Survey: This grocery service draws younger consumers

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Survey: This grocery service draws younger consumers

By Dan Berthiaume - 09/20/2019
Millennial and Gen Z shoppers are driving growth in a specific omnichannel grocery offering.

According to a recent survey of 1,000 CPG shoppers from advertising platform Criteo, many consumers have already used online delivery services for their grocery purchases. Forty-three percent of respondents have had groceries delivered by mail (such as Amazon.com), and another 35% have not but would consider this type of delivery.

Similarly, 36% of respondents have had groceries delivered by driver (such as Instacart or Amazon Fresh), and 33% would consider doing so. Only 24% of respondents have used an automatic replenishment program for frequent grocery purchases, but 35% would consider doing so. And 22% of respondents have had items from a specialty grocer (such as Harry and David) delivered by mail, while 40% would consider doing so. One out of three respondents who have not yet used online grocery delivery services said they would now consider doing so.

Breaking responses down by generation, the study reveals younger consumers are much more likely to use omnichannel grocery delivery services than older consumers. Forty-seven percent of millennial and Gen Z respondents have had groceries delivered by mail, compared to 43% of Gen X and 39% of baby boomers and Silent Generation.

In addition, 49% of millennial and Gen Z respondents have had groceries delivered by driver, compared to 32% of Gen X and 24% of baby boomers and Silent Generation. The generational disparity is even more pronounced in use of automatic replenishment services: 36% of millennial and Gen Z respondents have used this grocery delivery option, compared to only 18% of Gen X and 14% of baby boomers and Silent Generation.