Men from ages 18-44 are found to form the majority of online grocery shoppers, according to a report by The NPD Group.
It states Amazon Prime members and young adults are other groups more likely to grocery shop online.
The internet is quickly becoming the virtual grocery store for many US consumers with 52 million currently grocery shopping online.
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 building families, and many Boomers are becoming widowers, more than 40% of primary grocery shoppers are men.
Some 60% of men, 18 to 44, have purchased groceries online.
The 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 cannot find an item.
Online grocery shopping is the answer for men who are looking to avoid physical trips to the store.
Another large online grocery shopping group is Amazon Prime members.
With 31 million households with an Amazon Prime membership or access to one, 52% of members shop for groceries online.
The e-commerce site already dominates online grocery shopping and a quick delivery benefit that comes with an Amazon Prime membership.
Online-savvy generations
Young adults of the Gen Z and Millennial generations, who were born and raised in the tech era, also favor grocery shopping online.
It is second nature for these young adults to use the Internet for all types of purchases.
Online grocery shopping is especially appealing to Millennials who appreciate global cuisines and can find what they need online and see food shopping, preparation and eating as an experience rather than just sustenance.
“Although online grocery shopping lags other e-commerce industries in terms of development, it is growing and the groups that are the most active online grocery shoppers are large,” says Darren Seifer, food and beverage industry analyst.
“Now is the time to start developing test programs if you lack an e-commerce program or to expand your current services.”
“Keep in mind it’s about saving consumers time using an online presence for them to get the foods and beverages they’re accustomed to consuming.”
