Grocery shopping: U.S. consumers' weekly trips per household 2006-2023

The primary grocery shopper in U.S. households made an average of 1.6 shopping trips per week in 2023. The importance of fresh products in consumers’ diets, along with buying habits, keep shoppers returning to stores to restock their shelves and fridges. Despite the increasing competition from online grocery retailers, grocery shopping in a physical store is still important to Americans.

Online influences

Within the U.S., consumers have a number of choices when it comes to how they choose to do their weekly or bi-weekly food shop. Whilst most Americans still choose to visit brick-and-mortar stores, online grocery shopping is becoming undoubtedly more popular. To keep up with such trends, some grocery stores offer click and collect or grocery delivery service. This reduces the number of in-store visits consumers make when buying groceries.

Generational preferences

Online shopping comes as second nature to younger consumers. Therefore, it is no surprise that Millennials account for the highest spending share of digital grocery orders and delivery services in the United States.. Generation X are not far behind Millennials when it comes to share of spending. This is an important demographic for online grocery retailers to target, as Generation X are the generation spending the most on average on groceries per month.