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2017 Grocery Industry Report: Stop Blaming the Millennials

For our 2017 Grocery Industry Report, we decided it was time to stop asking if and where people are grocery shopping on and offline, and instead start asking who and how.  So between April 10 and April 24, we surveyed 1,687 respondents from our proprietary database, The Source, asking them about their online and in-store shopping habits, priorities, and pain points. The results should be instructive to grocers at a critical moment in the unfolding story of online grocery shopping.

The 14-page report offers an expansive deep-dive into not just online grocery shopping but the grocery industry as a whole, examining current trends, exploring shopper archetypes, and charting the divide between online and brick-and-mortar.

Topics include:

  • The Online Generation and Online Grocery Shopping: Nearly every conversation about online grocery shopping begins and ends with millennials—there is a general perception that in relation to other generations, millennials are disproportionately migrating their grocery shopping online. But our study offers some interesting counterpoints to this narrative, suggesting it is far more complicated than that.
  • The How of Online Shopping: We also start to explore how people, across generations, actually go about shopping for groceries online—how they decide on items, how they find them, and how grocers can leverage this information to increase online spend.
  • Customer Service and Brick-and-Mortar: Of course, there’s useful information for brick-and-mortar stores as well. For example, we asked shoppers to define customer service in their own words—rather than using a multiple choice or check all that apply, we wanted them to organically describe what it meant to them. Some of the results were expected some were rather surprising.
  • Shopper-type Archetypes: The complete study also includes profiles of four unique shopper types: bulk bin shoppers, ethnic aisle shoppers, meal kit shoppers, and vegetarians. What buying habits and proclivities are unique to each of these shopper types, how can grocers better target them when rolling out new products, expanding sections, or designing marketing materials?
  • Amazon’s recent attempt to purchase Whole Foods: What context can our report provide for this year’s biggest grocery news?

Find out the answers to these and many other questions by downloading the full report here.

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