A report released earlier this year by Advantage Sales revealed that nearly nine in 10 households’ principal shoppers buy their groceries mostly or only in person, even though online grocery has increased significantly since the pandemic. The study of more than 1,000 U.S. adults who do at least half of their household’s grocery shopping reported that the vast majority of the country’s grocery shoppers still do all or most of their shopping in person and are visiting more than one retailer to fill their needs.
According to a summary of the report in Supermarket News, 40% of the shoppers buy their groceries only in person in stores, while 47% buy mostly in person in stores.
“Even as grocery retailers invest in their online platforms and faster delivery,” the Advantage Sales report noted, “the country’s primary grocery shoppers are looking for a clean, easy-to-shop in-store experience…”
The report also found that those who shop online are far more loyal than typical in-store shoppers. Forty percent of online shoppers buy their groceries from one retailer, while only 14% of brick-and-mortar shoppers stick to one location.