Högskolan i Skövde

The present study aims to explore online shopping of groceries across generation cohorts in Sweden during Covid-19, particularly regarding the oldest generation cohort—the Dutifuls (born 1945 or earlier). The data were collected through three large surveys, representative for the Swedish population in the age range 18–85. The field period for the first survey was September 17, 2018–January 21, 2019 (N = 1754). The field period for the second survey was April 14–June 28, 2020 (N = 2501). The field period for the third survey was September 20–December 30, 2021 (N = 1588). Online grocery shopping in Sweden has increased remarkably since the outbreak of Covid-19, especially among the Dutifuls. However, the same generation cohort decreased their online shopping of groceries in the end of 2021. The findings are discussed in relation to limitations and practical implications. The decline of online shopping of groceries among the Dutifuls needs to be followed-up and explained by further research.