Walmart is the most popular online grocery destination among 45- to 60-year-olds, according to Chicory's 2022 Online Grocery Usership survey. In contrast, 18- to 29-year-olds say they would use Instacart to place online grocery orders.
For the third year in a row, consumers named Walmart and Amazon, respectively, as their top two sources for online groceries. However, Instacart showed its popularity as it edged out Target for the No. 3 spot, a ranking Chicory called "impressive and reflective of the overall rise in popularity of digital grocery solutions." Kroger, Albertsons, Stop& Shop and Shipt came in 5th through eighth.
The study also showed the popularity of online grocery shopping continues to grow. Overall, 72% of those surveyed in January said they had ordered groceries online in the past 90 days. This was higher than Chicory's previous surveys in April, July and October of 2020 and January 2021. Chicory's findings are based on a January 2022 survey of 1,017 consumers ages 18 to 85 who were asked about their online grocery buying behaviors and preferences.
Half of online grocery buyers said they typically spend between $50 and $100 for online grocery orders. Among that group, 60% reported ordering groceries online at least weekly. Another 35% of respondents said they had placed an online grocery order exceeding $100 which was an increase of nearly 16% from January 2021’s finding.
Consumers' top reason by far for ordering groceries online was convenience/time constraints (46%), ahead of product availability/accessibility (19%) and health/safety concerns (less than 10%).