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Nielsen Evaluates Digital Purchasing by Age Demographics


According to Nielsen Buyer Insights, over the period April 2016 through March 2017, Generation X, aged 35 to 54, dominated E-grocery and meal kits. This demographic representing 47 percent of the U.S. population was responsible for 52 percent of E-grocery and meal kit purchases, but only 42 percent of digital meal- order and delivery.

Millennials, aged 18 to 34, representing 28 percent of the population, ordered 46 percent of digital meals and were responsible for 34 percent of e-grocery and meal kit sales.

Baby Boomers, aged 55 and up comprising 25 percent of the population, purchased between 12 and 14 percent of food either through online ordering or digital meal-order and delivery.

The Nielsen report concluded “A company cannot simply add channels without changing the way it does things – it is impossible to be all things to all consumers. Instead retailers and restaurants must develop food and beverage strategies at the intersection of shopper’s desired occasions, locations and experiences, focusing on the key combinations where they are poised to excel.”

(SMS 252-18 February 8th 2018)