Three-Quarters of Millennials Purchase Groceries Online

Online grocers looking to drive adoption would be best served to focus on the needs and preferences of millennials, given that these consumers are the most likely of all generations to purchase their groceries digitally.

By the Numbers

Research from PYMNTS’ new study “Super Apps for the Super Connected,” created in collaboration with PayPal, which drew from a survey of more than 9,900 consumers across the United States, the United Kingdom, Australia and Germany, found that 76% of millennials in these four countries bought groceries online. This share is greater than that of any other generation.

Read more: Super Apps Promise Relief for Always-on Millennials

The Data in Action

Grocery technology giant Instacart, for one, has been targeting this demographic by boosting its features for families. Given that millennials range from their late 20s to early 40s, many of these consumers have young children at home.

In June, for instance, the eGrocery company announced the launch of Instacart+ Family Accounts that can be shared with one other person for no added cost and Family Carts with which different household members can add items to the same cart.

See more: Instacart Launches Family Carts for Subscribers

“With today’s launch, we’re making Instacart+ the most cost-effective way for families to buy groceries and essentials with Instacart, delivered in as fast as 30 minutes,” Instacart Head of Product Daniel Danker said in a statement at the time. “In addition to free delivery on orders over $35, credit back on pickup and reduced service fees, subscribers can now share Instacart+ with another person for free and shop together to make ordering truly effortless.”