Report: The Online Grocery Shopper

Released: September 25th, 2014

The Online Grocery Shopper

Executive Summary

This report aims to profile online grocery shoppers in four European countries: Germany, France, the Netherlands and the United Kingdom. Findings are based on a combination of desk research and a quantitative study of 250 online grocery shoppers. Key outcomes include shopper demographics, socio-economic backgrounds and cultural & psychological preferences of the online grocery shopper in Europe.

Key findings of the study include:

More than any population group; Generation Y or Generation X are the most active online grocery shoppers. Born between 1965 and 1994, they live in urban areas, have a high level of formal education and relatively high incomes. European online grocery shoppers prefer PCs and laptops over mobile phones when ordering groceries online and they want to get their groceries delivered to their homes instead of picking them up on their own.

The Online Grocery Shopper