In the Netherlands, Millennials are the most eager to buy their groceries online. According to a survey carried out In the spring of 2023, 34 percent of surveyed Dutch consumers aged between 25 and 40 years old prefer to buy grocery products via e-commerce. This was a 21 percentage point difference with older Baby Boomers.
Share of shoppers buying groceries online in the Netherlands in 2nd quarter 2023, by generational cohorts
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Share of shoppers buying groceries online in the Netherlands in 2nd quarter 2023, by generational cohorts
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19,293 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
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Klarna. (December 13, 2023). Share of shoppers buying groceries online in the Netherlands in 2nd quarter 2023, by generational cohorts [Graph]. In Statista. Retrieved April 03, 2025, from https://www.statista.com/statistics/1307057/online-grocery-shoppers-by-generation-netherlands/
Klarna. "Share of shoppers buying groceries online in the Netherlands in 2nd quarter 2023, by generational cohorts." Chart. December 13, 2023. Statista. Accessed April 03, 2025. https://www.statista.com/statistics/1307057/online-grocery-shoppers-by-generation-netherlands/
Klarna. (2023). Share of shoppers buying groceries online in the Netherlands in 2nd quarter 2023, by generational cohorts. Statista. Statista Inc.. Accessed: April 03, 2025. https://www.statista.com/statistics/1307057/online-grocery-shoppers-by-generation-netherlands/
Klarna. "Share of Shoppers Buying Groceries Online in The Netherlands in 2nd Quarter 2023, by Generational Cohorts." Statista, Statista Inc., 13 Dec 2023, https://www.statista.com/statistics/1307057/online-grocery-shoppers-by-generation-netherlands/
Klarna, Share of shoppers buying groceries online in the Netherlands in 2nd quarter 2023, by generational cohorts Statista, https://www.statista.com/statistics/1307057/online-grocery-shoppers-by-generation-netherlands/ (last visited April 03, 2025)
Share of shoppers buying groceries online in the Netherlands in 2nd quarter 2023, by generational cohorts [Graph], Klarna, December 13, 2023. [Online]. Available: https://www.statista.com/statistics/1307057/online-grocery-shoppers-by-generation-netherlands/
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