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Consumer Survey

Grocery and CPG: Key Shopping Trends in 2023

Traditionally, nearly all grocery and consumer packaged goods (CPG) products were purchased within the four walls of a brick-and-mortar store. But when the COVID-19 pandemic initially hit, the adoption of online grocery shopping quickly accelerated. By now, it’s become clear the online grocery shopping habits consumers picked up during the pandemic have lasting power. 

Rather than shopping in-store or online, most grocery shoppers are doing both. Grocery brands and retailers must work hard to meet shoppers’ expectations – wherever they choose to shop. 

Our survey of more than 17,500 grocery and CPG shoppers takes a deep dive into how consumers browse and buy groceries online and in-store.

Who We Surveyed

Our research is based on a survey of 17,683 US consumers fielded in April 2023. Here’s a snapshot of who we surveyed.

Generations

Click a generation to see a snapshot of generation-specific highlights.
Gen Z
(1997-present)
8%
Millennials
(1981-1996)
55%
Gen X
(1965-1980)
29%
Baby Boomers
(1946-1964)
8%

Household Income

Less than $10,000
4%
$10,000-$24,999
7%
$25,000-$49,000
18%
$50,000-$74,999
21%
$75,000-$99,999
17%
$100,000-$149,999
19%
$150,000 or higher
14%

Geography

A large city with a population of 500,000 or more
22%
Suburban area within 30 miles of a major city
33%
A city with a population between 50,000 and 500,000
23%
A city/town with a population below 50,000
22%

Average Overall Online Monthly Spend (Grocery + Non-Grocery Spend)

$0
2%
$1-$250
29%
$251-$500
32%
$500-$1,000
26%
$1,001-$2,000
8%
$2,000+
3%
This research is an update on the report: Meeting Grocery and CPG Shopper Digital Expectations in the Post Pandemic Era.