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Boomer Grocery Shopping Snapshot

In the past, Boomers lagged behind other generations in terms of online grocery adoption. But today, a growing portion employs a blend of online and in-store shopping to tick off their lists. Here’s a snapshot of how Boomers are shopping for groceries online and in-store – and how ratings and reviews and other types of UGC impact their behavior across both channels. 

Where Boomers Shop for Groceries

Increasingly, Boomers are getting comfortable browsing and buying groceries online. But that doesn’t mean they’re abandoning brick-and-mortar grocery stores. 

of Boomers have made an online grocery purchase within the last three months.
0 %
have made an in-store grocery purchase in the same time period.
0 %

Boomers’ Online Grocery Shopping Habits

Boomers shop online for groceries for many reasons. When they do, they often stray from their list of tried-and-true products. 

stick closely to a list when shopping for groceries online.
0 %
are open to buying new products when shopping for groceries online.
0 %
Top Reasons They Shop for Groceries Online
Time savings
56%
Avoiding impulse purchases that happen in-store
27%
Ease of comparing products and prices online
26%
Ease of accessing product information, including reviews
26%

The Influence of Ratings and Reviews on Boomers’ Online Grocery Shopping Habits

Boomers turn to reviews when shopping online for just about any type of product. Groceries are no exception. 

of Boomers read reviews when shopping online for groceries at least sometimes.
0 %
say ratings and reviews increase their likelihood of clicking through to a product page.
0 %
are more likely to purchase a grocery item online they’ve never purchased before if there are customer reviews available for it.
0 %

The Value of Other Types of UGC for Online Grocery Shoppers

Increasingly, Boomers value other types of user-generated content when shopping online for groceries. 

of Boomers say that Q&A would be useful when deciding whether or not to purchase a grocery item online.
0 %
say it would be useful to see customer-submitted imagery.
0 %
feel that user-submitted video would be helpful.
0 %

Boomers’ In-Store Grocery Shopping Habits

Boomers still frequent brick-and-mortar grocery stores. When they do, they often use their mobile phones to help them shop. 

Top Ways Boomers Use Their Mobile Phones While Shopping for Groceries In-Store
Find or redeem coupons
58%
Search for competitor prices
35%
Review shopping lists
35%
Read product ratings and reviews
32%
Browse recipes
23%
Call/text a family/friend for opinions
16%

The Impact of Reviews on In-Store Grocery Shopping

Reviews aren’t just for online shopping. Increasingly, Boomers want to be able to access this content while shopping in brick-and-mortar grocery stores. And when they’re able to find it, their conversion likelihood increases. 

of Boomers are at least somewhat interested in accessing ratings/reviews when considering a new grocery product in a store.
0 %
are more likely to buy an unknown grocery item in-store after reading reviews for it.
0 %
This research is taken from our Grocery and CPG: Key Shopping Trends in 2023, a survey of 17,683 US consumers fielded in April 2023.

Check out the survey hub for further insights.
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