Our survey of more than 17,500 grocery and CPG shoppers takes a deep dive into how consumers browse and buy groceries online and in-store.
Who We Surveyed
Our research is based on a survey of 17,683 US consumers fielded in April 2023. Here’s a snapshot of who we surveyed.
Generations
Click a generation to see a snapshot of generation-specific highlights.
Household Income
Less than $10,000
4%
$10,000-$24,999
7%
$25,000-$49,000
18%
$50,000-$74,999
21%
$75,000-$99,999
17%
$100,000-$149,999
19%
$150,000 or higher
14%
Geography
A large city with a population of 500,000 or more
22%
Suburban area within 30 miles of a major city
33%
A city with a population between 50,000 and 500,000
23%
A city/town with a population below 50,000
22%
Average Overall Online Monthly Spend (Grocery + Non-Grocery Spend)
$0
2%
$1-$250
29%
$251-$500
32%
$500-$1,000
26%
$1,001-$2,000
8%
$2,000+
3%
