May 3, 2021
Amid the pandemic, tens of millions of US consumers became on-line grocery buyers for the first time, according to eMarketer’s latest forecast on US grocery sales (). In 2021, this behavior will go from trial to habit for many shoppers. On-line grocery sales grew 54.0% in 2020 to reach $95.82 billion. That propelled it to a 12.0% share of total US ecommerce sales and 7.4% of all grocery sales. Looking ahead, growth w...ill slow as the vaccine rollout allows shoppers to more comfortably return to stores. Nevertheless, a portion of on-line grocery shopping will remain, pushing past $100 billion in spending for the first time in 2021. And by 2023, on-line grocery sales will make up 11.2% of total US grocery sales. Last year, the number of digital grocery buyers ages 14 and older in the US (who made a purchase at least once during the year) jumped 42.6% to 131.6 million. By 2022, eMarketer expects that more than half of the US population will be digital grocery buyers. Annual spending per buyer will also grow from $728 in 2020 to $818 in 2021, and by 2023, exceed $1000.