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Millennials shaping online FMCG shopping in the US

Shopping basket with fresh food and smartphone. Grocery supermarket, food and eats online buying and delivery concept. 3d illustration

online groceryOnline is fast becoming a viable shopping channel for FMCG and no longer acting as just a research tool for this category, according to Nielsen’s Category Shopping Fundamentals study.

Nielsen found that millennials are driving the growth of online shopping for FMCG products, with 61 per cent saying they buy FMCG products online.

As millennials become parents, their shopping patterns change, buying more household items, baby care and meal kits than the average U.S. household. They are also more likely than other generations to consider subscription services, with three out of the five top FMCG categories they buy online being subscription-based.

Smartphones are increasingly becoming the go-to devices for online shopping, with 40 per cent of their purchases via mobile phone.

Despite 60 per cent of U.S. consumers’ FMCG decisions still being made at the shelf, millennials are much more comfortable searching online and consulting social media when researching products to purchase.


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