52% of Amazon prime members shop for groceries online
Although online grocery shoppers can be found across all demographic groups, they are more likely to be younger men, ages 18-44, according to a recent report on online grocery shopping by The NPD Group, a leading global information company. Amazon Prime members and young adults are other groups more likely to grocery shop online, finds The NPD Group report, The Virtual Grocery Store.
The internet is quickly becoming the virtual grocery store for many US consumers with 52 million currently grocery shopping online, according to the NPD study. Grocery shopping online appeals to those who find grocery shopping a necessary evil and many of those who feel that way are men. Since many younger adults are delaying marriage and the formation of families, and many Boomers are becoming widowers, more than 40% of primary grocery shoppers are men and 60% of men, 18 to 44, have purchased groceries online. NPD has found that men tend to make grocery shopping a mission and spend less time in brick and mortar stores compared to women. Men will also buy fewer items on each trip and will likely leave the store if they can’t find an item. Online grocery shopping is the answer for men who are looking to avoid physical trips to the store. For these reasons, online shoppers are disproportionately men who are looking to avoid physical trips to the store.