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Gen X Grocery Shopping Snapshot

For years, Gen X’ers had no choice but to purchase their groceries in a brick-and-mortar store. But today, most use a blend of online and in-store shopping to get what they need. Here’s a look at how Gen X’ers are browsing and buying groceries online and in-store – and how ratings and reviews and other types of UGC influence their purchase behavior. 

Where Gen X Shops for Groceries

It’s clear online grocery shopping is growing in popularity among Gen X shoppers. But brick-and-mortar continues to thrive. 

of Gen X 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 %

Gen X’s Online Grocery Shopping Habits

Gen X’ers shop online for many reasons. And when they do, they’re not always sticking to the products they know and love. 

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
73%
Avoiding impulse purchases that happen in-store
37%
Ease of comparing products and prices online
33%
Ease of accessing product information, including reviews
29%

The Influence of Ratings and Reviews on Gen X’s Online Grocery Shopping Habits

Gen X turns to ratings and reviews across myriad product categories. Grocery is no exception. 

of Gen X 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

Ratings and reviews empower online grocery shoppers to make informed purchase decisions. But Gen X’ers also find tremendous value in other types of user-generated content.

of Gen X 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 %

Gen X's In-Store Grocery Shopping Habits

Gen X’ers continue to purchase a portion of their groceries in-store. When they do, they often reach for their phones to help them shop. 

Top Ways Gen X Use Their Mobile Phones While Shopping for Groceries In-Store
Find or redeem coupons
72%
Read product ratings and reviews
51%
Search for competitor prices
51%
Review shopping lists
48%
Browse recipes
36%
Call/text a family/friend for opinions
29%

The Impact of Reviews on In-Store Grocery Shopping

Increasingly, Gen X’ers want to access ratings and reviews when shopping in-store for groceries. And the presence of this content positively impacts their purchase behavior. 

of Gen X 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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