Online grocery shopping has gained steam in recent years with the likes of Amazon, Instacart, Walmart, and others offering up their services. However, since the beginning of the pandemic, many shoppers who had previously eschewed online grocery shopping have changed their tune. Below, we take a look at shopper habits with regard to online groceries and see which brands have gained the most ground.
Here are four things you need to know about online grocery growth during the pandemic:
Shifting Shopper Habits
Though over half of shoppers had recently purchased groceries online prior to the pandemic, that number continued to rise as consumers were kept at home.
Have you purchased groceries online in the past 60 days?
Yes:
- Pre-Outbreak: 53.5%
- Post-Outbreak: 63.4%
No:
- Pre-Outbreak: 46.5%
- Post-Outbreak: 36.6%
Shopping Pace Slows
Despite the increase in online groceries, frequency of purchase actually slowed down as consumers stocked up for the long haul.
More than Once a Week:
- Pre-Outbreak: 8.7%
- Post-Outbreak: 6.3%
Once a Week:
- Pre-Outbreak: 33.0%
- Post-Outbreak: 43.4%
Once a Month:
- Pre-Outbreak: 33.0%
- Post-Outbreak: 35.3%
Increasing Expenditures
With shoppers buying groceries on a more infrequent basis, average basket size ($) has continued to rise.
$0 to $25:
- Pre-Outbreak: 11.1%
- Post-Outbreak: 4.7%
$25 to $50:
- Pre-Outbreak: 28.7%
- Post-Outbreak: 18.8%
$50 to $75:
- Pre-Outbreak: 23.3%
- Post-Outbreak: 30.6%
$75 to $100:
- Pre-Outbreak: 21.4%
- Post-Outbreak: 21.3%
$100+
- Pre-Outbreak: 15.5%
- Post-Outbreak: 24.7%
Retailer Trends
Though online grocers like Walmart and Amazon Fresh maintain the largest market share, they’ve actually lost ground to competitive offerings throughout the pandemic. Find out who gained ground below:
Walmart
- Pre-Outbreak: 55.5%
- Post-Outbreak: 49.4%
Kroger
- Pre-Outbreak: 18.6%
- Post-Outbreak: 18.8%
Peapod
- Pre-Outbreak: 6.6%
- Post-Outbreak: 9.4%
Instacart
- Pre-Outbreak: 15.8%
- Post-Outbreak: 20.3%
Amazon Fresh
- Pre-Outbreak: 33.4%
- Post-Outbreak: 24.7%
Others
- Pre-Outbreak: 12.9%
- Post-Outbreak: 17.5%
