Millennials with children are 50 percent more likely to shop for groceries online than total U.S. shoppers. According to a new survey from the Coca-Cola Co., online grocery shoppers are also more likely to be members of affluent households, multiculturals and urbanites.
The survey, iSHOP, looked at shoppers of more than 300 retailers in the United States including food, drug, mass and convenience stores.
Convenience was cited by 35 percent of respondents as the biggest reason for choosing to shop online. The next biggest reason is price and value, 26 percent said. Other reasons include an extensive assortment, 22 percent, and delivery, 17 percent.
"People are working longer hours so they want to shop on their time," said Pam Basciani, group director, large store channel planning and development for the Coca-Cola Co.
In addition, products that land on shoppers' online lists are more likely to be repeat purchases, with 58 percent of purchases coming from shoppers' favorites lists.
Products most likely to be purchased include health and beauty, 69 percent; shelf-stable food, 44 percent; household paper goods, 43 percent; pet care, 36 percent; fresh foods, 20 percent; and baby care, 13 percent.
The study also suggests food and alcohol sales online will grow 10 times faster than in-store and that online shoppers spend 20 to 40 percent more than in-store-only shoppers.
Online grocery shopping increased by 29 percent between 2014 and 2015, according to a survey by 72 Point, and continues to grow in popularity.
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