Online Shoping

GROCERY SHOPPINGSTATE OF ONLINE

STATE OFONLINE GROCERYSHOPPING

SOGSREPORT: INDIASEPTEMBER 2011

S GS

Copyright 2011 AaramShop Private Limited

AaramShop Private Limited

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INTRODUCTIONINTRODUCTION

STATE OF ONLINE GROCERY SHOPPING REPORT INDIA | SEPTEMBER, 2011 AaramShop

The SOGS Report: India, findings have been presented in terms of three broad parameters.

Who is buying groceries online?

When are they buying the groceries?

What are they buying?

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GROCERIES

Women between 36 to 45 years of age are the largest shoppers segment for online grocery, not just in terms of average spends (Rs 871/- as against a universal average of Rs 574/=), but also in terms of the number of branded products that they put in their virtual shopping bags. (11 products as against an universal average of 7)

Value of grocery shopping bags across age groups and genders. (in INR) (49INR = 1USD)

STATE OF ONLINE GROCERY SHOPPING REPORT INDIA | SEPTEMBER, 2011 PAGE 6

Number of products in the shopping bag across age groups and genders.

Fig 1.6Source: State of Online Grocery Shopping Report: India | AaramShop


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1. South Delhi Region2. West Delhi Region3. Central Delhi Region4. East Delhi Region5. NOIDA6. Greater NOIDA7. Gu7. Gurgaon8. Ghaziabad9. North Delhi Region

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TOP 5 BRANDS



TOP 5 BRANDS

1. Saffola 7.02% of the total value2. Aashirvaad 6.31% of the total value3. Amul 6.15% of the total value4. Borges 4.86% of the total value5. Mangat Ram 4.71% of the total value

The top 20 brands make up 60.03% of the total value of the products sold online. The top 5 brands by value have been the following:

1. Amul 6.81% of the total volume2. Mangat Ram 4.59% of the total volume3. Haldiram 4.44% of the total volume4. Nutri Choice 2.96% of the total volume5. Aashirvaad 2.81% of the total volume

The top 20 brands make up 46.48% of the total volume of products sold online. The top 5 brands by volume have been the following:

STATE OF ONLINE GROCERY SHOPPING REPORT INDIA | SEPTEMBER, 2011 PAGE 10AaramShop

By Value

By Volume

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By Value

By Volume

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By Value

By Volume

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TOP 5 BRANDS 4. Coffee, Tea & Cocoa

1. Brooke Bond Red Label

2. Brooke Bond Taj Mahal

1. Nescafe

2. Bru

1. Nestle Everyday

By Value

By Volume

a. Tea makes up 50% of this categoryb. Coffee makes up 33% of this categoryc. Dairy Whitener makes up 13% of this categoryd. Drinking Chocolate and Tea Masala make up rest of the 4% of this category

a. Tea makes up 62% of this categoryb. Coffee makes up 21% of this categoryc. Dairy Whitener makes up 10% of this categoryd. Drinking Chocolate & Tea Masala make up rest of the 7% of this category



By Value

By Volume

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By Value

By Volume

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TOP 5 BRANDS 7. Snacks

1. Haldiram

1. Bingo

2. Haldiram

1. Haldiram

1. Act II

2. Popitas

By Value

By Volume

a. Mixture makes up 63% of this categoryb Chips make up 27% of this categoryc. Instant Popcorn makes up 5% of this categoryd. Others (Madangles, Spindles, etc.) make up 4% of this category

a. Mixture makes up 45% of this categoryb. Chips make up 42% of this categoryc. Instant Popcorn makes up 7% of this categoryd. Others make up 6% of this category

In case of Chips, we have seen that Lays and Uncle Chipps have outsold Haldiram in volume terms.


STATE OF ONLINE GROCERY SHOPPING REPORT INDIA | SEPTEMBER, 2011 PAGE 19

TOP 5 BRANDS 8. Chocolates & Sweets

1. Mars

2. Galaxy

1. Amul

2. Haldiram

1. Big Babol

1. Sundrop

1. Alpenliebe

2. Cadbury Eclairs

By Value

By Volume

a. Chocolates make up 43% of this categoryb. Chewing Gum makes up 34% of this categoryc. Toffees & Candies make up 13% of this categoryd. Packed Mithai makes up 7% of this categorye. Desserts make up 2% of this category

a. Chocolates make up 45% of this categoryb. Toffees & Candies make up 31 % of this categoryc. Chewing Gum makes up 17% of this categoryd. Desserts & Packed Mithai make up 3% each of this category

Snickers and Amul are also in the top 2 brands, along with Mars and Galaxy, in volume terms,in the Chocolate sub-category. Further, Toffees & Candies have outsold Chewing Gum in terms of volume.



Category Sub-Category

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GROCERY SHOPPINGSTATE OF ONLINE

State of Online Grocery ShoppingReport: India

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