Who’s Grocery Shopping Online and Why: Cross-Sectional Analysis of a Nationally-Representative Sample Since the Pandemic

Abstract

Objectives COVID-19 has created a new normal, affecting food purchasing behaviors, moving a portion of them online. It is unknown how these behavioral shifts may differ by sociodemographic characteristics and whether shifts may widen or diminish existing diet-related disparities. To fill these gaps, we use nationally-representative Consumer Panel survey data to examine shifts in online grocery shopping by sociodemographic characteristics. Methods The Nielsen COVID-19 Shopper Behavior Survey was administered to a subset of Nielsen Homescan panel participants in March-April 2020 (n = 17,262 households (HH)). We describe survey-weighted HH sociodemographic characteristics and reasons for online shopping. Survey weighted-multivariable logistic regression was used to examine sociodemographic correlates of reported increases in online food shopping. Results One third (34%) of our survey-weighted sample said they shopped for groceries online more since COVID-19, and 60% of these HH reported planning to continue shopping online after COVID-19. In adjusted analyses, all age groups (40–54 y, 55–64y, 65 + y) had lower odds of online shopping than heads of HH 39 years or younger (all OR = 0.7, P < 0.001). Lower educated (high school or less) HH had lower odds of online shopping compared to higher educated (college or more) HH (OR = 0.7, P < 0.001). HH in the South had higher odds of online shopping than those in the Northeast (OR = 1.2, P = 0.006). Compared to Non-Hispanic (NH) white HH, Hispanic HH had higher odds of online shopping (OR = 1.2, P = 0.02), and NH Asian HH had lower odds of online shopping (OR = 0.8, P = 0.02). HH with children had higher odds of online shopping compared to households without children (OR = 1.4, P < 0.001). Of those who said they would increase the amount of online shopping they did for everyday items including food (37%), the top reasons were to avoid public germs and COVID-19 (81%), to take advantage of the convenience (44%) and to access a better selection (17%). Conclusions There are disparities in shifts in online shopping behaviors due to COVID-19. Understanding these disparities can inform public health nutrition interventions related to online food shopping. We will assess the August 2020 survey as the pandemic may further change food shopping habits. Funding Sources Arnold Ventures & National Institutes of Health

How do customers change their purchasing behaviors during the COVID-19 pandemic?

“…They used survey data in different countries over the world, including the U.S., South Korea, China, Taiwan, India, Bangladesh, Yemen, Germany, Italy, Slovakia, Czech Republic. Some key contributing factors for online shopping identified in those studies are the contactless benefits from online shopping ( Showrav et al, 2021 ; Prasad and Srivastava, 2021 ; Yan et al, 2021 ; Lo et al, 2021 ), fear of COVID-19 and germs ( Prasad and Srivastava, 2021 ; Lo et al, 2021 ; Alhaimer, 2021 ; Eger et al, 2021 ), and media and subjective norms ( Moon et al, 2021 ; Koch et al, 2020 ; Yan et al, 2021 ; Taha et al, 2021 ). In addition, several studies emphasized the impacts of demographic variables on online shopping decisions, such as age, education, region, race, number of children ( Moon et al, 2021 ; Lo et al, 2021 ; Taha et al, 2021 ).…”

“…Some key contributing factors for online shopping identified in those studies are the contactless benefits from online shopping ( Showrav et al, 2021 ; Prasad and Srivastava, 2021 ; Yan et al, 2021 ; Lo et al, 2021 ), fear of COVID-19 and germs ( Prasad and Srivastava, 2021 ; Lo et al, 2021 ; Alhaimer, 2021 ; Eger et al, 2021 ), and media and subjective norms ( Moon et al, 2021 ; Koch et al, 2020 ; Yan et al, 2021 ; Taha et al, 2021 ). In addition, several studies emphasized the impacts of demographic variables on online shopping decisions, such as age, education, region, race, number of children ( Moon et al, 2021 ; Lo et al, 2021 ; Taha et al, 2021 ). Koch et al (2020) also highlighted the role of hedonic motivation and economic situation, whereas Al-Hattami (2021) indicated the impact of perceived task technology fit, satisfaction, and trust.…”

“…While those studies provide useful findings, there are several important unanswered questions regarding customers' shopping behaviors during the pandemic. First, those studies used the data in 2020; some of them even used data in the very early stage of COVID-19, from March to June 2020 ( Alaimo et al, 2020 , 2021 ; Moon et al, 2021 ; Lo et al, 2021 ; Prasad and Srivastava, 2021 ; Koch et al, 2020 ). Accordingly, these studies only captured customers' initial shopping behaviors in the early stage of the pandemic.…”

“…Current literature in shopping behaviors during the COVID-19 pandemic has focused mainly on factors affecting customers' online shopping decisions. Their findings indicated primary factors, including benefits from online shopping, fears of the pandemic, media, and subjective norms ( Moon et al, 2021 ; Showrav et al, 2021 ; Prasad and Srivastava, 2021 ; Yan et al, 2021 ; Lo et al, 2021 ; Alhaimer, 2021 ; Eger et al, 2021 ). Other studies emphasized the roles of hedonic motivation, economic situation, and satisfaction and trust with online shopping ( Koch et al, 2020 ; Al-Hattami, 2021 ).…”

“…The unknown is the direction and extent of those changes, which we try to find out in this study. Additionally, multiple demographic variables are also included in the analysis, as they have been found to affect shopping choices ( Moon et al, 2021 ; Lo et al, 2021 ; Taha et al, 2021 ). Understanding the shifting in customers' shopping behaviors and contributing variables in a more dynamic and complex environment would allow us to understand better how effective those shopping modes are and how retailers can improve their shopping services to accommodate customers amid the pandemic.…”