The number of British people who now do all of their grocery shopping online has doubled in three years, new figures show.
According to analysts Mintel, 14 per cent of Britons now avoid the supermarket altogether in favour of online grocers — up from seven person recorded in 2014.
Overall, 48 per cent of consumers do at least some grocery shopping online, up from 43 per cent in 2014.
In addition, an increasing number of shoppers are opting to avoid a trip to the supermarket, with 29 per cent saying that in the past 12 months they have done more of their grocery shopping through the internet.
“Online grocery is the quickest growing grocery channel,” Mintel senior retail analyst Nick Carroll said.
“The fact that younger consumers are far more likely to shop online highlights that rising smartphone ownership and internet connectivity has created an expectation from consumers that they can get what they want, whenever they want it.”
Meanwhile, 60 per cent of those who do online grocery shopping say they would be happy to purchase a full weekly shop online from discounters.
“When it comes to the discounters, they have been a disruptive force in the UK grocery market, but this has been limited to physical retail to date,” Carroll said.
“Our research shows there will certainly be a market for the discounters if they decide to take the plunge into online retailing.”