Influence of reviews on grocery purchases by generation U.S. 2022

According to a March 2022 survey of grocery shoppers, the younger the respondents were, the more likely they were to buy an item they had never purchased before after reading a customer review. The older the respondents were, the more likely reading a review made no difference in their likelihood of buying a new grocery product.

Share of consumers more likely to purchase a new grocery item after reading a customer review in the United States in 2022, by generation

Characteristic	Yes	No	Makes no difference
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-

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Release date

April 2022

More information

Region

United States

Survey time period

March 2022

Number of respondents

11,162 respondents

Method of interview

Online survey

Supplementary notes

The question was originally stated by the source as: "While shopping in a grocery store, are you more likely to purchase a grocery item that you’ve never purchased before if you are able to read customer reviews for that product (either while or before shopping)?"

Generations age range information:
Gen Z: 1997-Present, millennials: 1981-1996, Gen X: 1965-1980, baby boomers: 1946-1964

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