Produce is the top selling category for AmazonFresh, according to industry observer One Click Retail, and sales of produce and refrigerated dairy helped push sales to an estimated $10 million in the first quarter of 2017.

After a slow 2016, the Salt Lake City-based research firm says AmazonFresh, the fresh grocery delivery arm of Seattle-based Amazon is “definitely picking up speed” in the U.S., with a consistent growth of 30% in grocery.

“…they’re still leading the pack in online grocery sales. In the first quarter of 2017, we’re seeing a consistent growth of 30% and the growing adoption of Amazon Prime is driving these sales,” wrote Nathan Rigby, vice president of sales and marketing for One Click Retail.

One Click Retail says while online grocery sales are growing across all demographic groups, the largest group is men, between the ages of 18 and 44, who “are less likely to spend time in a brick and mortar store.”

“In the U.S., the majority of men in this age group have purchased groceries online and the bulk of consumers who have are satisfied with their experience and plan to do so again,” Rigby wrote.

Amazon is “rapidly improving its delivery times and offering more fulfillment options,” in perishables, which will only lead to more growth, Rigby wrote.

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