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Study finds sharp generational divide in online food ordering

Gen Z consumers are six times more likely to order food online than generation X, an analysis suggests.

Researchers explored the popularity of online food delivery platforms, meal kit delivery, and online grocery use in Australia, Canada, Mexico, the UK, and the US. The generation Z demographic, consisting of consumers aged 18 to 29 years, was found to order six times more takeout deliveries online than generation X, aged 45 to 59.

The study showed that digital food and beverage (F&B) platforms have reshaped how global consumers eat, particularly gen Z shoppers. Families with children and ethnic minorities are also key demographics likely to order from online platforms.

Growing levels of online ordering among the younger generation hold promise for manufacturers to launch new products that prioritise convenience, ready-to-go, and accessible better-for-you options.

Online food retail is developing rapidly, with estimates showing that e-commerce grocery sales, which include online food delivery platforms, online meal-kit retailers, and online grocery retailers, more than tripled from $110 billion (€97 bn) in 2017 to $390 bn (€345 bn) in 2023.

Online food retail ordering patterns

Published in April in the International Journal of Obesity, the study relied on survey data from the 2022 International Food Policy Study to understand how digital platforms and ordering systems impact how we eat.

The five-country study explored the platform users’ socio-demographic and behavioural traits, and identified who uses online platforms the most and how it impacts their health.

It also examined the relationship between the online food retail environment, delivery platforms, and sociodemographic and behavioural factors such as age, sex, household composition, body mass index (BMI), income adequacy, ethnicity, cooking skills, nutrition knowledge, and frequency of food preparation.

Researchers found that roughly three in five (58%) of all adults surveyed used food retail platforms. Of the countries analysed, Mexico used online food retail platforms the most, with 72% of consumers using digital ordering options.

Mexico's high usage represents its rapid e-commerce growth rather than dietary changes. The US is the second most popular online food retail platform user, accessed by 62% of the country’s consumers.

Online ordering was lowest among Australia, the UK, and Canada, ranging between 45% and 56%. Participants in Canada had the lowest prevalence of all online food retail platform use.

Gen Z and millennials order far more than seniors

A total of 19,877 participants provided complete information and satisfied study inclusion criteria.

The study identified a significant association between ordering from online food retail platforms and being a millennial or gen Z consumer. Millennials and gen Z consumers are known for their willingness to try new technologies.

Of the respondents, researchers identified gen Z adults as the demographic that uses online food platforms the most.

Convenient and time-saving options like ordering groceries online may be more appealing to millennials and gen Z. These demographics also typically find convenience worth paying for compared to older generations.

Along with these factors, they offer increased opportunities for consumers to sample new foods, tapping into their adventure-loving characteristics regarding the foods they order and eat.

Creating a healthier online food retail environment

The researchers concluded that with consumer health and wellbeing at the forefront of food manufacturing, global efforts to improve population diets need to examine online food retail platforms and ensure they support good health and nutrition.

They highlighted the importance of online platforms in supporting healthier diets, such as by improving access to nutritious products.

“Together, these findings highlight an unexpected surge in the usage of online retail platforms and underscore their importance in public health strategies to address diet-related diseases,” the authors wrote.