Share of monthly online grocery shoppers in the U.S. 2023, by generation

Published by Lynn Beyrouthy, Feb 15, 2024
In a survey conducted in the second quarter of 2023, nearly two-thirds of Millennials in the United States reported shopping for groceries online on a monthly basis, compared to around 36 percent of Gen X respondents.

Share of shoppers buying groceries online on a monthly basis in the United States in the 2nd quarter 2023, by generation

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Release date

February 2024

Region

United States

Survey time period

Q2 2023

Number of respondents

1,000 respondents*

Supplementary notes

*19,293 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czech Republic, and Greece.

The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
Date of release is date of access.

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Overview

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Categories

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Online retailers

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Consumer behavior

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Leading grocers profile

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Topics

U.S. Gen X: grocery shopping behaviorOnline grocery shopping in the United StatesFood shopping behavior in the U.S.U.S. generations: grocery shopping behaviorU.S. Gen Z & millennials: consumer goods and shopping behavior
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