eMarketer forecasts that 52.9% of internet users will make at least one online grocery order through a digital channel in 2020.
But this trend will be short-lived: Year-over-year growth will slow to 4.9% in 2021 as consumers potentially feel safer entering brick-and-mortar stores again.
Despite this, online grocery will have reached far more consumers than it ever would have if not for the pandemic. Read the rest at eMarketer.
Who Are Online Grocery Shoppers?
Digital grocery shoppers are most likely to be Millennial city-dwellers on the East Coast, according to Gallup.
Groceries Are Popular For Mobile Voice Searches
Forty-one percent of people who use voice activation on their mobile devices, use voice search for groceries, according to SERanking.
From Mobile Search To App Purchases
This year, 25.2 million Americans will use a mobile app to buy groceries; that number is expected to rise to 30.4 million by 2020.
Toilet Paper Is A Popular Item
Digital grocery shoppers are more likely to buy toilet paper (73%), laundry detergent (71%), trash bags (66%) and all-purpose cleaner (62%) than they are to buy actual food such as peanut butter (57%), ketchup (55%) or spices (50%), according to Field Agent.