Click into the Cart

Online grocery shopping has revolutionized how we stock up on food, catering to the diverse needs of different age groups. Consumers have developed a variety of preferences both generational and personal for how to shop with the click of a button. A recent study* done by the Hormel Foods Brand Fuel team explores these attitudes.

Meeting Consumer Needs

When making online purchases, routine grocery shopping steals the show, making everyday essentials just a few clicks away. Consumers searching for specific items is a close second, and quick fill-in trips are popular too.

In virtual shopping carts, shelf-stable foods like canned veggies, snacks, and beverages top the list. These items align with the needs of online shoppers seeking convenience and stocking up and is fairly consistent across generations. whereas interest in purchasing groceries that require refrigeration drops off dramatically amongst consumers 55+.

Purchasing Online Refrigerated Meat

36

Consumers 55+

Interested in Purchasing

71

Consumers 35-54

Interested in Purchasing

56

Consumers 18-34

Interested in Purchasing

* Toluna Start survey United States sample N=203 Primary- or Shared-Responsibility Grocery Shoppers Ages 25-64 Fielded 7/10/23

Consumer Expectations

When it comes to savings, it’s a mixed bag—about half of consumers expect discounts, while others prioritize convenience over cost-saving measures.

procurement

50% of Consumers

use e-commerce to search for discounts and deals to save

* Toluna Start survey United States sample N=203 Primary- or Shared-Responsibility Grocery Shoppers Ages 25-64 Fielded 7/10/23

E-Commerce Time to Deliver

Delivery methods vary, with a third of consumers preferring touchless drop-off at their doorstep. Followed by curbside pick up outside the store and pickup inside the store. Very few consumers regardless of generation opt for groceries to be stored in their kitchen directly.

15

Pick-Up In Store

23

Curbside Pick-Up

33

Delivery To Home

* Toluna Start survey United States sample N=203 Primary- or Shared-Responsibility Grocery Shoppers Ages 25-64 Fielded 7/10/23

The Debate Tipping

Tipping is a topic of debate when purchasing groceries online, with about a third of consumers consistently leaving a tip.

32

Always

16

Never

20

Sometimes

* Toluna Start survey United States sample N=203 Primary- or Shared-Responsibility Grocery Shoppers Ages 25-64 Fielded 7/10/23

There you have it—a glimpse into the fascinating world of online grocery shopping, where convenience meets individual tastes and preferences across generations. Subscribe to the Originate Initiative newsletter for more insights from the Hormel Foods Brand Fuel team.

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