Gen Z eGrocery Adoption Outpaces Baby Boomers 4 to 1
BY PYMNTS | FEBRUARY 17, 2023
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With eGrocery adoption, PYMNTS data reveals a dramatic gap between younger and older consumers.
The Context
Grocers and other retailers, noting the prevalence of digital adoption among younger generations, have targeted their offerings to these consumers’ preferences. For instance, big-box chain Target recently announced the expansion of its center-aisle wellness offerings with more items such as vitamins and deodorants.
Plus, Albertsons Companies announced earlier this month that it is launching Sincerely Health. This wellness platform includes fitness integrations with trackers such as Apple Health and Fitbit, pharmacy offerings such as prescription management tools, vaccine appointment scheduling and goal-tracking features, among others.
Not to be outdone, DoorDash, which has been going after both consumers’ restaurant and grocery spending, has been wooing Gen Z with discounted and even sometimes free memberships for college students.
By the Numbers
Research from the latest edition of PYMNTS’ ConnectedEconomy™ study, “The ConnectedEconomy™ Monthly Report: Digitally Divided — Work, Health and the Income Gap,” which draws from a January survey of more than 2,700 U.S. consumers, finds that younger consumers are far more likely than their older counterparts to purchase their groceries via digital channels. The results revealed that 60% of Gen Z consumers selected and paid for groceries online in the first month of the year, as opposed to the 16% of baby boomers and seniors who did the same.
Indeed, Gen Z consumers are much more motivated by convenience than their older counterparts, likely driving much of this adoption. Findings from PYMNTS’ recent study “Changes in Grocery Shopping Habits and Perception,” for which we surveyed more than 2,400 U.S. consumers in late December, reveal that 45% of Gen Z consumers cited convenience as the most influential factor driving their decision to purchase fewer products from grocery stores and more products online. In contrast, only 31% of baby boomers and seniors said the same.
PYMNTS Data: Why Consumers Are Trying Digital Wallets
A PYMNTS study, “New Payments Options: Why Consumers Are Trying Digital Wallets” finds that 52% of US consumers tried out a new payment method in 2022, with many choosing to give digital wallets a try for the first time.
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