Discover what defined grocery trends in 2024. Look at the factors that shaped shopper behavior and explore performance metrics in Grocery Doppio's detailed report.

Table of Content

Summary Why should you download this report Survey Demographics Download
 

Summary

The "2024 Digital Grocery: Year in Review" analyzes the evolving digital grocery landscape, highlighting growth in sales and shifting shopper behaviors. Total grocery sales in 2024 reached $941 billion, a 1.7% increase over 2023, with digital grocery contributing $126 billion (13.4%). While digital growth slowed compared to previous years, larger grocers saw significant gains in basket sizes, with averages reaching $180—a 3.5% increase for large grocers.

The report examines the continued decline of third-party platform sales, which dropped by 10.4% compared to 2023, and the increasing dominance of grocer-owned platform sales, which grew by 7.1%. Shopper consolidation trends became evident, as 67% of shoppers reported spending more with their preferred digital grocer in 2024.

It also explores the impact of shopper behavior shifts, such as the adoption of GLP-1 medications, which led to reductions in grocery spending and changes in category preferences. Healthy categories like lean proteins and meal replacements experienced notable growth, while snacks and sugary beverages saw sharp declines.

 

Why should you download this report:

Deeper Insights into Digital Grocery Trends

Discover detailed insights into 2024's $941 billion grocery industry, where digital sales grew to $126 billion, accounting for 13.4% of total sales—a 4.2% year-over-year increase.

Understand How Shoppers Spend

Learn how 67% of shoppers consolidated their spending with their preferred digital grocers, even as 39% reduced the number of digital orders placed compared to 2023.

Impact of GLP-1 Adoption

‍Learn how GLP-1 adoption influenced grocery trends, with categories like lean proteins (+27%) and meal replacements (+19%) gaining traction, while snacks (-52%) and sugary beverages (-28%) faced steep declines.

Omnichannel Integration

‍Discover how omnichannel shoppers, representing 19% of the customer base, drove higher profitability, with average monthly spends of $1,043 and profit margins of 25.6%.

 

Survey Demographics

This report is based on an analysis of over 3 million U.S. shopper orders between January 1, 2022, and November 30, 2024.

Grocery shoppers surveyed: 55,670

Executives surveyed: 5,564

These insights form the basis of the trends and recommendations presented in this report.