Passionate Shopper to Reluctant Planner: Exploring the World of Digital Grocery Shoppers


FGI Research, in collaboration with MyWebGrocer, has released exciting findings from its latest segmentation study titled, Exploring the World of Digital Grocery Shoppers.

This study dives into the reasoning and attitudes behind online grocery shoppers and planners by examining their opinions on in-store and online shopping preferences. Based on responses gathered from members of the Grocery Voice Panel—a consumer panel of 30,000 digitally active grocery shoppers and planners—we were able to divide these shoppers and planners into 5 unique segments.Exploring the World of Digital Grocery Shoppers May 2013

Reluctant Shopper

Minimally plans to make the grocery trip bearable, primarily reviewing online weekly specials a few days before they shop.

  • Highest percent Caucasian
  • Shopping is an “unpleasant and difficult” task
  • Plan day of for meals
  • Lowest online grocery spending

Traditional Grocery Enthusiast

The oldest group of shoppers, leveraging online resources mainly to research grocery store weekly specials.  This group enjoys the in store shopping experience.

  • Consist of Baby Boomers and Seniors
  • Fewest children at home
  • Like to wander the aisles looking for deals
  • Shop 6 or more times a month

New Digital Shopper

The youngest and most ethnically diverse group, with very active schedules.  They do all of their planning online, search for deals, and are leveraging mobile and e-commerce to streamline their shopping when it’s available to them.

  • Largest segment
  • Consist of Millennials
  • Most ethnically diverse
  • More likely to use their phones for grocery-related research

Passionate Planner

Enjoys planning and excels at it, builds lists in advance, uses online meal planning tools, and searches for recipes and product reviews online.

  • Earns the least
  • Live in rural areas
  • Extreme couponers
  • Most likely to share deals with connections online

Affluent Online Shopper

This high-income group is extremely busy and has little time to plan and go to the grocery store. The Affluent Online Shopper feels that online shopping is very easy and convenient.

  • Consist of Seniors and Generation Xers
  • Earn highest income
  • Technologically savvy
  • Brand loyal

This is just a taste of the wealth of information that the study contains. Obtaining Exploring the World of Digital Grocery Shoppers is a must for retail grocers and brands that wish to gain a deeper understanding of their digital consumers, and want a complete picture of what shapes each segment’s opinions and actions.

Discover who shops online for groceries and why

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