Consumers in the US spend more money when grocery shopping online, but spend less on sweets and desserts than when they shop in store. In recent years

US consumers spend less on sweets and dessert when shopping online

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2021-06-29 09:00:11

Consumers in the US spend more money when grocery shopping online, but spend less on sweets and desserts than when they shop in store.

In recent years, online grocery shopping has grown massively. Since the beginning of the covid-19 pandemic, the amount that consumers spend through online shopping has more than doubled in the US.

Laura Zatz at Harvard University and her colleagues have investigated how people’s habits change when they are spending in store versus shopping online. They recruited 137 participants from two supermarkets of the same chain in the US state of Maine. Each participant was the key shopper for their household, and they also had experience shopping both online and in-store.

The researchers studied each participant for a total of 44 non-consecutive weeks and tracked what items they purchased between 2015 to 2017. They collected data from a total of 5573 transactions, 1062 of which were made online and 4511 in store.

“We found differences in both the quantity of foods that people purchased and the types of foods that people purchase when they’re shopping online versus in store,” says Zatz.

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