Amazon Fresh buyers more likely to try new grocery products multiple times a month

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Key stat: Nearly half (48.4%) of Amazon Fresh shoppers try new grocery products multiple times per month, according to an Insider Intelligence survey.

Beyond the chart:

• Though just 18.6% of US digital grocery shoppers have used Amazon Fresh in the past year, per our survey, these shoppers are a potentially valuable audience to brands who want to encourage product discovery among consumers who shop frequently and try new products.
• Amazon paused on expanding its Amazon Fresh stores in February 2023, waiting until it can find a format that resonates with customers, per CEO Andy Jassy.
• But Amazon sees Fresh as the future of its grocery business, so we expect once it cracks the code of what customers want, it will become a much larger player in the digital grocery business in the years ahead.

Use this chart:

• Understand the frequency with which US grocery shoppers try new products.
• Identify which retailers are strongest for product discovery.

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