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…But They Still Shop In Person

A recent survey finds that 99% of adults buy some or all of their groceries in-person.

Conducted by the International Council of Shopping Centers, the poll further reveals that consumers visit physical stores personally because they seek immediate access to products (71%), the ability to select fresh meat, dairy and produce (70%), as well as see product options and select all other items in person (69%).

“The grocery sector remains relatively unimpacted by the growth in ecommerce sales,” said ICSC President Tom McGee. “Consumers are heavily invested in the types of food they purchase and they want to be able to select the best and the freshest to take home.”

Millennials’ grocery shopping is very different from older generations, the survey reveals. They shop at six different types of stores, slightly above the average, and 23% shop three or more times a week.

When ordering online, 81% of Millennials go to the store to pick-up their order. A significantly higher number of Millennials buy food from convenience stores (74%), Amazon/other pure online retailers (67%) and high-end grocery stores (66%).

Supply chain management is key to succeeding with the Millennial generation, McGee says. “The grocery retailer who wins their share of wallet is the one who delivers an omnichannel experience that meets their desires and demands.”

When it comes to online food shopping, nearly three out of four consumers make purchases online (74%) and then pick up their order in store. Only 1% of consumers solely buy their groceries online and never go into a store to buy groceries.

More than four out of 10 consumers (44%) have their grocery purchases delivered to their home and more than a third (36%) have items shipped by mail or courier service to their home.

Also, 54% of high-end supermarket shoppers who buy online have the retailer deliver the groceries — the highest of any type of online grocery shopper.

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