Older shoppers embrace digital grocery shopping

17 feb 2022

Louise Taylor

Forget those outdated stereotypes of older people struggling with new technology. Recent research from Brick Meets Click shows that older consumers are embracing all things digital when it comes to grocery shopping. The data shows that the percentage of US households aged over 60 who shop online and use home delivery increased from 30% in August 2020 to 36% in October 2021. The share of those using online shopping and pickup increased from 29% to 32%.

Courting older customers

It's important for grocery retailers to court these older consumers. Erik Wallin, Co-founder of Northfork, points out:

"Households in the 60+ age group, in both the US and the UK, have a disproportionate share of wealth. They are also more at risk from Covid-19, which means many are keen to shop from home. This is a major opportunity for retailers. Those that deliver easy-to-use services to this demographic are likely to win over loyal, long-term customers."

According to Pew Research, 96% of 50-64 year olds now use the internet, as do 75% of those aged 65+. And these older households are growing fast. There are already 45 million households aged 60+ in the US. In the nine years to 2019, those households grew at a rate of 3% per year. That compares to a growth rate of just 0.7% for the entire population.

Major potential

So, households aged 60+ are wealthy, internet-savvy and increasing fast. From a practical perspective, many also appreciate help with the heavy lifting when it comes to the weekly grocery shop. This adds up to major potential for retailers who can win over these shoppers.

"Grocery retailers need to appeal to all age groups," continues Northfork's Erik Wallin. "One way to do that is through digital recipes. These can enhance the online shopping experience for consumers of all ages. They provide mealtime inspiration and make shopping faster. There's no age limit when it comes to enjoying those benefits."