US Insights

2018 will be the tipping point for online grocery shopping

Rachel McGuire


Retail 01.17.2018 / 12:00


Consumers are getting happier with the online grocery experience.

Today’s empowered shopper is willing to opt out of shopping routines that are not gratifying or do not make life simpler. At the same time, key retailers are investing heavily in services to sell consumables online. This perfect storm of shifting shopper preferences and retailers pivoting into online and omnichannel fulfillment has set up 2018 to be a major inflection point for online grocery shopping in the United States.

Although most online grocery shoppers today are still experimenting with multiple services, the “wild west” of online grocery shopping is likely to come into much sharper focus this year: not only are retailers expanding the footprint of their omnichannel fulfillment options, but they are also generally delighting shoppers with those services.

Online Grocery Satisfaction

With the availability of online grocery shopping set to expand significantly this year, we expect to see large numbers of shoppers trialing the service. While not everyone who tries online grocery shopping in the next year will integrate online into their grocery shopping routines, many will. And among those shoppers who do, in-store routines are likely to be impacted significantly. In an environment in which growth is hard to come by, understanding this evolving retail space—and this evolving grocery shopper—will be critical.

Shopper Insights subscribers can view our latest data and insights on today’s online grocery shoppers and how they are  integrating online grocery shopping into their routines, how online grocery shopping is elevating the role of private label, and the core shopper and strategic insights on four major players in this quickly evolving space: Walmart Online Grocery Pickup, Kroger ClickList, AmazonFresh, and Peapod.

Source: Kantar Consulting, Kantar Retail

Editor's Notes

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