Omnichannel is on the rise
Hybrid shopping refers to consumers who are using both ecommerce and in-store shopping modes to get their groceries, though not necessarily in the same trip.
91% of households say they'll do as much or more online grocery shopping in 2022.
Non-perishable pantry and cleaning items. The online pick-up and delivery categories are already ruling this category.
Everyday middle-aisle items, including beverages, snack food, cereal and other breakfast foods, condiments and baking items.
The perimeter-aisle categories, particularly produce, meat/seafood, bakery/deli, as well as alcohol and beauty products. These are categories that consumers prefer to browse before purchasing.
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- Hybrid grocery shopping has increased 2x since 2019. Learn more about these consumers, from Digital Dabblers to Digital Champs.
- The path to purchase continues to evolve - shoppers are putting different items in their basket. See what categories are ideal for each trip.
- 2 in 3 online orders are made on mobile devices. See how they are building their baskets.
- Impulse buying used to be focused on the checkout lane. See what new impulse categories have developed.