Older consumers who shop for groceries online are far more inclined to read food labels than other people their age, but paradoxically it’s much more difficult for them to find that information on the Internet than shopping in person.

1. In-Person Shopping
Types Of
Traditional Stores
90%
71%
46%
Supermarket
Super-Store
Warehouse/discount club
GROCERY DELIVERY FOR
OLDER AMERICANS
Top 5
Online Purchases
89%
88%
86%
82%
79%
Cleaning products
Household paper products
Canned foods
Packaged pantry items
Bottled water
@Foodinsight / @FACTSfollowers@foodinsight Foodinsight.org
16%
Order for
delivery
17%
Order prepared
meal delivery
service
10%
Order meal-kit
delivery service
17%
Order groceries
for store pickup
Online Food
Delivery
50+
years
www
www www
International Food Information Council (IFIC) Foundation study
in collaboration with AARP Foundation
www.foodinsight.org/older-online-shoppers
$$
www
Online
In-person 18%
51%
15%
50%
15%
48%
$$
General
50+ seeking
food labels
50+ online
shoppers
seeking
food labels
74%
59%
More find it
difficult to
access this
information
online
Looking At
Labels
% Reporting Difficulty Finding
Nutrition
facts
Ingredients
lists
Calorie and
other nutrition
information
$
$
35,000
Of those earning
less than
30%
Two groups stand out:
Shoppers
with
higher
income
Shoppers
with
mobility
issues
1
2
The Typical
Online Shopper An older adult online grocery shopper
is likely in their 50s, from the Northeast,
college-educated, working full-time
and white.
$
75,000+
7%
have
mobility
issues
have
mobility
issues
Of those earning
Google
Express
Restaurants
Others
58%
24%
18%
17%
Schwann’s Freshly
63%
10%
42%
37%
12%16%
Blue ApronAmazon
Fresh Peapod Fresh
Direct
Hello Fresh
Top Online Food
Delivery Companies
www
www
or less
Meal-kit
delivery
Grocery
delivery
Prepared
meal
delivery
Motivators VS. Barriers
Consumers 65+ are more likely to report barriers
High delivery/service fees 89%
Purchasing items in bad condition 88%
Desire to see/touch groceries in person 88%
Difficult to return a product 88%
Receiving wrong or incomplete orders 84%
82%
They don’t have to travel to the store
78%
Place order when they have time
73%
Access to wide variety of products
73%
Can take time to shop
72%
No physical burden/not carrying groceries
Use a
delivery service
less than once a
month
Frequency of
Online Purchases
55%
41%
40%
34%
Those ordering less than once a month include
60%
Delivery
Prepared meal delivery service
Meal-kit delivery service
Pick up in-person