U.S. online grocery sales surge 88%

It is learned that recently, according to data from Nielsen and Rakuten, the value of the US omnichannel grocery market has exceeded 1.01 trillion US dollars, an increase of 2.6% over the same period last year and 3.4% over the same period in 2016.

The report shows that American consumers' spending online has exceeded their spending in stores. Although e-commerce only accounts for 5% of total sales in the fast-moving consumer goods sector, it has achieved a year-on-year growth of 40%. In the 52 weeks ending June 30, 2018, e-commerce sales increased by 16.6%, while total fast-moving consumer goods sales increased by only 0.1%.

Over the past three years, online grocery sales in the U.S. have exceeded $21.6 billion, up 88% from 2018 to nearly $11.9 billion. Although this figure accounts for 26% of online FMCG sales, physical stores still dominate grocery sales, with in-store sales reaching $413 billion this year.

Notably, the rise of buy online, pick up offline is narrowing the gap between online and offline retail. In the 52 weeks ending August 25, 2018, buy online, pick up offline accounted for 48% of all online grocery purchases. Retailers including Tops Friendly Market, Kroger Co. and Amazon have rebranded or launched new grocery pickup services to seize this opportunity. However, the various approaches taken by each also show that the grocery omnichannel market still needs to continue to experiment and adjust strategies.

The data also showed that coffee, sports nutrition and cereal bars, and nutritional drinks were important drivers of growth in online grocery, with sales increasing by 6.9%, 14.1% and 22.5% respectively.

Author✎ Summer/
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