The online grocery market in the U.S. generated $8.6 billion in sales for the month of November, and during the month nearly 69 million households purchased groceries online, according to Brick Meets Click. The sales volume and number of households represent 6% and 15% gains over last November, respectively.
The data is based on a survey of 1,785 adults (18+) who participated in their household’s grocery shopping.
The $8.6 billion in sales included $7 billion from the pickup/delivery segments and $1.6 billion from ship-to-home.
Of the households who purchased groceries online, one-third were in the 30 to 44 age group, an increase of 25% since November 2020. And growth in the number of shoppers who picked up their groceries (29%) far outpaced the growth in customers who had them delivered (6%). Ship-to-home sales plummeted 27% in the past year, reflecting changing buying patterns.
Before Covid, online grocery sales accounted for less than 2% of weekly grocery spending. As of November 2021, the share was nearly 14% nationally.