Pinterest, Numerator: Pinners 50% More Likely to Buy Groceries Online During Pandemic

The total doing so was up 70% in March compared with February

Grocery stores were classified as essential businesses and remained open milindri/iStock
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Pinterest teamed up with market research company Numerator to analyze the surge in online grocery shopping spurred by the coronavirus pandemic.

Although grocery stores were classified as essential businesses and remained open, the two companies found that the number of Pinners shopping for groceries online was up 70% in March compared with February.

Pinterest

Pinterest and Numerator added that since the Covid-19 crisis began, roughly one-half of all consumers in the U.S. have shopped online for groceries, up 40% compared with the same time in 2019.

More than 60% of Pinners identify as early adopters of technology, and the study found that before the pandemic, two out of three Pinners shopped for groceries online at least once every two weeks, making them 14% more likely to do so than non-Pinners.

Pinterest
Pinterest

Pinners were 50% more likely to order groceries online than non-Pinners, and they spend 27% more on click-and-collect shopping and 14% more on personal shopping and delivery.

Pinterest

Pinterest also analyzed searches on its platform in the U.S. from March 11 through 24, compared with Feb. 26 through March 10, and it found a 779% spike in pantry cooking recipes, while searches for foods you can freeze were up 483% and there was a 252% jump for bulk meals for families.

Pinterest said in a blog post, “Although some areas are beginning to relax restrictions, many consumers will likely continue to utilize various digital grocery options, and brands need to be prepared to meet their needs and adjust to new habits.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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