While most shoppers still do all or most of their grocery shopping in stores, even for routinely purchased packaged food and beverages, the online grocery market is growing rapidly and rapidly growing more competitive as both online sellers and traditional store-based grocers strengthen their ecommerce capabilities. While discounts and lower fees may lure some grocery shoppers to purchase more center-store food and beverage items online, bigger opportunities lie in an improved online shopping experience and in leveraging in-store and online to the benefit of both.

For the purposes of this Report, Mintel has used the following definition:

This Report explores online sales of food and beverage categories that, when sold in stores, are typically found along the interior aisles of supermarkets, grocery stores, and supercenters. Included are shelf-stable grocery items, beverages (excluding milk), and frozen foods. Excluded are fresh and prepared foods typically found along the perimeter of grocery retailers, including meat, poultry, fish/seafood, fresh produce, dairy products, deli products, and freshly baked items.