Accessibility Statement Skip Navigation
  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing
  • Login
  • GDPR
  • Create a Free Account
Return to PRWeb homepage
  • News
  • Resources
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
  • Business & Money
      • Auto & Transportation

      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Hamburger menu
  • Cision PRWeb provides efficient communication tools to continuously engage with target audiences across multiple online channels
  • Create a Free Account
    • ALL CONTACT INFO
    • Contact Us


      11AM ET Sunday – 8PM ET Friday

  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR

Retail Feedback Group Study Finds Surge In Dual Channel Grocery Shopping | Supermarkets Show Strongest Online Grocery Shopper Growth During Pandemic

Overall, 50% of in-store supermarket shoppers in the last 30 days also ordered groceries online. This shopping behavior is more common with Gen Z and Millennials, and to a lesser degree Gen X, followed more distantly by Boomers and the Silent Generation. It should also be noted that Gen Z shoppers registered the lowest overall satisfaction, relative to the other generations, for both their online and in-store experiences.


News provided by

Retail Feedback Group

Jun 30, 2020, 08:00 ET

Share this article

Share toX

Share this article

Share toX

Dual Channel Grocery Shopping By Generation
Dual Channel Grocery Shopping By Generation

LAKE SUCCESS, N.Y., June 30, 2020 /PRNewswire-PRWeb/ -- The Retail Feedback Group (RFG), a leader in providing actionable stakeholder feedback, today released the 2020 U.S. Online & In-Store Grocery Shopping Study. This report provides valuable insight from both online and in-store supermarket shoppers, collected during the COVID-19 pandemic.

Dual Channel Shopping Becoming More Common, Particularly Among Younger Shoppers
Overall, 50% of in-store supermarket shoppers in the last 30 days also ordered groceries online. Not surprisingly, this is even more common with Gen Z (66%) and Millennials (61%), and to a lesser degree Gen X (52%), followed more distantly by Boomers (37%) and the Silent Generation (38%). It should also be noted that Gen Z shoppers registered the lowest overall satisfaction, on a five-point scale where five is highest, relative to the other generations, for both their online (4.22) and in-store (4.02) experiences.

A key takeaway from our research is the extent to which individual shoppers are now buying groceries both in a store and online, and that this activity is strongest among the younger and growing generations.

Post this

"Grocers and analysts have traditionally segmented 'in-store shoppers' from 'online shoppers.' However, a key takeaway from our research is the extent to which individual shoppers are now buying groceries both in a store and online, and that this activity is strongest among the younger and growing generations," commented Doug Madenberg, RFG Principal. "We now have food shoppers who are able, and increasingly willing, to utilize a blend of physical stores and digital storefronts to meet their families' needs, and it will be paramount to satisfy these shoppers going forward."

Majority of Online Shoppers Used More Than One Service Provider in Last Three Months
While 38% of shoppers used one online grocery provider, 62% used two or more providers in the last three months, during the pandemic. This suggests many shoppers tried multiple services to see who could best meet their needs in terms of factors like product availability and pickup or delivery slots.

Online Grocery Shopping by Channel: Supermarkets Surged During Pandemic
The supermarket channel jumped to 34% of online shoppers indicating a supermarket as where they most recently shopped online for groceries during the pandemic (up from 22% in 2019). Walmart still registered the highest overall percentage of shoppers at 40% (showing a small increase from 37% in 2019) and Amazon decreased significantly from 29% to 14%. Instacart-fulfilled orders grew to 36%, up from 27% last year. However, despite the pandemic surge, supermarket shoppers constitute the largest percentage indicating they plan to shop less for grocery items online in the coming year (20%), as compared to Walmart (16%) and Amazon (13%) shoppers.

Overall satisfaction among online shoppers registered 4.38 (on a five-point scale), down from 4.48 in 2019. While all channels showed lower overall satisfaction as compared to the previous year, marks were still relatively high with Amazon leading (4.47), followed by Walmart (4.38) and Supermarkets (4.33). The Instacart-fulfilled subset had overall satisfaction of 4.35, down from 4.48 in 2019.

Brian Numainville, RFG Principal observed, "Considering the sudden, sizeable pressure on online grocery shopping during the pandemic, it is noteworthy overall satisfaction registered as high as it did. Although supermarkets surged in online shopping use, and many customers may stick, the results show some supermarket shoppers don't expect to continue online shopping. With that in mind, it will be important that supermarkets and online service providers maximize their investment by continually strengthening their offerings in order to retain existing customers, while attracting new ones, along with preparing for any future situations."

In-Store Shoppers Give Supermarkets Lower Ratings for Item Variety/Selection & Value for Money
In-store supermarket shoppers rated cleanliness of the store, on a five-point scale, at 4.41 and quality/freshness of the food and groceries at 4.37, as the strongest core experience factors. Associate friendliness, while the highest service rating, received a score of 4.30, followed by checkout speed/efficiency (4.25), associate helpfulness/knowledge (4.16) and the lowest scoring service area - associate availability – at 4.12. Item variety and selection plummeted to 4.00 (down from 4.38 in the previous study) and value for money, again at the bottom of the list, fell further still to 3.93 (from 4.17 previously). Overall satisfaction registered 4.08, a drop from 4.31 in the 2019 study.

In-Stock Conditions Challenging In-Store and Online
Stock levels presented a major challenge for shoppers in-store and online. About half of in-store supermarket shoppers (51%) indicated the store shopped wasn't in stock on everything they wanted to purchase. Results were similar for online food shoppers with 49% registering the inability to purchase everything they wanted due to out of stocks, and only 17% were able to purchase an acceptable substitution for ALL out of stock items, and fully 45% did not end up receiving all items ordered. Considering positive in-stock conditions lead to higher satisfaction, these out of stock conditions resulted in not only lost sales, but lower overall satisfaction.

Shoppers Concerned About Safety of Food and In-Store Supermarket Shopping During Pandemic
Whether purchased online or in-store, slightly more than half of the shoppers (54%) indicated they were highly confident the food they purchased during the pandemic was safe to eat, with most of the balance (44%) indicating they were only somewhat confident. Turning to shopping in a supermarket, just 33% were confident it was safe to do so.

Consumers Spending More, Shopping Less, and Stocking Up
While 55% of shoppers, either in-store or online, report shopping less frequently during the pandemic, 51% indicate they spent more per trip. As a result, shoppers also indicated they now stockpile products for longer periods of time. For instance, more shoppers keep two to four weeks of meat/seafood on hand now (55%) whereas previously the majority kept just one week (52%). With produce, while the majority of shoppers still keep just one week of produce (57%) versus pre-pandemic (73%), some shoppers now keep two to four weeks (up to 39% versus 25% pre-pandemic).

Grocery retailers, food distributors and media outlets can obtain a free copy of the full report or request an interview / presentation of the results from the principals of Retail Feedback Group at [email protected]. The study is based on a nationally representative sample of 2,000 respondents who shopped in-store and/or online for food and groceries in the last 30 days.

About Retail Feedback Group
Retail Feedback Group (RFG) offers a broad spectrum of research, consumer insight and consulting services. Its flagship program, Constant Customer Feedback (CCF), is the first automated feedback platform specifically designed and introduced for supermarket retailers, and is currently implemented in hundreds of locations across the United States. As a 360-degree listening partner, RFG services include employee experience assessments, customer satisfaction programs and consumer perception studies. For more information visit http://www.retailfeedback.com and follow RFG on Twitter or LinkedIn.

SOURCE Retail Feedback Group

Related Links

http://www.retailfeedback.com

Modal title

Retail Feedback Group Logo
View PDF
Retail Feedback Group Logo
Retail Feedback Group Logo

Contact PRWeb

  • 11AM ET Sunday – 8PM ET Friday
  • Contact Us

About PRWeb

  • About PRWeb
  • Partners
  • Partnership Programs
  • Editorial Guidelines
  • Resources

Why PRWeb

  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing

Accounts

  • Create a Free Account
  • Log in
  • Contact Us

Do not sell or share my personal information:

  • Submit via [email protected] 
  • Call Privacy toll-free: 877-297-8921

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Legal
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 Cision US Inc.