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Retail Intelligence: Affluent and young shoppers drive growth in US online grocery

October 28, 2013
Written By

A new report has revealed that 11 percent of US shoppers regularly purchase some grocery products online, with online grocery shopping forecast to rise to 17 percent of total grocery shopping within the next decade – driven by affluent and young shoppers who account for one fifth of all US grocery consumers.

The Brick Meets Click 2013 Grocery Report “Six Degrees of Digital Connections” reports that with today’s shoppers living in an omnichannel world, grocers need to think differently about how to reach their customers in order to maintain competitive advantage.

The analysis, based on the digital shopping habits of more than 22,000 grocery shoppers, reveals that 11% of US shoppers regularly buy some grocery products online, with this figure predicted to rise to 17% of total grocery spending by 2023. The report predicts that if these forecasts prove even close to accurate, the shopper’s shift of spending to online will have a disruptive effect on current retail competition.

Driving the growth in online grocery shopping are wealthy shoppers and young Internet users labelled “millennials”, who account for one fifth of all American grocery consumers and who are the two most likely groups to shop online. The affluent shopper is looking for niche items they can get quickly, whilst the young have grown up with doing everything on the Internet and want the speed and convenience that online retail delivers.

These latest forecasts for US online grocery shopping support the predicted doubling of online grocery sales in key European markets as the pisions between online and bricks and mortar retailers continue to blur – and why grocers need to adapt their strategies in order to attract today’s omnichannel shopper.


As global online grocery sales continue to increase, find out how Profitero provides reliable price intelligence to six of the top 10 European grocery retailers to ensure they maintain their competitive advantage. Contact and discover how we can help you stay one step ahead of the competition. Web based competitor price monitoring for retailers and brands

About Profitero

Profitero is the leading global provider of online competitor pricing data. We provide both bricks & mortar and online retailers with their competitors’ prices, promotions and full product assortment information. Profitero’s accurate and timely competitor intelligence enables our customers to make better informed and more profitable pricing decisions, helping them to increase sales as well as margins.

More than 40 global retailers, including Staples, Sam’s Club, Tesco, Waitrose and Ocado, rely on Profitero Price Intelligence to:

  • Benchmark competitor prices
  • Manage their prices and promotions
  • Attract price sensitive shoppers
  • Negotiate better with suppliers.

Our pricing data can be seamlessly integrated into price optimization solutions such as Blue Yonder, Revionics and IBM DemandTec, to deliver more accurate and effective price optimization. Profitero is also the preferred supplier of online competitor pricing data to Nielsen’s retail customers across more than 100 countries.

To discover how Profitero can help make your pricing smarter, contact us at or visit

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