Digital Grocery Shoppers Comprised of 5 Distinct Groups

Digitally active grocery shoppers fall into five different categories, according to new research by Winooski, Vt.-based MyWebGrocer, a provider of digital marketing solutions to the grocery and CPG industry, and FGI Research, a market research firm serving the CPG and grocery industries.

The study, “Exploring the World of Digital Grocery Shoppers,” investigates what unites and divides online grocery shoppers and planners by examining their opinions on in-store and online shopping preferences. While many digitally active shoppers are using similar solutions to improve their grocery buying experience, their attitudes and motivations differ.

The results identified five distinct shopper types:

  • Reluctant Shopper: Minimally plans to make the grocery trip bearable, primarily reviewing online weekly specials a few days before they shop.
  • Traditional Grocery Enthusiast: This is the oldest group of shoppers, leveraging online resources mainly to research grocery store weekly specials. This group enjoys the in-store shopping experience.
  • 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 ecommerce to streamline their shopping when it’s available to them.
  • Passionate Planner: Enjoys planning and excels at it, as she builds lists in advance, uses online meal planning tools, and searches for recipes and product reviews 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.

MyWebGrocer offers retailers and brands a variety of shopper marketing services supported by a comprehensive technology platform. MWG manages digital solutions for more than 140 retailers nationally, representing more than 10,000 stores and 200+ major consumer packaged goods brands.

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