Searches for grocery items on tablets and smartphones increased by 22 per cent in the second quarter of 2014 compared to a year previous, according to the British Retail Consortium.
The BRC-Google Online Retail Monitor for Q2 2014 further indicated that smartphones remain the device of choice, with searches on tablets growing 28 per cent compared to a 94 per cent leap for smartphone searches.
Helen Dickinson, director general, British Retail Consortium, said that searches for recipes dominated the ‘Most Popular Terms’ list and this “presents a great opportunity for retailers.”
“Many grocers are integrating their online shopping offer with recipe websites and apps. This means that when customers find a recipe they like, they are a mere one click away from having all the ingredients placed in their online shopping basket,” she explained.
The most popular search term across all devices, including smartphones, was ‘Chocolate Cake Recipe’ followed by ‘BBQ’. Other popular terms included ‘Banana Bread’, ‘Chocolate Brownies’ and ‘Cake Recipes’.
The BRC also noted a 122 per cent rise in searches for terms around special dietary requirements.
“This suggests that customers are researching their purchase on-the-go, potentially even as they walk the supermarket aisles, to find products that meet their very specific needs,” Dickenson added.
Peter Fitzgerald, retail director, Google, also said that Greater London had seen the sharpest rise in searches, reflecting the developments grocers have made in the region, for example the increase in delivery options becoming available to Londoners.
“Further growth should be expected as these options are expanded across the UK,” he continued.
The World Cup also influenced what people were searching for.
It brought a rise in Latin American cuisine searches of 35 per cent year-on-year while the warm weather led to an increase in barbecue and beer related queries.