A new study shows men and young adults are more likely to be online shoppers of groceries. The NPD Group report, The Virtual Grocery Store, finds since many younger adults are delaying marriage and the formation of families, and many Boomers are becoming widowers, more than 40 percent of primary grocery shoppers are men and 60 percent of men, ages 18 to 44, have purchased groceries online. The report says the Internet is becoming the virtual grocery store for many American consumers with 52 million currently grocery shopping online.

Grocery shopping online appeals to those who find grocery shopping a necessary evil and many of those who feel that way are men, according to the report. NPD has found that men tend to make grocery shopping a mission and spend less time in brick and mortar stores compared to women. Young adults of the Gen Z and Millennial generations, who were born and raised in the tech era, also favor grocery shopping online.

Source:  NAFB News