How the online grocery market is shifting: What the industry needs to know in 2018

This new 2018 shopper research report lays out a customer-focused framework for understanding how online grocery shopping is developing for supermarkets, Amazon, and several other provider types.

Here are the report's top line findings:

1. The share of groceries bought online is growing at a brisk pace.
2. Most of the near-term growth in spending will come from the approximately one-third households that already buy some groceries online.
3. Higher spending per trip is driving online growth today – not household penetration or order frequency.
4. Most grocery shoppers concentrate their online spending.
5. There’s no guarantee online grocery shoppers will stick with the same service.
6. Amazon already holds a dominant position in grocery, and Prime will help it increase share of spending.

These findings are based on a survey of nearly 5,000 US households. Taken together, they provide a clearer picture of what’shappening at the national level, what's driving online grocery growth, and why Amazon Prime is the Trojan horse everyone should be watching.

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