Insights

Aging Boomers Are Set to Provide a Digital Boom to Grocery Shopping
Article

Aging Boomers Are Set to Provide a Digital Boom to Grocery Shopping

Growing old is a fact of life, and most of us have at least a few concerns about how we’ll manage in our golden years. The biggest fears that the majority of us have pertain to not having the self-reliance it takes to care for our basic needs (58%), losing our physical agility (57%) and declining mental competence (51%).

Findings from Nielsen’s Global Aging Report shed light on many areas where retailers, manufacturers and services are not addressing these concerns by offering key conveniences that will help us stay self-sufficient and active as consumers, such as handicapped accessibility and easy-to-reach shelving. Consumers also say product packaging is often overlooked, claiming it’s rarely designed for not-so-nimble hands and regularly includes hard-to-read labeling.

The Internet and e-commerce will likely become more dominant resources for many, especially among more tech-savvy baby boomers. Though the convenience of online shopping isn’t likely to completely replace trips to the grocery store any time soon, digital is making significant strides in other ways.

More than one-third (37%) of global online respondents say they already order groceries online for home delivery, and more than half (54%) say they’re willing to give it a try if it becomes available for them. Only 9 percent globally say they’re not willing. While less than 20 percent of global respondents say they currently order groceries online for pick up either inside the store (17%) or via a drive-through window (16%), four times that many say they’re willing to give it a try if it becomes available for them.

And when it comes to saving money, coupons and promotions are just as useful on online as they are in the store. One-third (32%) of global respondents say they use online coupons for their grocery shopping, with percentages in Asia-Pacific (41%) and North America (38%) exceeding the global average. Even more promising is the level of willingness to use online coupons if they become available. Three-quarters of respondents in Latin America, 64 percent in Middle East/Africa, 61 percent in Europe and 54 percent in both Asia-Pacific and North America say they’re willing to use online coupons for grocery shopping.

And shopping lists, once a key thing to bring to physical stores, are just as handy when it comes to e-commerce. Nearly one-quarter (23%) of global respondents say they use shopping lists, and a significantly higher percentage of respondents say they’re open to the idea. Three in four respondents in Latin America are willing to use online shopping lists if they become available, along with six in 10 from the Middle East/Africa (63%), Asia-Pacific (62%), North America (62%) and Europe (61%).

“While the findings are based on Internet-enabled respondents and represent an increased propensity for online usage, the research reflects the sentiment of leading-indicator attitudes that will only continue as Internet penetration rates grow,” said Todd Hale, senior vice president, Consumer & Shopper Insights, Nielsen. “As the Internet’s influence continues to permeate the everyday lives of connected people everywhere, savvy marketers need to ensure they are connecting with them, too.”

The report also discusses:

  • Global retirement expectations.
  • A look into aging consumers’ unique purchasing needs.
  • A regional review of aging concerns around the world.

For more detail and insight, download Nielsen’s Global Aging report.

About the Nielsen Global Survey

The findings in this survey are based on respondents with online access across 60 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations. In developing markets where online penetration has not reached majority potential, audiences may be younger and more affluent than the general population of that country. Additionally, survey responses are based on claimed behavior, rather than actual metered data.