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Baby boomers most comfortable shopping CPG online


February 9, 2012 | By Michael Johnsen

DENVER — Shoppers ages 50 to 54 years lead the charge when it comes to purchasing health and beauty products online (52%), and shoppers ages 45 to 49 years are purchasing more food and beverage products online (29%) than any other age group, according to The Checkout, an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research, released Thursday.

All age groups showed an increase in shopping online, with an overall increase in shopping in general — in contrast to The Checkout’s results from last year, which showed 73% of shoppers who were buying more online were not shopping more, they were just shopping differently.

Last year, The Checkout also showed that baby boomers were the largest group of shoppers purchasing consumer-packaged goods products online (health, beauty, food, beverage). Both reports indicated that other age groups still aren’t sold on the idea of doing standard grocery shopping online, stating that their barriers for purchasing these goods online are product expiration dates and shipping costs.

“Grocery shopping online is a concept most shoppers have yet to adopt, which means there are conventions ingrained in their shopping behavior that must be disrupted,” stated Craig Elston, SVP of Integer. “Manufacturers and e-tailers have the most to gain if they can help shoppers get over their purchase barriers.”

via Baby boomers, not Millenials, most comfortable shopping CPG online | Drug Store News.

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About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.

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