Food & Beverage
How Americans Shop for Groceries
Report summary
The grocery category continues to evolve rapidly, shaped by shifting consumer preferences, advances in technology and economic pressures. Shoppers increasingly value convenience, with online platforms and delivery services seeing sustained growth post-pandemic. At the same time, economic uncertainty has heightened price sensitivity, prompting shoppers to prioritize value.
Morning Consult’s report How Americans Shop for Groceries examines the current state of shopper behaviors in the category and analyzes what they mean for brands in the industry.
Based on surveys fielded monthly since October 2021 among roughly 2,200 U.S. adults per month, plus Morning Consult Economic, brand and audience data, this report provides insights into how consumers are thinking about and engaging with grocery shopping today.
Key Takeaways
- Nearly all consumers have some grocery shopping responsibility, and many are balancing on and offline platforms.
- Economic concerns are translating to price sensitivity for shoppers who are becoming more discerning.
- Shoppers of different ages engage with the category in unique ways.
Data Downloads
Pro+ subscribers are able to download the datasets that underpin Morning Consult Pro's reports and analysis. Contact us to get access.
Methodology
Research featured in this report draws from several data sources:
- Monthly surveys fielded between October 2021 to August 2024, among 2,200 U.S. adults each. Top-line results from all surveys have margins of error of up to +/-2 percentage points.
- Morning Consult Intelligence, which helps you understand your audience, brand, competitors and markets in a way traditional research companies can’t.
- Economic data comes from Morning Consult’s Supply Chain and Inflation Survey, which measures the impact of shortages and rising prices on consumers and their purchasing habits. Each month, respondents are asked questions about which products they are having difficulty procuring, how long they are waiting for deliveries, and how they are responding to supply disruptions and price increases for various goods and services. The survey is fielded among 11,000 adults, mid-month, on a monthly basis.
About the author
