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US Omnichannel Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Omnichannel Retailing market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines the interplay of the online and offline shopping environment, including how consumers shop both online and off, and how retailers are responding to changing behaviors to provide a unified and consistent experience across both physical and digital touchpoints. The focus of this report is on tangible goods; digital media, travel, entertainment, insurance policies, and other intangible products are not the main subjects of this report.

This report builds on the analysis presented in Mintel’s Online Shopping – US, June 2018 as well as its ecommerce library of reports launched in 2018.

Expert analysis from a specialist in the field

Written by Diana Smith, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

There are a few common elements of omnichannel retailing that include integration across devices as well as putting mobile at the center as the connective tissue that merges stores and digital channels. Brick and mortar retailers also have an advantage over online-only retailers because their stores are a huge asset that most of the leaders are capitalizing on as they look to make the store experience more enjoyable and fun. Diana Smith
Associate Director - Retail & Apparel

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Groceries generate only modest sales growth
            • Figure 1: Multi-outlet sales and fan chart forecast of groceries, at current prices, 2013-23
          • Most grocery shopping still happens in-store
            • Figure 2: Approach to grocery shopping, February 2019
          • Younger shoppers look beyond supermarkets
            • Figure 3: In-store retailers for grocery shopping, by age, February 2019
          • Time a key factor in grocery shopping frustration
            • Figure 4: Frustrations with in-store shopping, February 2019
          • The opportunities
            • Shoppers look to store tech to save time and money
              • Figure 5: Interest in technology that helps in selection/navigation, February 2019
            • Experiential concepts key to appealing to younger shoppers
              • Figure 6: Interest in experiential in-store concepts, by age, February 2019
            • Shopping experience key to loyalty, especially among younger shoppers
              • Figure 7: Attitudes toward in-store grocery shopping, by age, February 2019
            • What it means
            • The Market – What You Need to Know

              • Groceries generate only modest sales growth
                • Other channels continue to gain on supermarkets
                • Market Size and Forecast

                  • Groceries generate only modest sales growth
                    • Figure 8: Multi-outlet sales and fan chart forecast of groceries, at current prices, 2013-23
                    • Figure 9: Multi-outlet sales and forecast of groceries, at current prices, 2013-23
                • Market Breakdown

                  • Other channels continue to gain on supermarkets
                    • Figure 10: Multi-outlet sales and forecast of groceries, by channel, at current prices, 2013-23
                    • Figure 11: Multi-outlet share of groceries, by channel, 2013-23
                  • Food and drink dominates grocery sales
                    • Figure 12: Multi-outlet sales of groceries, by category, at current prices, 2013-18
                  • Supermarkets still lead food and drink sales but are losing share
                    • Figure 13: Multi-outlet share of food and drink, by channel, 2013-23
                  • For supermarkets, grocery sales are concentrated in food and drink
                    • Figure 14: Category share of groceries in supermarkets, 2013-18
                  • Other multi-outlet retailers split more evenly between food and nonfood
                    • Figure 15: Category share of groceries in supermarkets, 2013-18
                • Market Perspective

                  • Foodservice continues to gain on grocery
                    • Figure 16: Share food expenditures for in-home food vs dining out, 2013-18
                  • Online behaviour data: Impact of meal delivery services and meal kits
                    • An ageless opportunity: only a small drop off in usage among older adults
                      • Figure 17: Online behavior data: past-30-day use of select meal delivery and meal kit websites and apps, by age, October 2017-November 2018
                      • Figure 18: Online behavior data: past-30-day and past-7-day use of select meal delivery websites and apps, by age, October 2017-November 2018
                    • Usage skews to higher incomes
                      • Figure 19: Online behavior data: past-30-day use of select meal delivery and meal kit websites and apps, by household income, October 2017-November 2018
                    • Food-focused consumers a key target for meal kits and meal delivery
                      • Figure 20: Online behavior data: past-30-day use of select meal delivery and meal kit websites and apps, by Simmons food lifestyle segments, October 2017-November 2018
                      • Figure 21: Online behavior data: past-30-day use of select meal delivery and meal kit websites and apps, by grocery retailers shopping in past four weeks, October 2017-November 2018
                  • Market Factors

                    • Most consumers report making an effort to eat healthy
                      • Figure 22: Approaches to healthy eating, May 2018
                    • Home cooking seen as healthier
                      • Freshness a top priority for health-focused grocery shoppers
                        • Figure 23: Health attributes sought, May 2018
                      • Cooking “unenthusiasm” is on the rise
                        • Figure 24: Share of cooking segments, 2016-2018
                    • Key Players – What You Need to Know

                      • Amazon moves up
                        • Supermarkets face diverse competition
                          • As supermarkets open new concept stores, prepared is the new fresh
                            • AI will work behind the scenes to improve the shopping experience
                            • Company Sales of Grocery Retailers

                              • Amazon moves up the list of top grocery retailers
                                • Figure 25: Top US grocery retailers, 2019
                            • What’s Happening?

                              • As supermarkets open new concept stores, prepared is the new fresh
                                • Meal kits continue to move in-store
                                  • More variety
                                    • Easier preparation options
                                    • What’s Next?

                                      • AI will work behind the scenes to improve the shopping experience
                                        • An old concept that could be poised for growth
                                        • The Consumer – What You Need to Know

                                          • Most grocery shopping still happens in-store
                                            • Perimeter a focal point for growth of online grocery shopping
                                              • Younger shoppers look beyond supermarkets
                                                • Convenience and quality fresh products guide store choice
                                                  • Shopper marketing needs to connect with shoppers before the store
                                                    • Experiential concepts far more interesting to younger shoppers
                                                      • Shoppers look to store tech to save time and money
                                                        • Time a key factor in grocery shopping frustration
                                                          • Shoppers satisfied with, even enjoy grocery shopping in-store
                                                          • Grocery Shopping Overview

                                                            • Most grocery shopping still happens in-store
                                                              • Figure 26: Approach to grocery shopping, February 2019
                                                            • Older grocery shoppers a little less likely to shop online
                                                              • Figure 27: Approach to grocery shopping, by age, February 2019
                                                            • Perimeter a focal point for growth of online grocery shopping
                                                              • Figure 28: Approach to grocery shopping by category, February 2019
                                                            • Preferred method by trip type
                                                              • Figure 29: Preferred approach to shopping by trip type, February 2019
                                                          • In-store Retailers for Grocery Shopping

                                                            • Traditional supermarkets remain top choice for in-store shopping
                                                              • Figure 30: In-store retailers for grocery shopping, February 2019
                                                            • Younger shoppers look beyond supermarkets
                                                              • Figure 31: In-store retailers for grocery shopping, by age, February 2019
                                                          • Reasons for Selecting Store Used Most Often

                                                            • Convenience and quality fresh products guide store choice
                                                              • Figure 32: Reasons for selecting in-store retailer used most often, February 2019
                                                            • Retailer choices reveal complexity of shopping preferences
                                                              • Traditional supermarket strengths are location and promotional deals
                                                                • Discount grocers’ key strengths are low prices and store brands
                                                                  • Figure 33: Reasons for selecting in-store retailer used most often, by in-store retailer used most often, February 2019
                                                              • In-store Shopping Behaviors

                                                                • Shopper marketing needs to connect with shoppers before the store
                                                                  • Figure 34: In-store shopping behaviors, February 2019
                                                                • Older shoppers more methodical, younger somewhat more impulsive
                                                                  • Figure 35: In-store shopping behaviors, by age, February 2019
                                                                • In their words: different approaches to list making
                                                                  • Taking inventory
                                                                    • Keeping a running list
                                                                      • Planning ahead
                                                                      • Interest in Experiential In-store Concepts

                                                                        • Sampling key to a positive in-store experience
                                                                          • Figure 36: Interest in experiential in-store concepts, February 2019
                                                                        • Experiential concepts far more interesting to younger shoppers
                                                                          • Figure 37: Interest in experiential in-store concepts, by age, February 2019
                                                                      • Interest in Tech Concepts

                                                                        • Shoppers look to store tech to save time and money
                                                                          • Figure 38: Interest in technology that helps in selection/navigation, February 2019
                                                                        • Younger shoppers look to a wider variety of tech solutions
                                                                          • Figure 39: Interest in technology that helps in selection/navigation, February 2019
                                                                      • Frustrations with In-store Shopping

                                                                        • Time a key factor in grocery shopping frustration
                                                                          • Out-of-stocks a frustration for more than one third of shoppers
                                                                            • Figure 40: Frustrations with in-store shopping, February 2019
                                                                          • Young shoppers especially likely to be frustrated by time-related issues
                                                                            • Figure 41: Frustrations with in-store shopping, by age, February 2019
                                                                        • Attitudes toward In-store Shopping

                                                                          • Shoppers satisfied with, even enjoy grocery shopping in-store
                                                                            • Appreciation for the tactile elements of grocery shopping
                                                                              • Figure 42: Attitudes toward in-store grocery shopping, February 2019
                                                                            • Shopping experience key to loyalty, especially among younger shoppers
                                                                              • Figure 43: Attitudes toward in-store grocery shopping, by age, February 2019
                                                                            • In their words: shopping in-store a positive, rewarding experience
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Sales data
                                                                                  • Fan chart forecast
                                                                                    • Consumer survey data
                                                                                      • Behavioral data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms
                                                                                              • Appendix – The Market

                                                                                                  • Figure 44: Multi-outlet sales and forecast of groceries, at inflation-adjusted prices, 2013-23
                                                                                                  • Figure 45: Supermarket sales and forecast of groceries, at inflation-adjusted prices, 2013-23
                                                                                                  • Figure 46: Sales and forecast of groceries through other multi-outlet channels, at inflation-adjusted prices, 2013-23
                                                                                                  • Figure 47: Multi-outlet sales of food and drink, by retail channel, at current prices, 2013-18
                                                                                                  • Figure 48: Multi-outlet sales of general merchandise, by retail channel, at current prices, 2013-18
                                                                                                  • Figure 49: Multi-outlet sales sales of HBC, by retail channel, at current prices, 2013-18
                                                                                              • Appendix – Key Players

                                                                                                  • Figure 50: Top US grocery retailers, brands/concepts included, 2019
                                                                                              • Appendix – Online Behavior Data

                                                                                                  • Figure 51: Online behavior data: past-30-day use of meal delivery and meal kit websites and apps, by gender, October 2017-November 2018
                                                                                                  • Figure 52: Online behavior data: past-30-day use of meal delivery and meal kit websites and apps, by age, October 2017-November 2018
                                                                                                  • Figure 53: Online behavior data: past-30-day use of meal delivery and meal kit websites and apps, by household income, October 2017-November 2018
                                                                                                  • Figure 54: Online behavior data: past-30-day use of meal delivery and meal kit websites and apps, by household size, October 2017-November 2018
                                                                                                  • Figure 55: Online behavior data: past-30-day use of meal delivery and meal kit websites and apps, by grocery retailers shopped in the past four weeks, October 2017-November 2018
                                                                                                  • Figure 56: Simmons Food and Lifestyle Segmentation descriptions