Trends Report

US Online Grocery Overview, Q2 2024

Circana Data Shows US Online Grocery Trends Emerging Post-Pandemic

May 29th, 2024
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Fiona Swerdlow , Taylor Hansen

Summary

Forrester partners with Circana for a semiannual overview of the state of online grocery shopping in the US. Most grocery subcategories that Circana tracks have higher or comparable online sales growth in 2024 than they did two years ago, except for health and home care. In the past year, the liquor and beauty subcategories experienced notably high increases in online sales growth. Online grocery penetration for edible items stayed mostly consistent in the past year. This report provides a Q1 2024 snapshot of the fastest-growing grocery subcategories and the landscape of omnichannel grocery.

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