Larger households, urban residents and younger consumers are driving this trend, while those leading a vegan lifestyle stand out as particularly frequent users.
According to the KPMG Consumer Barometer 2/2025, nearly a quarter of Germans aged 18 to 33 regularly use grocery delivery services, compared to just 12% of those between 50 and 65. In cities, online shopping is used on average 3,5 times more often than in rural areas, clearly highlighting a large divide between the two.
Despite the growing popularity, shoppers are still voicing concerns about product freshness, limited choice and additional costs. What is more, the matter of environmental impact also ranks as a key barrier.
Nonetheless, advantages such as time savings, convenience and ease of use are definitely driving the adoption of the trend. With this shift on the market, retailers have the chance to engage their audience in a new, flexible and digital way that can answer to the growing demand.
