Total retail search volumes in UK grew 22% in the second quarter (Q2) of 2014, when compared to the corresponding quarter in 2013, according to British Retail Consortium (BRC) and Google.
The growth was driven by 94% surge in retail search using smartphone devices. Growth on tablets devices was 28%.
British Retail Consortium director Helen Dickinson 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," Dickinson added.
During the period, the agency witnessed spectacular 122% rise in smart phone searches in internet. 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.
Total search volume for grocery items were up 22% on the same quarter last year.
"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," Dickinson said.
Google Retail director Peter Fitzgerald 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."