The Changing Digital Grocery Market: How Much Do You Really Know?

Check your knowledge with an eMarketer quiz

August 31, 2017

Think you’re really on top of all the changes roiling the digital grocery market? Not just the deals and the new players, but consumer adoption and shopper preferences? Take the eMarketer Retail quiz to check your knowledge.

1. According to a July 2017 poll by Gallup, what percentage of US households never purchase groceries digitally?

    • a) 64%
    • b) 74%
    • c) 84%
    • d) 94%

2. While digital grocery shopping remains in the early stages (as seen in question No. 1), millennials are considerably more likely to shop for food online. According to a Food Marketing Institute (FMI) survey from February 2017, what proportion of millennials said they shop for groceries at online-only stores at least occasionally?

    • a) 13%
    • b) 23%
    • c) 33%
    • d) 43%

3. Amazon took the grocery industry by surprise with its agreement to acquire Whole Foods Market. How long did the two companies negotiate before announcing the deal?

    • a) Six days
    • b) Six weeks
    • c) Six months
    • d) More than a year

4. True or false: Dairy products are the item that US consumers are least likely to buy online for home delivery.

    • a) True
    • b) False

5. Germany’s Lidl opened its first US stores this summer. How many stores does the company have in Europe?

    • a) About 3,000
    • b) About 7,000
    • c) About 10,000
    • d) More than 12,000 


Question 1: The correct answer is “C.” The Gallup poll found that 84% of US households never buy digitally. Less than 10% said they do grocery shopping online more than a few times a year.

Question 2: The correct answer is “D.” According to the FMI survey, 43% of millennials said they shop for groceries at online-only retailers at least occasionally.

Question 3: The correct answer is “B.” Speaking to Whole Foods employees in a town hall meeting after the company's stunning deal to be acquired by Amazon was announced, Whole Foods co-founder and CEO John Mackey said: “I flew up to Seattle a little over six weeks ago. We just fell in love. It was truly love at first sight.”

Question 4: False. According to a recent Morning Consult survey, US consumers are least likely to buy fresh meat for home delivery from an online retailer. Some 68% said they weren’t likely to do so. Dairy products were very close behind: Two-thirds (66%) of respondents said they weren’t likely to have dairy products shipped to their home.

Question 5: The correct answer is “C.” Lidl operates about 10,000 stores in 27 countries in Europe. By next summer, it plans to have around 100 stores in the US.