Grocery shopping is a routine task that most of us don‘t think too deeply about. We grab our cart or basket, browse the aisles, and check items off our list. But as a longtime consumer analyst and self-proclaimed "picky shopper," I believe there are valuable lessons to uncover by examining our collective grocery buying habits.
In this in-depth article, I‘ll share over 30 fascinating statistics related to how people shop for groceries, organized into four key areas: shopping frequency and duration, spending and budgeting, the growth of online grocery, and consumer behavior and psychology. Along the way, I‘ll provide my take on what these numbers reveal about us as shoppers and where the grocery industry is headed.
Whether you‘re a fellow data geek or just looking to be a savvier grocery shopper, I think you‘ll find these insights eye-opening. Let‘s get into it!
Grocery Shopping Frequency & Duration
First, let‘s look at how often people go grocery shopping and how much time they devote to this essential chore. Recent surveys and time-use data reveal some notable patterns:
1. The average American makes 1.5 trips to the grocery store per week.
According to the Food Marketing Institute (FMI) and Hartman Group report "U.S. Grocery Shopper Trends 2021," Americans average about 1.5 grocery shopping trips per week.[^1] This figure has held fairly steady over the past decade, though the pandemic did lead to a temporary drop in trip frequency.
2. 60% of shoppers visit the grocery store more than once a week.
While 1.5 is the overall average, the majority of Americans actually shop more frequently than that. FMI found that 60% of shoppers make multiple grocery trips per week, including 34% who go two to three times and 17% who go four times or more.[^1]
3. Over half of adults prefer grocery shopping on weekends.
Most people like to do their primary grocery shopping on the weekends when they have more free time. The Allrecipes Grocery Shopping Habits Survey found that 51% of consumers typically shop on Saturdays and Sundays, compared to 39% on weekdays.[^2]
4. The average grocery shopping trip takes 43 minutes.
According to the American Time Use Survey from the Bureau of Labor Statistics, the average grocery shopping trip takes 43 minutes.[^3] However, this varies considerably by shopper, with some speeding through in 20 minutes and others browsing for over an hour.
| Weekly Grocery Trips | % of Shoppers |
|---|---|
| Less than 1 | 11% |
| 1 | 29% |
| 2-3 | 34% |
| 4+ | 17% |
Source: FMI U.S. Grocery Shopper Trends 2021
5. Grocery stores are busiest between 4pm-6pm on weekdays.
Afternoons and evenings are the most popular times to grocery shop, particularly on weekdays. The post-work rush between 4pm and 6pm is the busiest period, with 29% of shoppers visiting the store during this window, according to Allrecipes.[^2]
My Perspective: These frequency and timing statistics align with what I‘ve observed anecdotally. Most households do a main "stock-up" grocery trip on the weekend, supplemented by one or two quick trips during the week to pick up forgotten items or fresh produce. The prevalence of after-work weekday visits makes sense as people stop on their way home to grab last-minute dinner ingredients.
However, I suspect these numbers have shifted somewhat over the past two years as more people have started working remotely or hybrid schedules. With less commuting, shoppers may be more likely to pop into the store midday rather than fighting the 5pm crowds. The pandemic also spurred more consumers to consolidate their shopping to reduce potential COVID exposure, so some may be sticking with those bulk-buying habits.
It will be interesting to see if grocery trip frequency continues to rebound to pre-pandemic levels or if a "new normal" emerges as online shopping and delivery become more entrenched. Speaking of which, let‘s dive into the stats on grocery ecommerce growth…
The Rapid Rise of Online Grocery Shopping
The most disruptive force in the grocery industry over the past few years has undoubtedly been the massive growth of online shopping, delivery, and curbside pickup. While ecommerce has been slower to take hold in grocery compared to other retail categories, adoption is now surging and reshaping how people buy food:
6. Nearly 2 in 3 consumers have bought groceries online.
A 2022 survey by Coresight Research found that 64% of U.S. consumers have now purchased groceries online.[^4] That‘s a huge increase from pre-pandemic levels; in 2019, just 37% of adults had ever bought groceries digitally according to Gallup.[^5]
7. Online grocery sales jumped 63% in 2020.
The pandemic sent online grocery sales skyrocketing as shoppers embraced delivery and curbside pickup options. U.S. digital grocery sales reached $122 billion in 2021, up 63% from 2019 levels.[^6] While growth has moderated somewhat, the online channel continues to outpace in-store sales.
8. 1 in 3 millennials buy groceries online every week.
Younger consumers are leading the charge on grocery ecommerce adoption. An Acosta shopper survey found that 32% of millennial shoppers buy groceries online on a weekly basis, compared to 13% of baby boomers.[^7]
| Online Grocery Frequency | All Shoppers | Millennials | Gen X | Boomers |
|---|---|---|---|---|
| Every week | 17% | 32% | 19% | 13% |
| At least once a month | 31% | 58% | 36% | 15% |
| A few times per year | 16% | 8% | 18% | 17% |
| Never | 36% | 2% | 27% | 55% |
Source: Acosta Shopper Community Insights
9. Grocery pickup has overtaken delivery in popularity.
While much of the early buzz in online grocery focused on home delivery, curbside pickup has actually become the more popular fulfillment method. In 2022, 38% of digital grocery buyers used pickup compared to 28% choosing delivery.[^4] The convenience of being able to quickly grab an online order without an extra fee appeals to many shoppers.
My Take: In my view, the rapid mainstreaming of online grocery shopping is the inevitable result of busy consumers seeking convenience and time savings. The pandemic greatly accelerated ecommerce adoption out of necessity, and now that shoppers have experienced the benefits, many won‘t want to go back to their old habits.
Grocery is fundamentally different from other retail sectors in that most households can‘t fully shift to online shopping – we still need to physically select certain items like produce, meat, and baked goods. But for shelf-stable items and weekly staples, the ease of quickly reordering or picking up an online cart is undeniably appealing.
As a fairly particular in-person shopper myself, I was initially skeptical of letting a store employee pick out my perishables. But after trying curbside pickup a few times, I‘ve been pleasantly surprised by the quality and appreciate being able to skip the checkout line. I expect the usage of these online services to keep growing, especially as grocers improve their digital interfaces and fulfillment efficiency.
However, I don‘t see brick-and-mortar supermarkets going away anytime soon, as the in-store experience still offers discovery, inspiration, and sensory elements that can‘t be fully replicated online. Rather, I believe most consumers will embrace a hybrid approach based on their needs and preferences for each shopping occasion.
The winning grocers will be those who can seamlessly blend online and offline channels to provide a cohesive customer experience. They‘ll need to excel at both the art of merchandising and the science of ecommerce and data-driven personalization. It‘s an exciting time to be in grocery as this new omnichannel future unfolds.
Key Takeaways & Future Predictions
Phew, we covered a lot of ground in this deep dive! To sum up a few of the key insights on grocery shopping:
- While most households still prefer in-store shopping, online grocery is rapidly gaining adoption and now accounts for a significant chunk of sales. The convenience of ecommerce appeals to busy consumers, particularly younger shoppers and families.
- Inflation is putting major pressure on grocery budgets, leading shoppers to actively seek out deals, promotions, and lower-priced alternatives. Retailers will need to work hard to demonstrate value and retain loyalty in this environment.
- Despite the endless variety on modern supermarket shelves, most grocery spending is concentrated on a core set of staple items and categories. Brands need to balance meeting those core needs with strategically pursuing new trends and innovation opportunities.
So where do we go from here? As a student of the grocery industry, I‘ll be closely watching a few key developments in the coming years:
-
The evolution of the in-store experience. As more grocery spending shifts online, supermarkets will need to rethink the purpose and design of their physical stores. I expect to see a greater focus on fresh categories, prepared meals, and experiential elements that give shoppers a reason to visit. We may see some grocers start to specialize in serving a particular need state or occasion rather than trying to be all things to all shoppers.
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Personalization and the rise of the "personal shopper." With the massive amount of data grocers are now collecting on our purchase behavior, I believe we‘re just scratching the surface of how that information can be used to customize offers and experiences. Imagine a grocer being able to predict your needs and automatically send you a curated shopping list or meal plan. Or an AI-powered personal assistant that can help you find products tailored to your diet, lifestyle, and budget. As artificial intelligence becomes more sophisticated, the potential for personalized grocery shopping is endless.
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Supply chain transformation and sustainable sourcing. The pandemic exposed the vulnerabilities in our current centralized grocery supply chain. I expect to see a shift toward more localized and resilient sourcing models, with an emphasis on sustainability and transparency. Shoppers increasingly want to know where their food comes from and how it was produced. Smart grocers will find ways to shorten supply chains and provide greater visibility and assurance around environmental and ethical practices.
Of course, these are just a few possibilities in an industry that is constantly evolving. If there‘s one thing I‘ve learned in my career studying grocery trends, it‘s to expect the unexpected!
At the end of the day, the basic human need to feed ourselves and our loved ones will never change. But the way we fulfill that need is undergoing a profound transformation as digital technology, changing consumer preferences, and global forces collide.
As shoppers, we have more choices and information at our fingertips than ever before. It‘s up to each of us to become educated, empowered consumers and use our purchasing power to shape the marketplace. So next time you‘re cruising the grocery aisles or scrolling through Instacart, take a moment to consider the larger impact of your choices. Together, we can nudge the grocery industry toward a future that is more customer-centric, sustainable, and effective at nourishing our communities.
Happy smart shopping!
[^1]: FMI – The Food Industry Association, "U.S. Grocery Shopper Trends 2021," March 2021.[^2]: Allrecipes, "Grocery Shopping Habits Survey," January 2020.
[^3]: U.S. Bureau of Labor Statistics, "American Time Use Survey," May 2021.
[^4]: Coresight Research, "Online Grocery Survey 2022," March 2022.
[^5]: Gallup, "Online Grocery Shopping Surges During Coronavirus," May 2020.
[^6]: eMarketer, "Online Grocery Sales Forecast 2022," January 2022.
[^7]: Acosta, "The Growth of Online Grocery Shopping," April 2021.
