Online grocery shoppers due to the Covid-19 pandemic - An analysis of demographic and household characteristics

As a result of the Covid-19 pandemic, consumers in many countries have increasingly adopted online grocery shopping. This study aims to investigate the demographic and household characteristics of these adopters, by analyzing the data from a large-scale survey (n=2568) in Finland. The results indicate that a typical adopter of online grocery shopping due to Covid-19 is less than 45 years old, and one with some concern over own health or that of a loved one. The more likely adopters also have a higher household size, higher household earnings, and/or they are more likely to live in the capital region of the country. Further, the results indicate that in the older age group (45+), women and those with some degree of worry over own health and/or that of a loved one are a little more likely to be adopters than the rest.