Share of shoppers buying groceries online in Sweden 2023, by generation
In Sweden, Millennials are the most eager to buy their groceries online. According to a survey carried out in the second quarter of 2023, 34 percent of consumers in the country aged between 27 and 42 years old bought groceries via the internet. Gen Z and Gen X were not too far behind, as nearly 30 percent of both generational cohorts purchased groceries online on a monthly basis.