Online Grocery Shopping is Growing
In the past, grocery lagged behind other categories in terms of ecommerce growth. But it’s clear consumers are growing comfortable purchasing grocery products online. This year, 82% have made a recent online grocery purchase, up from 71% in 2022.
Notably, those in more populous areas are more likely to shop online for groceries.
In-Store Grocery Continues to Thrive
While online grocery continues to grow, the vast majority of consumers (97%) still purchase groceries in brick-and-mortar stores. The reality is, most consumers are doing a blend of online and in-store shopping. Grocery brands and retailers must be equipped to deliver seamless experiences, whether consumers are shopping online, in-store, or some combination of the two.
Grocery Shopping Frequency
Today, the vast majority of consumers – 73% – shop for groceries multiple times per week. This is up significantly from 2022, when 49% said this was the case.
Online shopping frequency is lower than overall shopping frequency. However, the portion of consumers who shop online for groceries multiple times per week has grown significantly from 15% in 2022 to 28% in 2023.
Omnichannel Grocery Experiences are a Must
Online grocery shopping continues to grow. But brick-and-mortar is still alive and well. Today, the vast majority of consumers shop both online and in-store for groceries.
Modern grocery shoppers have plentiful options. Grocery brands and retailers must make it a priority to deliver connected experiences, whether consumers are shopping online, in-store, or a combination of the two.
