FMI, Nielsen release findings on the digitally engaged food shopper
Within the next 10 years, online food shopping will reach digital maturity in the United States, fundamentally changing how food is bought and sold.
Food Marketing Institute (FMI), Arlington, Va., and Nielsen, New York, released a preview of its "Digitally Engaged Food Shopper" analysis, an introductory set of insights that offers a comprehensive look into the behaviors, motivations and expectations of the digitally engaged food shopper.
Initial findings from this study show that within the next decade, online food shopping will reach maturation in the United States far faster than other industries that have come online before. Research also revealed that the center store is likely to shift online faster than other departments, suggesting a fundamental evaluation of the role the store plays in digital food shopping. The research estimates that in the current climate of technology adoption and evolution, consumer spend on online grocery shopping could reach $100 billion, which is equivalent to 3,900 grocery stores based on store volume.