On the surface, grocery delivery may sound like an option for only an elite crowd. But before we dive into a more extensive profile of Americans who are getting their groceries delivered, let’s take the current pulse of grocery shopping.
In the last month, 76% of U.S. adults have most often purchased groceries in person. Fifteen percent have ordered their groceries online and picked them up in person–either curbside or in the store. Meanwhile, just 5% are using a delivery service, where their groceries are both ordered online and brought to their door.
Currently, 42% of U.S. adults are making most of their grocery purchases at large, regional grocery chains. The second-runner-up are supercenter retailers, with 21% of U.S. adults purchasing most of their groceries there.
According to recent data from September and October 2021, 33% of respondents have used grocery delivery at some point.
Now for the grocery delivery specifics. As the recent data show, grocery delivery is more prevalent among people between the ages of 35 and 54 years old.
Out of more than 4,000 respondents, grocery delivery users are much more likely than their non-user counterparts to have increased their spending the most as a result of the pandemic. And when they shop, those who have their groceries delivered are shopping primarily at large, regional grocery chains, supercenter retailers, and specialty stores. Among those who intend to try grocery delivery: a strong showing of people who do most of their shopping at membership club stores like Costco. Perhaps this is an opportunity for more delivery options or partnerships.
Despite the fact that grocery delivery users report spending more as a result of the pandemic, the recent data show that 39% of those who have used this type of service make $50K or less each year. So while grocery delivery may often be perceived as a luxury, it isn’t reserved solely for high-income earners.
In fact, 40% of those who intend to try grocery delivery are working with reduced hours or pay or out of work completely. This further suggests that getting groceries delivered may be accessible for a wider range of Americans. While those who are still working as usual in person are the most likely to have used grocery delivery, there is a strong showing of remote workers ordering their groceries via delivery.
Parents are also more likely to have used grocery delivery services, according to the recent data. But among those not interested, they are also largely represented.
Those who are concerned about being in public spaces as a result of the pandemic are also avid grocery delivery users, suggesting that the contactless service is another element of its appeal and will likely continue to be as the pandemic remains a reality.
So as grocery delivery moves into the last quarter of 2021, it could reveal itself to be a service more accessible to all.