Nielsen: 70% of Consumers Will Be Grocery Shopping Online by 2024
February 4, 2020
Food Marketing Institute (FMI) and Nielsen released its second year
findings of its "Digitally Engaged Food Shopper" study at the FMI
Midwinter Conference in Miami, FL. Building on the joint research
findings issued in 2017, this second set of insights examines what
food and beverage manufacturers and brick-and-mortar retailers need
to do to ready themselves for the rising digital grocery landscape,
identifying six digital imperatives for omnichannel success. The
research indicates that in as few as five to seven years, 70% of
consumers will be grocery shopping online. Now, the estimated $100
billion spend, which is equivalent to every US household spending
$850 online for food and beverage annually, will occur by 2022 or
Two crucial parts of the research were the FMI-Nielsen Digital Readiness Assessment Survey and in-depth interviews across many operational functions of grocery retailers and manufacturers. That work revealed six organizational imperatives that can help retailers and manufacturers accelerate their omnichannel success.
Align Organizational Structures for Omnichannel Success: Integrate digital offerings in parallel with brick-and-mortar operations.
Integrate Forecasts to Increase Operational Efficiencies: Integrate online and offline forecasting so the right amount of inventory is available to meet orders through either channel.
Optimize Shopper Insights: Bring retailer and manufacturer shopper information together into a single, comprehensive view of customer insights.
Improve Marketing and Promotions: Optimize the management of omnichannel marketing and promotions.
Merge Digital and In-Store Shelf Capabilities: Manage the physical shelf and its digital counterpart to create a seamless shopping experience, where consumers see the same information both on or offline.
"People, process and technology are the trifecta for a true omnichannel collaboration model," said FMI Chief Collaboration Officer Mark Baum. "No matter the maturity stage, food retailers and their CPG business partners will find value in leveraging these six organizational imperatives as they respond for a more digitally engaged consumer."