Online grocery penetration, by coronavirus severity U.S. 2019-2024

Concerns about the outbreak and persistence of the coronavirus pandemic are predicted to affect the market penetration rate of online grocery shopping. In a moderate case model, where the COVID-19 outbreak subsides in Q3 2020, it is forecast that online grocery penetration will reach about 51 percent in 2021. In the severe case, the model projects that penetration rates will reach about 57 percent.

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Impact of coronavirus severity on the market penetration of online grocery shopping in the United States from 2019 to 2024*

Characteristic	Severe	Moderate
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Release date

May 2020

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Region

United States

Survey time period

March 31, 2020

Number of respondents

1,199 respondents

Age group

18 years and older

Supplementary notes

*The moderate case considers if the pandemic subsides during Q3 2020, while the severe case considers that concerns persist until there is a vaccine in 2021 or 2022.

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