Expectations for digital food retailing are high.
In January, the Food Marketing Institute and Nielsen introduced their Digitally Engaged Food Shopper 2017 report, and the second annual version of the study indicated that in as few as five to seven years, 70% of consumers will be grocery shopping online. The study estimates that household digital expenditure on food and beverages in the U.S. will reach $100 billion at some point between 2022 and 2024. At $100 billion, U.S. households will spend an average of $850 online for food and beverage annually.
In terms of growth from 2015 to 2016, e-commerce sales gained 24.4%, according to the Willard Bishop Insights 2017 Future of Food Retailing Report, far outpacing gains in other channels. Limited assortment food retail sales gained 5.8% and supercenters gained 5.6%. Traditional supermarket center sales slipped 5.9%.