[eMarketer] Grocery purchases go digital in the wake of pandemic
Food and beverage category recorded the highest online commerce growth in the USA in 2020 in the wake of COVID-19 according to a report by eMarketer.
Thee research firm posits that with its low penetration and high sales growth, digital grocery is the next big opportunity in ecommerce.
There is a projection that consumers will sustain this trend in 2021 due to a number of factors .
Integrated sales and marketing services provider Acosta in an October 2020 study found out that 58% of US grocery shoppers reported being comfortable using digital tools to assist with grocery shopping. While this comfort level varies by generation (from 71% among Gen Z and millennials to 35% among seniors over 75), these numbers are favorable for category growth.
The shift to online purchases of groceries is being fueled by ease of use and category awareness.