Photograph: Shutterstock
By Kristina Hurtig
Source: www.winsightgrocerybusiness.com, August 2021


Avoiding lines/saving a trip most popular reason to shop online among Gen Z, Rosie survey finds

While safety concerns related to COVID drove more people to buy groceries online for pickup or delivery in the past year, it’s not the primary reason why consumers are shopping online.

The most popular reason, at 50%, is to save a trip to the grocery store and/or avoid lines, with COVID/safety concerns at 18%, according to a June survey of 5,000 online grocery shoppers by Rosie. Saving time was also the most popular reason among Gen Z (ages 23 and under) at 45%.

Rosie, an e-commerce solution for independent grocers and wholesalers, further found that most shoppers (80%) plan to continue placing grocery orders online at the same rate or more in the coming 12 months. This includes 87% of millennial respondents (ages 24-40) and 78% of Gen X/baby boomers (ages 41-70+).