As more people start buying groceries online for the first time due to the pandemic, they could end up becoming more frequent and permanent users of the service going forward.
The increase in adoption is coming from shoppers of all generations. While the younger shoppers are driving the growth, the percentage of Baby Boomers shopping for groceries online has doubled during the pandemic so far, according to the report. Nearly half of the Baby Boomer shoppers were first-time users of online grocery services, it said.
Companies that offer grocery delivery and pick-up services, including Amazon, Walmart, Target, and Instacart, stand the benefit the most from this change in shopper behavior, the report said. on Sunday that it would stop accepting new grocery customers, and start wait-listing them to help it keep up with a surge in demand. It's also expanding delivery windows for existing customers, while nearly doubling the number of Whole Foods stores that deliver in the US.
Other grocery-delivery services, like FreshDirect, PeaPod, and Walmart, have experienced high demand as well, leading to site issues and shortages, according to
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