美国线上超市thrive market用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

delivery:

Thrive

Marketusers

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofThrive

Market

users

in

theUnitedStates:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

ThriveMarket

users

inthe

UnitedStates(’’brandusers’’)

againstU.S.grocery

delivery

users

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

States)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsThrive

Market

ranks

outside

the

top

10

of

most

used

grocery

delivery

services

inthe

U.S.Management

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinthe

U.S.Walmart53%Amazon

/Amazon

Fresh

/Amazon

Pantry42%CostcoAldi25%20%20%InstacartBlueApronHelloFreshBurpy15%12%11%Deliv11%10%EveryPlate4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=3008,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Thrive

Market

users

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsThriveMarket

is

more

popularamongMillennials

thanother

grocery

deliveryservices.Safety

and

security

isless

important

toThriveMarket

users

thantoothergrocery

delivery

users.Itstands

out

that45%

ofThrive

Marketusers

trytoavoid

plasticpackagingwhen

buying

food.ThriveMarket

users

access

theinternetviaasmartwatch

more

often

thantheaverage

grocery

delivery

user.ThriveMarket

is

more

popularamongFamily

andparentingarerelativelymale

grocery

delivery

usersthanfemale

prevalent

interests

of

ThriveMarket38%

ofThrive

Market

users

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

ThriveMarket

usersinteract

with

companies

more

oftenthan

other

grocery

delivery

users.grocery

delivery

users.users.ThriveMarket

hasalarger

share

ofusers

with

ahigh

income

thanothergrocery

delivery

services.Carsor

vehicles

are

relatively

popularhobbiesamong

ThriveMarket

users.Arelatively

highshare

ofThrive

Marketusers

think

thatfood

&water

security

isanissuethatneeds

tobeaddressed.ThriveMarket

users

remember

seeingadson

blogs

and

forums

more

oftenthan

other

grocery

delivery

users.ThriveMarket

users

are

more

likely

toliveincities

and

urbanareas

thangrocery

delivery

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Thrive

Market

is

more

popular

among

Millennials

than

other

grocery

deliveryservicesDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users26%25%59%14%1%Category

usersAllrespondents44%23%8%22%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=190,

Thrive

Marketusers,

n=3008,

grocery

deliveryusers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Thrive

Market

is

more

popular

among

male

grocery

delivery

users

than

femalegrocery

delivery

usersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users63%37%Category

usersAllrespondents54%46%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=190,

Thrive

Marketusers,n=3008,

grocery

deliveryusers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Thrive

Market

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%36%33%27%25%23%17%17%17%15%12%9%7%6%5%4%3%3%0%

0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youordered

groceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=190,

ThriveMarketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Thrive

Market

has

a

larger

share

of

users

with

a

high

income

than

other

grocerydelivery

servicesDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users68%16%16%Category

usersAllrespondents41%31%28%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:n=190,

Thrive

Marketusers,n=3008,

grocery

deliveryusers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Thrive

Market

users

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live52%30%24%20%19%18%15%15%14%12%11%11%10%9%8%8%7%5%

5%

4%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

thepast

12

months?";

Multi

Pick;Base:

n=190,

ThriveMarketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Thrive

Market

users

are

more

likely

to

live

in

cities

and

urban

areas

than

grocerydelivery

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.31%29%27%23%22%21%19%18%17%17%14%14%11%10%9%8%6%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

providershave

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=190,

Thrive

Market

users,n=3008,grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Thrive

Market

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users11%12%11%86%84%3%3%4%Category

usersAllrespondents85%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=190,

ThriveMarketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Thrive

Market

users

than

to

othergrocery

delivery

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%47%46%49%48%43%43%39%39%39%38%31%29%28%32%31%30%24%29%26%25%22%18%14%13%15%14%14%13%12%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12months?";

Multi

Pick;Base:n=190,

Thrive

Market

users,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Thrive

Market

usersConsumer

lifestyle:

main

interestsTop10

interestsofThriveMarket

usersintheU.S.55%53%51%49%49%47%46%45%45%42%41%42%41%41%35%33%31%

32%30%30%29%29%29%27%25%25%26%23%22%22%Movies,TVshows&musicFood

&diningScience

&technologySportsFinance&economyFamily

&parentingTravelHealth

&fitnessFashion&beautyArts&literatureBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=190,

Thrive

Marketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Thrive

Market

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofThriveMarket

usersintheU.S.52%47%47%46%45%44%42%42%41%41%40%38%36%35%35%34%33%33%31%29%30%29%22%22%20%20%19%19%19%16%Video

gamingCooking/bakingTravelingReadingOutdooractivitiesPetsDoing

sportsandfitnessCars/vehiclesPhotographyMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=190,

Thrive

Marketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Thrive

Market

users

are

more

likely

to

play

table

tennis

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofThriveMarket

usersintheU.S.29%27%25%25%24%24%23%23%23%22%14%13%12%11%11%11%10%10%9%9%9%8%7%7%6%6%5%5%4%4%BasketballFitness,aerobics,cardioAmericanFootball

/FlagFootballDancingCyclingBaseball/SoftballGolfSoccerTableTennisCricketBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=104,Thrive

Marketusers,n=2133,

grocery

delivery

users,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023Thrive

Market

users

are

more

likely

to

follow

table

tennis

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byThrive

Market

usersintheU.S.35%34%27%26%25%25%23%22%

22%22%22%22%19%17%14%

15%9%9%7%8%7%7%6%5%4%4%4%3%3%2%BasketballAmericanfootballBaseballSoccerBoxingTabletennisTennisGolfCyclingVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=89,Thrive

Marketusers,n=1765,

grocery

delivery

users,n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

45%

of

Thrive

Market

users

try

to

avoid

plastic

packaging

whenbuying

foodConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninthe

U.S.61%54%53%51%45%38%37%34%31%25%25%22%19%19%

19%Iactively

trytoeathealthyFood

mustbeconvenient

andfastItrytoavoidplasticpackagingwhen

buying

foodItrytoeat

lessmeatIdonotenjoy

cookingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=190,

Thrive

Marketusers,n=3008,grocery

delivery

users,n=10012,

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

Thrive

Market

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.41%37%33%32%26%25%21%20%20%16%12%10%6%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:

n=190,

ThriveMarketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Thrive

Market

users

think

that

food

&

water

security

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

Thrive

Market

users53%37%40%44%38%39%43%42%42%42%40%40%38%32%32%33%36%36%36%35%35%33%31%30%29%28%27%27%

28%27%Food

andwater

security

social

securityHealth

andEconomicsituationRising

prices/inflation/cost

of

livingCrimeCivilrightsClimatechangeEducationEnvironmentPovertyBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

inthe

past

12

months?";

Multi

Pick;Base:n=190,

Thrive

Marketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Thrive

Market

users

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users20%22%21%14%61%5%Category

usersAllrespondents25%28%40%13%34%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=190,

ThriveMarketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsThrive

Market

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

grocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet94%89%

89%78%73%68%65%64%63%61%61%60%59%57%56%52%46%44%40%38%37%35%35%34%33%26%26%SmartphoneLaptopSmart

TVTabletGaming

consoleCategory

usersSmartwatchStreaming

deviceDesktop

PCSmart

speakersBrand

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:n=190,

Thrive

Marketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Thrive

Market

users

interact

with

companies

more

often

thanother

grocery

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype61%52%58%49%

49%56%49%53%

54%54%51%49%49%44%42%48%47%47%44%43%38%36%35%33%27%33%28%22%22%16%8%8%6%4%4%2%FollowedpeopleCommented

Liked

posts

SentprivateLikedcompanypostsPostedpictures/videosPosted

texts/statusFollowedcompaniesSharedcompanypostsSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beverages

ormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=190,

Thrive

Marketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Thrive

Market

users

tend

to

read

magazines

more

often

than

grocery

deliveryusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks83%78%

71%74%74%71%70%67%65%54%65%64%63%57%54%55%48%54%50%46%45%34%40%36%34%33%25%33%28%23%19%17%14%DigitalvideocontentTVRadioMovies

/cinemaDigitalmusiccontentMagazinesDailynewspapersPodcastsOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providershave

youorderedgroceries,beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=190,

Thrive

Marketusers,n=3008,

grocery

delivery

users,n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Thrive

Market

users

remember

seeing

ads

on

blogs

andforums

more

oftenthan

other

grocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereThriveMarket

usersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks54%54%53%53%48%47%45%44%

44%40%40%39%39%38%37%37%35%34%33%32%30%28%29%27%24%22%18%16%14%11%Search

engines

Social

media

Video

streaming

Video

portalsservicesWebsitesandappsof

brandsVideo

gamesOnlinestoresBlogs/forumsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:n=190,

Thrive

Marketusers,n=3008,

grocery

delivery

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Thrive

Market

users

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

grocery

delivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks57%53%50%48%47%47%35%46%45%43%43%34%34%

34%33%33%29%

29%23%23%21%19%18%16%OnTVOntheradioOnadvertisingspacesDirectly

inthestoreBy

mailshot

/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,