December 9, 2024 – Understanding consumer grocery shopping patterns is essential for the food and beverage industry to align product offerings and marketing strategies with evolving preferences and buying behaviors in the US. Innova’s 360 degree research into grocery shopping trends highlights key insights of in-store and online grocery shoppers and displays future innovation opportunities in the US.
Consumer Grocery Shopping Patterns
In the US, 66% of consumers shop for groceries in-store at least once a week, while many also dine out, use food delivery, and shop for online groceries. Younger generations and larger, higher-income households are most likely to shop for groceries online, with around one-quarter placing weekly online orders.
Consumers in the US are more likely to increase in-store shopping but decrease dining out and having food delivered to their homes. The increase in in-store grocery shopping and less home food delivery may be partly due to the impact of the COVID-19 pandemic.
Economic pressures are driving a shift toward cooking at home, influencing grocery choices. Food quality and inflation are the top factors shaping both in-store and online grocery shopping trends. Spending more time at home and ease of ordering online emerge as significant key reasons for ordering groceries online.
In-Store Grocery Shopping Trends
Most consumers in North America shop primarily at supermarkets, with fewer frequenting sustainability-focused, specialty, or discount stores. Men are more likely than women to shop at non-supermarket outlets. Generation Z generally shows the highest levels, and Boomers show the lowest levels in shopping for groceries. Income plays a role, and shopping at “alternative” retailers increases with income.
Bakeries are the top specialty food outlet consumers use for grocery shopping in the US, followed by greengrocers and delicatessens. Financial pressures are impacting shopping habits. Consumers choose cheaper stores, buy fewer convenience foods, and shop closer to home; these are the top actions consumers are taking to address cost-of-living issues.
The ability to personally select or see the quality of products and ease of location are the top reasons for shopping at a supermarket. Secondary outlets like farmers’ markets and specialty stores attract shoppers with better discounts, support for local businesses, and the availability of unique or local products.
Sustainability also influences behavior, with many shoppers bringing reusable bags and supporting eco-conscious outlets when buying or ordering food. Self-assisted checkout is the most adopted in-store technology, reflecting a blend of consumer preferences for efficiency and cost-effectiveness amidst evolving grocery trends.
Online Grocery Shopping Trends
Online supermarkets attract significantly more consumers than online specialty or dark stores, with most online grocery habits remaining stable. Men are more inclined to shop online, particularly at dark stores and specialty outlets, while younger generations, especially Generation Z, are more likely to use online retailers for their groceries compared to Boomers. Larger households with three to five members and mid-to-high-income consumers also display the highest level of purchasing online grocery shopping.
Time savings and quick delivery or pick-up options are the top reasons consumers choose online grocery shopping in the US. Other factors include reducing impulse purchases, avoiding the hassle of carrying groceries, and supporting local businesses through specialty outlets.
Grocery Technology Trends
Self-assisted checkout is the most used in-store grocery technology, with three-quarters of shoppers using it. Subscriptions from delivery apps are the most tried online grocery technology. Only about one-third of shoppers use the other grocery apps, and another one-third are aware of them. Online grocery shoppers prefer ordering groceries using the retailer’s own app instead of a third-party app, reflecting a strong preference for direct and seamless shopping experiences.
What’s Next in the US Grocery Shopping Trends?
Non-supermarket in-store retailers face lower grocery shopping incidence and frequency. This presents an opportunity to attract new consumers and boost visits through targeted product offerings and clear communication of their unique benefits. Males, Generation Z, mid-to-high-income households, and families with three to five members represent key demographic groups for these retailers. Discounters and low-price outlets could introduce programs tailored to larger households, addressing the financial pressures of feeding a family while increasing shopping frequency.
To bridge this gap, sustainability-focused retailers and manufacturers can educate shoppers on the long-term benefits of sustainable choices while providing attractive reusable shopping and stylish shopping bags. Educating consumers and accessible options may elevate sustainability from a secondary consideration to a core value in grocery shopping trends.
This article is based on Innova’s Now & Next in Consumer Patterns for Grocery Shopping in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
