The majority of grocery sales still happen in physical stores. According to Forrester’s November 2021 Consumer Energy Index And Retail Pulse Survey, 57% of UK online adults prefer to buy fresh food in person and plan to continue to do so; 15% note that, compared with a year ago, they are now shopping less online and more in store for groceries. Just 17% of UK online adults shop for groceries exclusively online, while 16% report that their online grocery shopping supplements their weekly in-store shopping. In comparison, US online adults are slightly more likely than UK online adults to shop for groceries exclusively online and to supplement in-store shopping with online grocery shopping.