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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.
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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