‘Webrooming’ widespread in food purchasing decisions

The food industry can no longer afford to ignore the influence of technology on consumer buying habits as ‘webrooming’ becomes widespread, recent research shows. The practice of scrutinising ingredient lists and verifying nutritional claims online before buying in store - also known as webrooming - is increasingly common. 48% of respondents are already using technology to compare products and a significant 17% frequently change their mind about buying food and drink after checking information online.
Over one in ten of respondents said they always use mobile apps at the point of purchase to check nutritional values and 46% sometimes do so (News Item Ingredion, 26 April 2018).
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