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As online grocery surges, brick-and-mortar still resonates with shoppers

Nine in 10 of households' principal shoppers buy their groceries mostly or only in person, says Advantage Sales study

Michael Browne, Executive Editor

February 24, 2022

11 Slides
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The vast majority of the country’s grocery shoppers still do all or most of their shopping in person and they’re visiting more than one retailer to fill their needs, according to an Advantage Sales survey.wsfurlan/iStock/Getty Images Plus

While online grocery has taken huge leaps in shopper adoption — much of that spurred on by the now two-year-old COVIID pandemic — the vast majority of the country’s grocery shoppers still do all or most of their shopping in person and they’re visiting more than one retailer to fill their needs, according to an Advantage Sales survey of more than 1,000 U.S. adults who do at least half of their household’s grocery shopping.

In fact, nearly nine in 10 households do most or all of their grocery shopping in person, according to the report, “What Brick-and-Mortar Grocery Shoppers Really Want.”  Advantage Sales is a division of Advantage Solutions, a provider of outsourced sales and marketing solutions to consumer goods companies and retailers.

Despite that overall affinity for brick-and-mortar, customers are increasingly embracing retailers’ omnichannel offerings. “In this age of unified commerce, where shoppers assess a retail experience by their blended digital and physical experience, chief grocery shoppers who buy in person said they want the same specials offered in stores and online, digital coupons for use in brick-and-mortar locations and in-store product sampling,” said the report.

“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, one that aligns with their digital experience and satisfies their desire for a wide variety of products sold at everyday low prices.”

Related:Regular online grocery users drive supermarket e-commerce sales

Click on the slideshow for in-depth data from the report.

 

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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