The Effect of Online Shopping on Grocery Demand

Source: Michigan State University Published: October 2018 n = 34,000 households

Source: Michigan State University
Published: October 2018
n = 34,000 households

The Effect of Online Shopping on Grocery Demand

Circulated: September 13, 2019

When online ordering households are less price-sensitive, spending $49 more per month than when buying in-store. The increase was not evenly distributed as people spent more on nutritious items:

• Vegetables +7.4%

• Fruit +5.9%

• Dairy +3.8%

• Oils -4.1%

• Drinks -5.2%

• Snacks and sweets -13.6%

The lag between ordering online and receiving groceries is thought to encourage healthier choices.