A 2017 report from Food Marketing Institute and Nielsen show that online grocery sales are set to spike, growing five-fold over the next ten years. Currently, only 25 percent of consumers buy groceries online - up from 19 percent in 2014. And, the consumer segment leading the charge? Millennials, of course. Young, engaged digital shoppers are the hot emerging market for retailers and Amazon’s grocery venture, and if you’re going to pitch Amazon, you’d better get to know this segment really well.