Instacart's elderly customers are growing fastest! Online grocery shopping is booming in the US

On April 6, Instacart, the leading online shopping platform in North America , released its latest report highlighting the development trends of online shopping . The report combines in-depth research on Instacart data with insights from a recent new Instacart survey conducted online by The Harris Poll among 2,038 U.S. adults.

“ The pandemic has dramatically changed the way American families shop for groceries and other household essentials , ” said Laurentia Romaniuk, trend expert and senior product manager at Instacart. “ As the world gradually returns to normal , many of the new habits formed during the pandemic may drive permanent shifts in the way consumers shop. ”

Instacart insights point to a dramatic shift in the online grocery consumer landscape over the past year .

Nearly three-quarters of Americans who were their household’s primary grocery shopper before the pandemic (74%) report that someone in their household has taken on additional grocery shopping responsibilities since the outbreak began, according to survey data from The Harris Poll .

The number of seniors using Instacart increased 9% between the first and fourth quarters of 2020, the largest increase of any age group. So far, nearly 300,000 seniors have learned how to use Instacart with the help of Instacart’s dedicated senior support service.

Instacart data shows that last year , the share of weekday orders increased 8% across the platform . In 2020, Instacart's orders during local working hours (9 a.m. to 5 p.m.) increased 32%. Analysis in early 2021 showed that while some consumers have resumed their weekend shopping habits, a considerable number of people still retain the habit of shopping on weekdays .

Instacart predicts that the future of online grocery will be determined by the following .

1. Speed ​​and convenience. In an Instacart experiment, when offered a range of delivery options ( including 2-hour or less delivery , 5-hour delivery , and other scheduled options ) , 85% of customers chose 2 -hour or less delivery . In 2020, 95% of small orders were delivered within 2 hours, and 50% of small orders were delivered within 1 hour.

2. The number of seniors online will continue to grow . After the pandemic, Instacart expects the customer range of online groceries to continue to expand to younger and older customers. Currently, Instacart is still seeing steady growth in the number of seniors online through the company's senior support service , which adds approximately 1,000 senior customers per day .

Previously, relevant data showed that by 2025, e-commerce sales will account for 21.5% of total U.S. grocery sales. Overall, as Internet penetration continues to increase, U.S. grocery e-commerce will continue to flourish.

Instacart

USA

Grocery e-commerce