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Millennial Grocery Shopping Snapshot

Millennials aren’t content to choose between online and in-store grocery shopping. Rather, most take an omnichannel approach to checking off their grocery shopping lists. Here’s a snapshot of how Millennials are purchasing groceries online and in-store – and how ratings and reviews are impacting their behavior across channels. 

Where Millennials Shop for Groceries

Millennials are the heaviest users of online grocery shopping services. But they’re purchasing grocery items in-store, too. 

of Millennials 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 %

Millennials’ Online Grocery Shopping Habits

Millennials opt to shop online for myriad reasons. But they’re not always sticking to their tried-and-true products when they do. 

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
81%
Avoiding impulse purchases that happen in-store
44%
Ease of comparing products and prices online
41%
Ease of accessing product information, including reviews
37%

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

Millennials depend on reviews to make informed purchase decisions across myriad product and service categories. Grocery is no exception. 

of Millennials 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 are an important resource for Millennials shopping online for groceries.  However, they also value other types of user-generated content. 

of Millennials 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 %

Millennials’ In-Store Grocery Shopping Habits

Millennials continue to shop for groceries in brick-and-mortar stores. And they can often be found pulling out their mobile devices to help them shop. 

Top Ways Millennials Use Their Mobile Phones While Shopping for Groceries In-Store
Find or redeem coupons
75%
Read product ratings and reviews
65%
Search for competitor prices
60%
Review shopping lists
57%
Browse recipes
45%
Call/text a family/friend for opinions
37%

The Impact of Reviews on In-Store Grocery Shopping

Increasingly, Millennials want to access ratings and reviews while shopping for groceries in-store. The presence of this content has a powerful impact on purchase behavior. 

of Millennials 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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