After years of promise but limited growth, American consumers are finally warming to shopping for food and beverages online. Retailers and CPG companies alike now have a prime opportunity to delight customers and improve results. An A.T. Kearney study of online grocery in the United States looks at this fast-growing market, examining who is shopping online, analyzing online shopping preferences, and offering strategic recommendations for grocery retailers and CPG firms.

1. Capturing the Online
Grocery Opportunity

2. After years of promise,
the U.S. online
grocery market
has gone
mainstream.
Capturing the Online Grocery Opportunity

3. U.S. online grocery
sales are growing
5 to 6 times faster
than conventional
channels.
Capturing the Online Grocery Opportunity

4. U.S. online grocery sales
are expected to grow
11 to 16 percent
per year over
the next 10
years.
Capturing the Online Grocery Opportunity

5. Millennials (37 percent
of sales), urban dwellers
(41 percent), and
high-income buyers
(45 percent) are
doing the most
online food
purchasing.
Capturing the Online Grocery Opportunity

6. Worries about quality
and freshness are
the biggest barriers
to online grocery
purchases.
Capturing the Online Grocery Opportunity

7. 80% of survey
respondents
are willing to
pay for home
delivery.
Capturing the Online Grocery Opportunity

8. An online retail strategy
must touch on three areas:
Segmentation
Value proposition
Shopper engagement
1
2
3
Capturing the Online Grocery Opportunity

9. Identify high-population, high-density
markets and target customer segments,
and seek to create valuable offers for them.
Segmentation1
Capturing the Online Grocery Opportunity

10. Add features such as same-day delivery
and offer the same values and prices
as in stores.
Value proposition2
Capturing the Online Grocery Opportunity

11. Create a personal, integrated experience for
every shopper regardless of where or when
they shop or what device they are using.
Shopper engagement3
Capturing the Online Grocery Opportunity

12. For more information
about Capturing the Online
Grocery Opportunity,
please visit:
www.atkearney.com/consumer-products-retail/
capturing-the-online-grocery-opportunity