On paper, I’m the definition of an online grocery shopper: I’m a millennial mom with a four-month-old daughter; I live in an urban area; and juggle the responsibilities that go with being a working mom. According to FMI’s U.S. Grocery Shopper Trends 2018 report, 58 percent of millennials with kids occasionally or fairly often shop for groceries online. So, why don’t I fit this trend? I’ll tell you my reasons and perhaps this will give you some insight into why the percentage isn’t higher and what it would take for me to wade into the online grocery shopping pool.
Reason #1: Fear
Each day my husband and I are re-defining our routine. No two days look the same as we navigate our roles as new parents, which means I’m looking for services I can depend on. I’ve considered trying meal kits, ordering groceries online and even participating in a meal subscription service. But for every success story I hear, I’m shocked by another story of disappointment. That makes me fearful that if I invest in online grocery shopping I could wind up wasting my time, money or sanity. At this point in my life, I’m not willing to gamble.
Reason #2: Habit and Convenience
To read the rest of the story, please go to: Food Marketing Institute
