U.S. online grocery shoppers are spending more but struggling more financially, according to dunnhumby’s new consumer data tracker

  • Omnichannel shoppers spend 1.5 times more on groceries than in-store shoppers alone, but spread their money across twice as many retailers

  • Households who shop online are 6% more likely to have skipped/reduced the size of a meal for financial reasons and 10% more likely to have difficulty covering an unexpected expense

CHICAGO, June 28, 2022–(BUSINESS WIRE)–U.S. online grocery shoppers are spending more, are less loyal and have more financial hardship, according to dunnhumby’s Consumer Trends Tracker released today. Omnichannel shoppers spend 1.5x more on groceries than store-only shoppers, but spread their dollars among up to 2x as many different retailers. Additionally, households who shop online are 6% more likely to have skipped/reduced the size of a meal for financial reasons and 10% more likely to have difficulty covering an unexpected expense.

The report hypothesizes that these differences are due to the greater likelihood of omnichannel shoppers having children and pets in their household, which necessitate higher grocery spending and can make household budget balances worse. less predictable due to the varying demands of its inhabitants.

“What really comes out of this report is that while 60% of all households with children do some of their shopping online and although they make more money on average than physical shoppers, they have more financial hardship and some reported skipping or cutting back on meals,” said Grant Steadman, president of North America at dunnhumby. “This signals a shift from the orthodoxy that online shoppers and omnichannel value convenience above all else and are not price sensitive. This study suggests that is not always the case.”

The study also found that perceived stock-outs online are 7% higher than in-store, highlighting the need for e-commerce as a channel to better respond to operational fundamentals. As a result, omnichannel shoppers visit up to 6.6 different retailers per month, making them a valuable but hard-to-win customer segment. The dunnhumby consumer trend tracker is part of The dunnhumby quarterly, a new strategic market analysis of key retail topics, with the first edition focusing on e-commerce, and is available for download today.


The Consumer Trends Tracker was launched in May 2022 to more than 2,000 online consumers, representative of American grocery shopping nationwide. It is designed to uncover shopper needs, perceptions and behaviors over time, and to complement dunnhumby’s Retailer Preference Index, which measures the strength of retailers’ customer value proposition.

Other key findings from the study:

  • E-commerce buyers face more time and financial constraints than brick-and-mortar buyers. The CTT study found that 70% of in-store shoppers versus 72% of online shoppers felt it was very or extremely important for the retailer to have lower prices than other retailers – numbers that are virtually the same . However, when forced to compromise, e-commerce shoppers more carefully balance time and money savings, while brick-and-mortar shoppers are 2x more likely to choose an online store. price reason. This reflects the busier lifestyle of the average omnichannel shopper, who is far more likely to be caring for children or pets and has the added stress of not only balancing budgets, but also shopping. to balance time.

  • Online and omnichannel shoppers spend more on groceries than in-store-only shoppers, but are less loyal. The vast majority of the 45% of consumers who shop online are omnichannel shoppers. Their average monthly grocery spend is $594 per month, compared to $388 for in-store shoppers only. But online shoppers are spreading their dollars across more retailers each month — between 3.9 and 6.6 stores per month, compared to 3.2 for stores alone.

  • The channels with the strongest eCommerce penetration are mass (29%), traditional format (24%) and pure play (17%), in absolute value. In relative terms, mass stores, convenience stores and pharmacies are the most successful in converting physical shoppers to online shoppers. Dollar stores and discounters are the least effective in this regard.

  • Shoppers are less adventurous with their shopping missions online compared to brick and mortar, running 3x more types of missions in brick and mortar stores than online. Non-food shopping trips are least common in-store, but most common online. Other popular online categories reflect the profile of young family shoppers and include baby care, ready-to-eat, organics and alcohol.

  • Bricks-and-mortar-only buyers can still be digital customers. Nearly one in five in-store shopper interacts with a store’s app. They mainly use it to browse the weekly announcement/flyer, check their available rewards/points/coupons and plan their shop/shopping list.

The Consumer Trends Tracker report is available for download today.

About dunnhumby

dunnhumby is the global leader in customer data science, enabling businesses around the world to compete and thrive in the modern data-driven economy. We always put the customer first. Our mission: to enable companies to grow and reinvent themselves by becoming advocates and champions for their customers. With a deep heritage and expertise in retail – one of the most competitive markets in the world, with a deluge of multi-dimensional data – dunnhumby today enables businesses around the world, across all industries, to be the customer first.

The dunnhumby Customer Data Science Platform is our unique blend of technology, software and consulting, enabling businesses to increase revenue and profit by delivering exceptional experiences to their customers – in-store, offline and online. line. dunnhumby employs nearly 2,500 experts in offices across Europe, Asia, Africa and the Americas working for transformative iconic brands such as Tesco, Coca-Cola, Meijer, Procter & Gamble and Metro.

See the source version on businesswire.com: https://www.businesswire.com/news/home/20220628005542/en/


Media contact for dunnhumby
Therese Smith
Silicon Valley History Lab
[email protected]


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