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Online grocery shopping becomes fastest-growing sector in US retail

Joe Taschler and Sarah Hauer, Milwaukee Journal Sentinel on

Published in Science & Technology News

Fracek started using the online grocery service Peapod six years ago and places an order nearly every Sunday.

"If someone can pick out the things that I want, it's a waste of time for me to go," she said. "I would rather be doing something I enjoy.

"I still run into the store, but usually it's when I haven't planned ahead. I'll run in to get stuff for one meal -- odds and ends."

Buying groceries online has proven to be a blessing "for someone working crazy hours and doesn't want to go to the grocery store when you're getting done with work at 8 p.m.," Fracek said.

For grocers, online or in person, the quality has to be the same, FMI's survey says.

"Shoppers most often cite high-quality fruits and vegetables and high-quality meat among the attributes considered important when selecting a primary store," the survey says. "Low prices come in right after that."

Consumers also want to know where their food comes from and how it was produced.

"Millennial shoppers especially want to support companies that share their values and prioritize a broader good," according to the FMI survey.

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(James B. Nelson contributed to this report.)

(c)2017 Milwaukee Journal Sentinel

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