Fresh fruit remains a point of emphasis for some buyers, but many still value the ability to check quality before purchase. This preference aligns with broader consumer expectations about freshness, safety, and accurate product descriptions in online marketplaces.
Consumers often choose pantry staples for online carts, including rice and pasta, along with canned goods and other shelf-stable items. Beverages, water, and soft drinks are common, while fresh produce appears less frequently in online orders. Overall, respondents who shop online lean toward items with longer shelf lives, a pattern that reflects risk aversion and planning in a digital shopping context.
A notable challenge in online grocery shopping is selecting items that shoppers cannot physically examine. Even with on-site product information, questions can arise when new items enter a cart. Yet overall satisfaction remains relatively high, with many customers reporting a positive online shopping experience. The survey captures a nuanced view: while convenience drives online adoption, quality assurance and clear product details remain essential to sustaining consumer trust.