Between dropping the kids to school and dumping dirty clothes in the laundry to grabbing some coffee and making it to work on time and heading back to take the kids to soccer practice to keeping the orthodontist appointment and finally arriving back home with just enough time to put together a healthy meal, there’s hardly any time left for grocery shopping. Who wouldn’t want a break from the confusing aisles of cereal, produce and dairy and the endless lines at the counter? That is why when apps showed up with the promise of delivering fresh groceries at your doorstep, often with tempting discounts and same day delivery, consumers instantly warmed up to them.
Within no time, new startups like InstaCart as well as already established big brands like Amazon Groceries and Whole Foods had jumped into the game and the grocery apps ecosystem was growing. Today, the transition is well wrought and the market is highly receptive to innovation and even new entrants in this segment. People today are largely comfortable ordering groceries on an app which means the market is ripe, yet far from crowded. A survey by the Food Marketing Institute revealed that 51% millennials and 35% people in all have used a mobile app to order groceries online.