Share of shoppers buying groceries online in the Netherlands 2022, by generation

Published by
Koen van Gelder,
Jul 11, 2023
In the Netherlands, Millennials are the most eager to buy their groceries online. According to a survey carried out in the first three months of 2022, 38 percent of surveyed Dutch consumers aged between 25 and 40 years old would buy grocery products via e-commerce. This was a 22 percentage point difference with older Baby Boomers.

Share of shoppers buying groceries online in the Netherlands in 1st quarter 2022, by generational cohorts

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Release date

April 2022

Region

Netherlands

Survey time period

Q1 2022

Number of respondents

1,000 respondents

Supplementary notes

11,740 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland.

The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.

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