Smartphone searches: A recipe for grocery sales success

All device grocery search volumes grew 22% in the second quarter of 2014 compared with the same quarter a year earlier.

Search volumes on smartphones outpaced search volumes on tablets, with growth of 94% compared with growth on tablets of 28%.

Helen Dickinson, Director General, British Retail Consortium, said: "In a change that will give particular cheer to grocery retailers, the latest BRC-Google numbers show that customers are increasingly turning to their tablet computers and smartphones for culinary guidance. With recipes dominating the top ten search terms and a personal favourite, chocolate cake recipes, topping it, 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.

"The internet is also proving to be a valuable resource for those with special dietary requirements. A spectacular 122% rise in smart phone searches in this category 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.

"Across all devices, searches for grocery items were up 22% on the same quarter last year. Customers, it seems, are looking for the best value across everything they buy. Grocery retailers with a great online offer are set to benefit as consumers turn to looking online for the best prices for the food they buy."

Peter Fitzgerald, Retail Director, Google, said: "Grocery shoppers have embraced mobile technology, with nearly double the number of searches coming from mobile devices compared to last year. Greater London has 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.

"The warm weather led to an increase in barbecue and beer related queries, plus the World Cup brought a rise in Latin American cuisine searches of 35% year-on-year. However, Britain still remains health-conscious, with significant growth reported in diet, organic and weight-loss foods."