Online Shopper Reality and the Limits of Intuition

September 12, 2019 IN THE CATEGORY: All News

Since the advent of online grocery shopping, it has just been intuitively assumed that this new channel would take a major bite out of brick-and-mortar grocery traffic and sales. It just felt like a logical assumption that as people more frequently shopped and purchased food online, they would visit the physical store less often and spend less when they were there. Intuitively, that felt accurate. However, data from FMI’s 2019 U.S. Grocery Shopper Trends provides a picture of the online shopper that invites us to revisit our intuitive read on this situation.