Bigbasket releases insights on grocery buying post-Covid.

Bangalore, September 1, 2020:  The Brand Intelligence Team from Bigbasket, India’s largest online supermarket, released insights from its Brand Intelligence team, analysing grocery buying behaviour post-Covid. The Changes in customer behaviour noted were greater reliance on online grocery for both monthly requirements as well as top-ups; greater shopping for healthy foods and also indulgence-related categories; shopping for activities related to family time/hobbies/experimentation.

Speaking about this, Seshu Kumar Tirumala, National Category Head of bigbasket who also heads the Brand Intelligence function, said, “There has been a significant change in consumer behaviour since March 2020. Given the unmatched convenience and safety that home delivery offers, we have experienced an 84% increase in new customers accompanied by excellent retention rates and basket sizes. We work on the principles of trust and customer satisfaction and this growth has reinforced these principles. We will continue to closely understand customer behaviour and make relevant products available with unmatched convenience.

The total number of times a customer visited the bigbasket website/app is 55% higher than before and the number of households ordering on the platform has gone up by 44%. In terms of consumer behaviour, this means a lot more customers are now shopping for groceries online for the first time; and these customers are shopping for their monthly grocery basket as well as top-ups. This shift is also reflected in bbdaily, bigbasket’s milk and daily fresh delivery app, which has seen a growth of 139% driven by customers choosing it as an option to buy milk, fruits & vegetables and other fresh items all in one place.

At the same time, given that customers are staying at home much more than before, indulgence categories such as chocolates, cup noodles, namkeens and savoury snacks registered 50% to 140% growth compared to February. Customers have also been buying a lot more products from categories that relate to family time, hobbies and experimentation. For example, Colours and Crayons has seen a penetration increase of 354% and Gardening tools has seen an increase of 100%.