In 2024, online grocery sales accounted for 11% of total grocery spending in the US, nearly four times the share of spending just five years earlier. Growth will be driven by consumer interest in convenience in terms of not only shopping time and delivery options, but also with meal planning and preparations.
The Future of Grocery: Online Grocery, Meal Kits, & Direct-to-Consumer Food examines the dynamics of the current landscape of the online food and beverage market. Consumer demographics, perceptions, motivations, and behavior are examined as pertaining to dietary choices and use of food delivery and pickup services. Attitudes on food, diet, health, and product packaging are studied. Effects of recent historical trends on consumers – including the COVID-19 pandemic and the inflation era – are considered in both a broad sense and in the context of the online grocery market.
The reasons for and implications of shifts in consumer perception and behavior are analyzed in the context of present and future market opportunities.
Market size data are provided at the retail sales level for 2019-2024, and projections are provided for 2025-2029 and 2034.
This report provides information about online retail sales of food and beverages to consumers in the following product categories:shelf-stable foods and beverages in cans, bottles, or other packaging (including alcoholic beverages)meal kits and prepared mealsperishables such as fresh fruits and vegetablesdairy and egg productsmeat, poultry, and seafoodbakery itemsfrozen foods
This report includes online sales of such items from:
store-based grocers (e.g., Kroger, Safeway, ALDI)
mass merchandisers (e.g., Walmart, Target) and warehouse clubs (e.g., Costco, Sam’s Club, BJ’s)
online-based grocers (e.g., Amazon, Thrive Market, Hungryroot)
brands that sell their own food products via their websites, direct-to-consumer
meal kit and prepared meal delivery services (e.g., HelloFresh, Sakara Life, Factor)
third-party pack-and-deliver companies that use their own workforce to purchase groceries at various stores and deliver them to customers (e.g., Instacart)
local co-ops and farmers’ markets that arrange for subscriptions, single orders, and pickup or delivery digitallyOnline sales made via website or app – whether delivered to a customer via shipment or local delivery, picked up in-store, or received via curbside pickup – are all included.
- Executive Summary
- The Future of Grocery Delivery
- Online Grocery Shopping Driven by Convenience
- Opportunities for Growth
- Scope
- Methodology
- Recent Historical Trends
- Highlights
- The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
- Rising Prices: From Supply Chain Crunches to Inflation
- Table Month-to-Month Changes in Consumer Price Index (CPI) for All Food Items, 2022 – 2025 (percent change)
- Table Consumer Concerns about Rising Food Prices, 2021 – 2025 (percent of consumers)
- Feelings of Personal Economic Wellbeing
- Table Feelings about Personal Economic Wellbeing Currently and In the Next Few Years, 2025 (percent of consumers)
- Rising Prices Impact Consumer Behavior
- Cutting Back on Household Expenses
- Table Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
- Table Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
- Table Consumer Spending on "Extras", 2023 – 2025 (percent of consumers)
- Private Labels Are More Desirable as Prices Rise
- The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing Their Purchasing Decisions
- Consumers Find Price More Important for Food Purchase Decisions in 2024
- Snacking and Healthy Eating Habits
- Snacking Trends Are Important to Online Grocery Shopping
- Changes to Snacking Habits in 2023
- Table Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
- Snacking Activity in 2025
- Table Statements on Snacking Activity, 2025 (percent of consumers)
- Table Frequency of Snacking Habits, 2025 (percent of consumers)
- Increasing Use of Semaglutide Medications Can Change Snacking and Eating Habits
- Table Use of and Interest in GLP-1 and Other Weight Loss Drugs, 2025 (percent of consumers)
- Work Habits
- Food Trends in the Context of Changes to Work
- Working from Home in 2023
- Table Ability to Work from Home and Frequency of Remote Work, 2023 (percent of consumers)
- Table Working at a Co-Working Space or Working from Home, 2023 (percent of consumers)
- Table Consumer Rating of Experiences Working at a Co-Working Space or Working from Home, 2023 (percent of consumers who have ever had each experience)
- Table Consumer Opinions on Working at a Co-Working Space or Working from Home, 2023 (percent of employed consumers)
- Work Habits in 2024
- Table Where Time Is Spent during a Typical Work Week, 2024 (percent of employed consumers)
- Typical Work Arrangements
- Work Habits in 2025
- Table Ability to Work from Home, 2025 (percent of employed consumers)
- Table Where Time Is Spent during a Typical Work Week, 2025 (percent of employed consumers)
- Table Statements about Remote Work and Looking for a New Job, 2025 (percent of employed consumers)
- Table Satisfaction with Elements of Work Life, 2025 (percent of employed consumers)
- Table Satisfaction with Elements of Work Life by Type of Work, 2025 (percent of employed consumers who are satisfied with each element)
- Table Challenges Faced at Work by Type of Work, 2025 (percent of employed consumers)
- Table Typical Work Schedules by Type of Work, 2025 (percent of employed consumers)
- Table Working Additional Hours Outside of the Typical Schedule by Type of Work, 2025 (percent of employed consumers)
- Table How Often Workers Think They Need to Meet in Person with their Team by Type of Work, 2025 (percent of employed consumers)
- Personal Feelings of Wellbeing
- Reporting Negative Mental States in 2023
- Continuing Mental and Physical Health Effects in 2024
- Table Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2024 (percent of consumers)
- Elevated Negative Symptoms Continuing in 2025
- Table Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2025 (percent of consumers)
- Stress Levels and Impact on Food/Beverage Consumption
- Overview and Market Trends
- Highlights
- Convenience the Ultimate Selling Point for Busy Consumers
- US Online Grocery Shopping Well Behind Other Countries, but There Are Opportunities for Expansion and Continued Household Adoption
- Clean Label Trends and Increasing Focus on Healthy Foods
- There Is No Single Universal Definition of "Clean Label"
- Popular Media Effects on Food Perceptions: Healthfulness, Safety, Environmental Sustainability, and Human and Animal Welfare Are Scrutinized
- Different Levels of Processing
- Some Grocery Products Are Shedding the Image of Being Highly Processed
- Direct Sellers and Home Delivery Companies
- DTC Companies Tackling Niche Health Food Markets with Meal Kits, Prepared Meals, and Online Grocery
- Table Selected Meal, Meal Kit, and Grocery Delivery Services by Date Founded, Services Offered, and Geographic Area Served
- New Companies and Products with Niche Appeal May Choose DTC Channels
- Subscriptions Save Consumers Money and Boost Sales
- Private Labels
- Table Selected Online Private Label Grocery Brands
- DTC Companies Tackling Niche Health Food Markets with Meal Kits, Prepared Meals, and Online Grocery
- Brick and Mortar Stores Expanding and Promoting E-Commerce Options
- Retail Stores Rely More On Impulse Purchases
- Private Label Products Are a Driver of In-Store Traffic, Online Sales, and Retailer Loyalty
- Table Selected Private Label Grocery Brands Available Via Online Ordering
- Launching Online Grocery Shopping Via Third-Party Delivery Companies
- Expanding Direct Grocery Store Ordering Options
- "Dark Stores" or Grocery Fulfillment Centers Can Increase Operational Efficiency
- Third-Party Ordering Platforms Make Offering Online Groceries Possible for Independents
- Table Selected Online Grocery Platform Providers
- Continuing Challenges to Online Grocery Services Satisfying Consumer Desires
- Pickup Can Solve the Last-Mile Problem
- Meal Kit Delivery Services
- Celebrity Endorsements Used as a Marketing Tactic
- Meal Kit Options Targeted at Specific Demographics and Diets
- Increasingly Offering Prepared Ingredients and More Meal Options to Save Time and Reduce Mess
- Meal Kits Are Not Just a Product – The Service is Also Like a Home Cooking Class
- Offering Meal Kits Without a Subscription/Via Stores
- Customization of Meals and Varying Levels of Preparation Required
- Lower Priced Meal Kits for Price-Sensitive Consumers
- Meal Delivery Services
- Convenient Meal Delivery Services Emphasizing Freshness and Healthy Foods
- Targeting Specialized Demographics
- Local and Regional Meal Delivery Companies Are Emphasizing Local Ingredients and Compete with National Providers
- Customized Meal Delivery Catering to Special Diets and Weight Loss Plans
- Community Supported Agriculture and Farmers' Markets
- Creating Online Marketplaces and Collaborating with Local Producers
- CSAs Joining the Meal Kit Market Through Partnerships or New Product Offerings
- Concerns about Food Waste
- Most Consumers Are Concerned about Food Waste
- Table Agreement on Statements about Food Waste, 2025 (percent of consumers)
- Table Concern about Food Waste, 2024 (percent of consumers)
- Grocery Shopping and Meal Planning Behavior
- Table Statements about Food Shopping and Meal Planning Behavior, 2025 (percent of consumers)
- Imperfect or "Ugly" Produce Has Become an Attractive Option for Consumers, but Food Waste Claims Are Being Re-Examined
- Most Consumers Are Concerned about Food Waste
- Market Size, Forecasts, and Historical Trends
- Highlights
- Historical Online Grocery Market
- Table US Online Grocery Sales, 2019-2024 (billion dollars)
- Share of the Market by Fulfillment Type
- Share of the Market by Retailer Category
- Share of the Market by Product Category
- Online Grocery Forecast
- Table US Online Grocery Sales, 2024, 2025P-2029P, 2034P (billion dollars)
- Meal Kit Forecast
- Table US Meal Kit Delivery Service Sales, 2019-2024 (million dollars)
- Table US Meal Kit Delivery Service Sales, 2024, 2025P-2029P, 2034P (million dollars)
- Use of Food Ordering Methods and Online Food Purchases
- Highlights
- Use of Food Carryout and Delivery Methods in 2024 and 2025
- Use in the Last 12 Months
- Table Consumer Use of Food Ordering Methods in the Last 12 Months, 2024 and 2025 (percent of consumers)
- Frequency of Use in the Last 3 Months
- Frequency of Use Now Compared to 12 Months Ago
- Table Consumer Frequency of Food Ordering Habits Now Compared to 12 Months Ago, 2024 and 2025 (percent of consumers who have used each method in the last 12 months)
- Expected Changes to Use in the Next 12 Months
- Table Consumer Expected Changes to the Frequency of Food Ordering Habits in the Next 12 Months, 2024 and 2025 (percent of consumers)
- Strong Overlap Between Use of Services
- Table Strong Overlap in Use of Food Delivery and Pickup Options in the Last 12 Months, 2025 (percent of consumers)
- Use in the Last 12 Months
- Use of Online Grocery Ordering/Delivery Services
- Table Online Grocery Ordering/Delivery Services Used, 2025 (percent of consumers)
- Online Purchases of Alcoholic Beverages
- Table Alcoholic Beverages Bought Online, 2025 (percent of consumers)
- Use of Meal Kit and Subscription Box Services
- Table Use of Meal Kit Delivery Services, 2025 (percent of consumers)
- Growth Opportunities
- Highlights
- Targeting Baby Boomers and the Silent Generation, Who Are Less Likely to Shop Online
- Online Grocery Shopping Can Solve Problems Faced by Older Consumers
- Meal Kits and Prepared Meals for Older Consumers
- Increasing Product Offerings to Further Blur the Lines Between Groceries, Meal Kits, and Prepared Meals
- Expansion of Meal Delivery Options for Children and Families
- Appealing to Customers Trying to Resist Impulse Buys
- Further Acceptance of the Outsourcing of Individual Item Selection
- Label Readers Can Get Additional Product Information Online
- AI-Powered Voice Technology for Increased Convenience
- VR and AR Shopping Experiences
- Artificial Intelligence for Video Marketing, "Shoppable Videos", and Improving the Shopping Experience
- Micro-Fulfillment Can Boost Profits and Delivery Speeds
- Robotics and Fulfillment Automation
- New Delivery Methods
- Drone Delivery
- Autonomous Vehicle (AV) Delivery
- In-Home Delivery
- Creating a Seamless Omnichannel Experience
- Target Special Occasions to Interest Infrequent Customers
- Offering Expiring/Clearance Items for Sale Online
- Meal Kits and Prepared Meal Delivery Services Can Reduce Food Waste at Home
- Online Grocery, Meal Kit, and Meal Delivery Service Providers
- Highlights
- Mergers & Acquisitions
- Table Selected Online Grocery Mergers & Acquisitions, 2021–2025
- Venture Capital Stimulating Startups, Though Consolidation is Afoot as Some E-Grocers Are Struggling
- Table Selected Investment in Online Grocery and Related Companies, 2019–2023 (million dollars)
- Online Grocery Market Share
- Walmart
- Instacart
- Amazon
- Kroger
- Target
- Ahold Delhaize
- Meal Kit Delivery Services Market Share
- HelloFresh
- Home Chef
- Sunbasket
- Blue Apron
- Competing Products and Services
- Home Chef Services Compete with the Meal Kit and Meal Delivery Concept
- Restaurant Delivery from Third Parties
- Consumer Demographics
- Highlights
- Trends by Gender
- Table Use of Online Grocery and Meal Kit Delivery Services by Gender, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Gender, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Gender, 2025 (percent of consumers using each service)
- Trends by Age
- Table Use of Online Grocery and Meal Kit Delivery Services by Age Bracket, 2025 (percent of consumers)
- Table Use of Online Grocery and Meal Kit Delivery Services by Generation, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Age Bracket, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Age Bracket, 2025 (percent of consumers using each service)
- Patterns Based on Household Income
- Table Use of Online Grocery and Meal Kit Delivery Services by Household Income Bracket, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Household Income Bracket, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Household Income Bracket, 2025 (percent of consumers using each service)
- Regional Differences
- Table Use of Online Grocery and Meal Kit Delivery Services by US Region, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by US Region, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by US Region, 2025 (percent of consumers using each service)
- Urban, Suburban, and Rural Consumers
- Table Use of Online Grocery and Meal Kit Delivery Services by Population Density of Residence Area, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Rural, Suburban, and Urban Living Environment, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Rural, Suburban, and Urban Environment, 2025 (percent of consumers using each service)
- Educational Attainment
- Table Use of Online Grocery and Meal Kit Delivery Services by Educational Attainment, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Educational Attainment, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Educational Attainment, 2025 (percent of consumers using each service)
- Employment Status
- Table Use of Online Grocery and Meal Kit Delivery Services by Employment Status, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Employment Status, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Employment Status, 2025 (percent of consumers using each service)
- Presence of Children in the Household and Marital/Partnership Status
- Table Use of Online Grocery and Meal Kit Delivery Services by Presence of Children in the HH and Marital/Partnership Status, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Presence of Children in the HH and Marital/Partnership Status, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Presence of Children in the HH and Marital/Partnership Status, 2025 (percent of consumers using each service)
- Race/Ethnicity
- Table Use of Online Grocery and Meal Kit Delivery Services by Race/Ethnicity, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Race/Ethnicity, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Race/Ethnicity, 2025 (percent of consumers using each service)
- Plant-Forward Consumers
- Table Use of Online Grocery and Meal Kit Delivery Services by Primary Diet/Eating Philosophy, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Primary Diet/Eating Philosophy, 2025 (percent of consumers)
- Table Use of Convenient Food Ordering Methods More Often Compared to 12 Months Ago by Primary Diet/Eating Philosophy, 2025 (percent of consumers using each service)
- Consumer Psychographics
- Highlights
- Strong Overlap with Clean Label Ideals
- Table Use of Convenient Food Ordering Methods in the Last 12 Months by Clean Label Preferences, 2025 (percent of consumers)
- Food Attitudes
- Table Consumer Food Attitudes and Behaviors, 2025 (percent of consumers who agree completely)
- Attitudes on Food Convenience and Being Busy
- Table Consumer Attitudes on Food Convenience and Being Busy/Stressed, 2025 (percent of consumers who agree completely)
- Grocery Shopping and Meal Planning Behavior
- Table Shopping for Groceries from a List by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Adding Items to Grocery Cart (In-Store or Online) on Impulse by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Planning Meals in Advance by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Planning Meals and Shopping around Ingredients Already in the Home by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Willingness to Pay More for Convenient Food Delivery or Premium Foods
- Table Willingness to Pay More for Grocery Delivery by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Willingness to Pay More for Meal Kit Delivery by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Willingness to Pay More for Grocery Pickup by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Willingness to Pay More for Prepared Meal Delivery by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Willingness to Pay More for Organic Foods/Beverages by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Willingness to Pay More for Clean Label Foods/Beverages by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Table Willingness to Pay More for Plant-Based Foods/Beverages by Use of Convenient Food Ordering Methods in the Last 12 Months, 2025 (percent of consumers)
- Special Diets/Eating Restrictions/Food Preferences
- Table Frequency of Currently Following Special Diets/Eating Restrictions/Food Preferences, 2025 (percent of consumers)
- Reasons for Consumers Ordering Groceries or Meal Kits Online
- Table "Why do you order food and beverage groceries online for pickup or shipment/delivery to your home?" 2025 (percent of consumers who use grocery delivery or pickup services)
- Table "Why do you have fresh ingredient meal kits delivered?", 2025 (percent of consumers who use meal kit delivery services)
- Why Do So Many Online Shoppers Not Shop for Groceries or Meal Kits Online?
- Table "Why do you not order food or beverage groceries online for pickup?", 2025 (percent of consumers who do not use grocery pickup services)
- Table "Why do you not order food and beverage groceries online for delivery/shipment?", 2025 (percent of consumers who do not use grocery delivery services)
- Table "Why do you not order meal kits online for delivery?", 2025 (percent of consumers who do not use meal kit delivery services)
- Packaging and Sustainability Trends
- Highlights
- The Balance Between Effective, Sustainable, and Low-Cost Packaging
- Targeting Excessive Packaging for Reduction and Elimination
- Protective Packaging Is Important For Product Integrity
- A Shift from Expensive Set-Up Boxes to Other Paper Packaging
- Reusable Packaging
- Opportunities for Biodegradable and Compostable Packaging
- Consumer Insights on Recycling, Household Waste, and Packaging
- What Consumers Think about Sustainability and Sustainable Lifestyles
- Table Consumer Opinions on Sustainability, 2025 (percent of consumers)
- Table Importance of Practices in Living a Sustainable Lifestyle, 2025 (percent of consumers)
- Recycling and Composting Services
- Table Consumer Access to Recycling and Composting Services, 2024 (percent of consumers)
- Table Consumer Usage Frequency of Recycling and Composting Services, 2024 (percent of consumers who report using each service)
- Thoughts on Packaging and Waste
- Table Consumer Agreement on Statements about Recycling and Packaging Materials, 2024 (percent of consumers)
- Table Packaging Types Considered Most Eco-Friendly, 2024 (percent of consumers)
- Table Importance of Sustainable and Eco-Friendly Packaging Characteristics, 2024 (percent of consumers)
- Consumers Think that Environmental Responsibility Is Personal
- Table Consumer Environmental Attitudes and Behaviors, 2025 (percent of consumers who completely agree)
- What Consumers Think about Sustainability and Sustainable Lifestyles
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