Even though supermarkets have upped their digital commerce offerings over the past few years and online grocery shopping has been on the rise, a good number of US consumers just aren't that interested in having groceries delivered.
According to a recent survey by Civic Science, 12% of US adult consumers currently use a grocery delivery service with an additional 2% interested in trying it. A majority (68%) had no interest in the convenience, though, and 7% had never even heard of such a thing.
Drilling down, demographic differences emerged. Close to half (45%) of those respondents who were interested in grocery delivery were Gen Xers, and far more women (67%) than men (33%) were likely to use this service.
By supermarket preference (excluding local grocery store shoppers), Whole Foods and Trader Joe's customers were more likely to have used a grocery delivery service and liked it (24%), while those who tried it and didn't like it were more inclined to shop at a co-op or rely on community-supported agriculture (16%). Consumers with no interest were part of the highest percent of local grocery store shoppers (63%) and were also the respondents most likely to shop at a Sam's Club or Walmart (21%).
Those who use delivery are more driven by brands (45%) when shopping for food, while those who hadn't heard of it were more driven by price (37%). More mysterious was the 65% who had no interest in delivery and were mostly driven by neither brand nor price.
This survey didn't get into specific reasons why a shopper would or wouldn't use a delivery service. It's possible that respondents were more creatures of habit, since the majority prefer to shop at a local supermarket. Traditional consumers also might be older, and sure enough, 44% of those surveyed who weren't interested in grocery delivery were 55 and older.