About one in five internet users have tried online grocery delivery services but the majority of people still express apprehension about purchasing perishables online.
A Morning Consult study found that most US consumers weren’t likely to have meat, dairy, or fresh fruits and vegetables shipped to them.
The survey found that food quality was the most important consideration for online shopping. Other factors such as variety or delivery speed were much less likely to be cited as a concern.
Older consumers showed the most concern about food quality, but it was a significant factor across all age groups.
As would be expected, the survey found that younger people were considerably more likely to have used an online grocery delivery service. Among those in the 18-29 and 30-44 age groups, about 30% had bought groceries online. For those over 65, the level fell to 13%.