A Q4 survey discovered that 41% of U.S. adults plan to buy groceries online, while the same is true for 55% of Millennials. Nearly half of Gen Xers agreed they would be likely to buy groceries online, as did a third of older respondents.
Data from Gallup has also indicated a distinct age skew in online grocery shopping towards the youth. In all, 28% of adults who were surveyed said they bought groceries online.
Other results from the study showed more than six in ten Millennials and Gen Xers would be persuaded by a good online review to switch to a new consumer package goods (CPG) brand. Most category growth has gone to smaller fast moving consumer goods (FMCG) manufacturers in the last few years. The survey suggests they could benefit from online reviews.
Consumers are switching to online options for buying CPGs for a number of reasons. Most of the Millennials and Gen Xers surveyed agreed that pre-ordering and collecting items in the store lets them save time while avoiding shipping fees.
Many also felt that buying home and personal care items and beauty products online let them find lower prices, but fewer felt medications, food, and beverages were cheaper online.
One interesting benefit half of adults who bought online cited was cutting back on the likelihood of impulse purchases. This was a relevant point because 31% said it was a struggle to afford the groceries they needed. That being the case, many save money with methods like downloading coupons (55%) and comparing retail prices to find the most cost-effective options for items they needed (51%).
In the broad picture, the biggest factors driving choice of channel were free delivery, fast delivering, and offering in-store pickup.