Brand perception of U.S. online grocery providers
When ordering groceries online, more than three out of four people (77%) generally buy at big box retailers like Costco, Walmart, or Kroger. Retailers dominating the offline grocery market are therefore also major players when it comes to online food and grocery shopping. 

A distant second and third place in use rates are discount grocers (like Food4Less, Aldi, or Grocery Outlet) at 31%, and 3rd party platforms (e.g., Instacart, Postmates, Gopuff) at 27%.

Dig deep into insights
By downloading the report you also get access to the entire data set of the whole study

  1. Unlimited flexibility and big data for your individual analysis
  2. Set your own filters, split answers by cohorts, and choose between display options 
  3. Look at exactly those details that are relevant to you to get the most out of the data 
Day 1: User Experience
Insights about a winning UX for Online Grocery
Day 2: Omnichannel
All you need to know about BOPIS & Electronic shelves
Day 3: International differences
How does US Online Grocery stats compare internationally?
Day 4: Convenience
Business impact of the biggest online grocery USP
Day 5: Future growth
3 Success Stories for Online Grocery to learn from

© 2021 - Spryker Systems GmbH

The World of Grocery Shopping is Changing - Surprising Insights from the study
How do you shop for groceries/food?
How much do you spend on online groceries per week?
Brand awareness in the market

About Spryker

  • Leading German provider for digital commerce solutions in B2B, B2C, Marketplaces, and Unified Commerce - all in one stack

  • Extend sales reach and grow revenue with a system that allows your business to increase operational efficiency, lower TCO, and expand to new markets and business models faster than ever before

  • Recognized as Visionary in the 2021 Gartner Magic Quadrant for Digital Commerce, backed by investors such as TCV, and growing 100%+ YoY

  • Trusted by 150+ brands globally, such as Aldi, Siemens, Mercado Mayco, Toyota, and Ricoh

Get in touch

About Appinio

  • Global market research platform enabling companies to source thousands of opinions from specific target audiences worldwide - in just a few minutes

  • Fastest solution for market research, validating decisions and ideas in real-time with representative results from consumers

  • Recognized as Top European Business Startup at the Pioneers Festival, and Jonathan Kurfess, Founder and CEO, belongs to Forbes 30 under 30 in Europe 2020. 

  • More than 1000 companies from all industries use Appinio's comprehensive platform, including VW, Unilever, Netflix, Samsung, Jägermeister, and Red Bull

Get in touch

U.S. representative sample of 2,500 participants
We asked 2,500 consumers about their experiences and opinions of grocery shopping
Most important online shopping trends for 2022
The report provides all trends and backgrounds around food retailing and online grocery shopping
Brought to you by online shopping and research experts
Developed by e-commerce experts and executed with innovative real-time market research

About The Study

The Online Grocery Report from Spryker & Appinio examines how the pandemic has rapidly accelerated widespread online grocery adoption.

Answering the most important questions about Online Grocery

 The multi-trillion dollar U.S. grocery retail industry is in transition. Read our comprehensive guide to get insights into the changing behaviour and expectations of grocery shoppers
How do Americans buy groceries? What are drivers, blockers, and use cases for online groceries? And what will it look like in two years? Get a deep understanding of real consumers’ needs and expectations.
Understanding online grocery potential
These are the hot brands 2022
The brand landscape in U.S. grocery retailing ranges from young disruptors like Doordash or GoPuff, to long-established retail leaders such as Walmart and Kroger. But how are they received, and when do customers buy from which brands? We asked them.
Implications for
Selling online is easy, creating an exciting online user experience is difficult. We examined the technological details behind the use of e-grocery services, and translated them into strategic business recommendations.

Half of all Americans (47%) buy their groceries online at least sometimes, 15% even shop mostly or exclusively online

The market for online grocery shopping is huge already


Small bills are the exception - Online as the new normal, everyday life as a use case


DoorDash (81%), Grubhub (73%) and Instacart (62%) lead in e-grocery brand awareness in what is a scattered market for consumers with no clear leader.

Join the Online Grocery Masterclass for further analyses and more expert insights

A 5-day course to learn about the tech behind the e-grocery craze, and get practical tips for your business
The U.S. Online Grocery Report 2021 is based on a study run by real-time market research provider Appinio and digital commerce platform provider Spryker. It contains the most current data set on the use, brand perception and potential of online grocery shopping in the US.

Who are we?


A Fresh Perspective on U.S. Online Grocery Shopping in 2022 and Beyond

Insights for practitioners based on a U.S. representative study about customer buying behavior, brand perception, and the role of technology