E-shop : consumers disappointed by the freshness

Americans continue to increase their food purchases online but argue that freshest products are disappointing.

A survey commissioned by "Door To Door Organics" online website for organic products, reveals that 57% of respondents do not want to renew their fresh produce purchases online, claiming to have been disappointed by the quality and freshness at least 1 times during the last 12 months.

However, if the offer succeeds in ensuring that products are recently picked and packed, they would be 58% to revise their judgment. If the products are from a local farm 51% would accept to buy online. Finally, 23% of respondents refuse to buy fresh (fruits and vegetables, dairy products, meat) online.

Despite these views, the overall food online shopping figure continues to grow. Analysts now estimated that online agro-food shopping is 19% market share, almost 1/5 of total food expenditure.