Although the majority of grocery shopping is still done in-store, a growing number of Millennials are choosing to grocery shop online, for a number of different reasons.
A growing number of shoppers have started doing their grocery shopping online; however, data shows that, despite the fact that more and more consumers are choosing to shop online, the majority of consumers still elect to grocery shop in-store.
According to a 2015 report by Nielsen, today, 25% of grocery shoppers buy online. Millennials polled by Retale, however, were more likely to buy groceries digitally, with 30% having placed orders online. Alternatively, 70% have not.
“Millennials are digital natives,” said Dermody. “It’s why they’re more inclined to buy online. Still, they overwhelmingly prefer to shop for groceries in-store.”
41% of older Millennials, 26-34, have ordered groceries online, while only 13% of younger millennials, 18-25, have used this service.
“As you get older, you’re more likely to have your own multi-person household, which increases your grocery needs and makes shopping more time consuming,” said Dermody. “As a result, for some, buying online can seem more convenient and efficient.”
Of the 30% of all Millennials who had placed online grocery orders, the split was about even between the use of smartphones or tablets (51%) and the use of a desktop or PC (48%).
Just over 60% of all Millennials who have ordered online had the store deliver their groceries, with 26% of respondents opting to pick them up in-store. A small group of respondents (11%) said they had used both options.
The main reason for ordering online was convenience, while the second most popular answer was savings. 48% of those ordering online said they were saving time, while 35% said they were saving money. 12% of respondents said they ordered online because they did not have a car, so shipping home was the easier option.
“This is one area of the survey where price was not the primary driver,” said Dermody. “Many millennials who use this service are looking for ways to save time above all else – even if it potentially means paying more, including a delivery fee.”