Share of shoppers buying groceries online in Germany 2023, by generation

In Germany, Millennials are the most eager to buy their groceries online. According to a survey carried out in the second quarter of 2023, 54 percent of surveyed German consumers aged between 25 and 40 years old would buy grocery products via e-commerce. This was a 40 percentage point difference with older Baby Boomers.

在德国，千禧一代对在线购买生活必需品表现出极高的热情。根据2023年第二季度进行的一项调查，54%的受访德国消费者，年龄介于25至40岁之间，愿意通过电子商务平台购买食品杂货。这一比例与年长的婴儿潮一代相比，高出40个百分点。