Skip to main content

Save or Share this Report

For eBusiness & Channel Strategy Professionals

US Online Grocery Snapshot: Q1 2020

IRI Data Shows Which Essentials Shoppers Most Frequently Buy Online

April 16, 2020

Why Read This Report

Grocery is one of the largest retail sectors in the US, but online grocery has had mixed uptake. US shoppers frequently purchase nonedible grocery items like household, health, and beauty products online, but they are far less likely to buy food/edibles online frequently. When shoppers do buy edibles, they are more likely to order them online and pick them up in stores. The largest retailers in the world are nonetheless eager to "crack the online grocery code." Why? If online grocery gets anywhere near the online penetration of a category like electronics, it would be enormous in terms of dollar volume. Note: IRI gathered this data at the beginning of the COVID-19 crisis in the US in early March. Where relevant, we have included data from the pandemic crisis to inform conclusions and recommendations.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Online Grocery Is A Battleground
  • Retailers Need To Solve Four Problems To Grow Online Grocery
  • What It Means

  • Online Grocery Isn't A Home Run Yet
  • Supplemental Material
  • Related Research Documents

Recommended Research