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Survey: Online shoppers prefer certain products

Some product categories are more popular online than others, according to the Q4 IRI Consumer Connect survey.

Survey results indicate that e-commerce shoppers take care of themselves first. Thirty percent of total U.S. consumers purchase home care products online. This includes 43% of Millennials, 36% of Gen Xers, 27% of Baby Boomers and 19% of seniors.

The survey shows similar results for online purchase of beauty and personal care products – 29% overall, including 45% of Millennials, 35% of Gen Xers, 27% of Baby Boomers and 14% of seniors.

In addition, buying online and picking up in the store (BOPIS) is popular, especially with younger consumers. Thirty-eight percent of all consumers like BOPIS, including 49% of Millennials, 48% of Gen Xers, 38% of Baby Boomers and 24% of seniors.

When it comes to making impulse online purchases, younger consumers actually show more restraint than their elders. More than half (54%) of Millennials and Gen Xers report they are less likely to make impulse purchases when buying online, compared to 50% of consumers overall and 49% of Baby Boomers and 44% of seniors.

E-commerce sales for the latest 52 weeks ending Dec. 30, 2018 were $58.9 billion, a 35.4% increase from a year earlier. These sales account for only 11% of total CPG retail sales; however, e-commerce accounts for 64% of total omnichannel growth.
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