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Report
en_GB
Prolonged cost-of-living pressure continues to shape the US grocery sector. This persistent economic strain has turned budget-conscious habits into a default way of shopping rather than a temporary fix. Consumers…
US
Food and Drink Retail
eCommerce
simple
US Online Grocery Retailing Market Report 2026
"Grocery shopping is transforming into a hybrid experience, with consumers choosing the channel that best suits their needs. Online grocery shopping will play an increasingly important role in this shift, particularly as digital tools like AI-assisted meal planning, budget tracking and personalized recommendations become more widely adopted by shoppers."
Katie Hansen, Senior Analyst - Retail & eCommerce
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EXECUTIVE SUMMARY
What you need to know
Outlook for online grocery retailing – US
Opportunities
Personalization is critical to improving the online grocery experience
Make shopping for families easier online
Build trust in freshness to grow online baskets
THE MARKET
Challenging economic conditions will keep consumers in a value-focused mindset
Younger consumers’ behaviors and preferences will shape the next evolution of grocery
AI is redefining the shopper role from active chooser to guided consumer
THE CONSUMER
Online grocery is not a replacement for stores; it’s part of a hybrid shopping ecosystem
Online, multichannel shopping continues to make headway year-over-year…
Graph 1: channel shopped for groceries, 2024-26
Graph 2: grocery retrieval method, 2024-26
…meaning grocers need a dual strategy to win diverse shopping trips
Graph 3: channel shopped by shopping occasion, 2026
Younger consumers will drive adoption for online grocery, indicating that grocers need to further evolve their omnichannel strategies
Graph 4: channel shopped by purchase occasion – in-store, by key demographics, 2026
Graph 5: channel shopped by shopping occasion – online, by key demographics, 2026
Ahold Delhaize offers consumers new ways to add to their online grocery cart
For delivery, reliability and value often outweigh innovation and speed
Graph 6: attitudes – delivery, 2026
However, fast delivery still has a meaningful audience
Graph 7: attitudes toward paying extra for delivery, by key demos, 2026
Amazon sees a place for ultra-fast delivery
Walmart continues to gain grocery momentum
Graph 8: retailer shopped – any shopping, 2026
Membership services fuel online grocery habits
Graph 9: services used to shop for groceries online, 2026
Younger generations, multicultural consumers and parents spread their grocery shopping over a variety of services
Graph 10: online grocery services used, by key demographics, 2026
Third-party partnerships can be a lucrative option for all involved
Growth will come from increased engagement, not mass adoption
Online grocery has strong momentum and little risk of retrenchment
The next wave is convincing consumers to purchase more of their grocery basket online
Graph 12: channel shopped by category purchased, 2026
Jewel encourages consumers to submit notes for their grocery order
Older shoppers seek efficiency, younger shoppers seek engagement when shopping for groceries online
Graph 13: reasons for grocery shopping online, by generation, 2026
Online grocery shopping gives consumers a greater sense of financial control
Graph 14: reasons for grocery shopping online, by race or ethnicity, 2026
The future of online grocery is smarter, more confident shopping
Brands, grocers still need to build consumer confidence with the quality, consistency of online grocery shopping
Graph 15: barriers to shopping for groceries online, by generation, 2026
Offering choice and quality guarantees can address consumers’ concerns with online grocery
Graph 16: attitudes – quality and choice, 2026
Consumers are interested in tools that make shopping easier, smarter and more personalized
Graph 17: tools and features of interest when shopping for groceries online, 2026
Grocers, services innovate to bring inspiration right to consumers’ hands
Smart, budget shopping is a necessity for all consumers
Graph 18: tools and features of interest when shopping for groceries online, by financial situation, 2026
Personalization is critical for the future of online grocery
Graph 19: attitudes – loyalty and personalization, 2026
Albertsons’ taps AI to assist shoppers
APPENDIX
Content scope
The consumer
Consumer research questions
Consumer research methodology – US
US generation groups
Prolonged cost-of-living pressure continues to shape the US grocery sector. This persistent economic strain has turned budget-conscious habits into a default way of shopping rather than a temporary fix. Consumers are routinely value hunting, seeking not just lower prices, but also digital tools that stretch budgets and boost perceived savings.
Retailers are responding to these changes by embedding AI-driven curation deep into the path to purchase. Now, 60% of consumers report being comfortable with AI (artificial intelligence) assistance; while comfort does not guarantee adoption, growing familiarity lowers barriers to incorporating AI in the shopping process – contributing to an ongoing shift in shopper behavior. Consumers are increasingly relying on predictive recommendations to narrow choices, with many acting as validators of recommendations rather than actively building baskets from scratch. For retailers, this means the competitive landscape is shifting: predictive relevance and personalization matter as much as price or speed, with AI-powered recommendations compressing and personalizing each step of the shopping journey.
The category’s biggest opportunity comes from winning loyalty among younger consumers through seamless, personalized experiences that combine digital innovation and in-person engagement. Yet, the threat is real: retailers face pressure to consistently pair competitive prices with reliable, personalized fulfillment. Brands and grocers that fail to keep up risk losing share to those who can deliver both tangible savings and a frictionless, trustworthy experience.
Key Issues Covered in the Report
Evolving value expectations amid persistent economic strain
Online grocery’s role in a hybrid ecosystem
Increasing engagement to grow online grocery
Utilizing tech, personalization to shape the future of online grocery
Instant delivery when paying by credit card, invoice orders may take longer
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