half of grocery purchases are influenced by digital today. For brands and retailers to win in this space, it means gaining a clear understanding of the evolving needs and expectations of the digital grocery shopper. While convenience and cost savings are the most evident purchase drivers, they are just the tip of the iceberg. In the US itself, more than a quarter of shoppers prefer ordering groceries online; and the Baby Boomer generation is no small part of this clan.

To help online grocery players in the US gain a granular understanding of customer needs, we conducted an online survey analyzing various purchase dynamics like most-shopped product categories, most-preferred grocery shopping apps, purchase frequencies, product content aspects that matter most, and so on. Our whitepaper demystifies the prevalent online grocery shopping behavior while shedding light on different inducers, and preferences across age groups to arm both FMCG brands and retailers with relevant consumer insights to win online.