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%.

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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.
1
Understanding online grocery potential
2
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.
3
Implications for
e-commerce
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

Takeaways

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

Takeaways
Takeaways

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 Learning Lab for further analyses and more expert insights

A 3-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 2022 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?

THE ONLINE GROCERY REPORT 2022

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

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