Currently, physical stores make up the largest portion of grocery shopping in the form of supermarkets, convenience stores and discounters. With ongoing increased connectivity, access to different forms of connected devices and changes to shopping habits, the grocery channel landscape is expected to shift in favor of convenience channels at the expense of supermarkets. Surveys have found that shoppers are performing fewer of their main shops in supermarkets, instead opting for online or discounters, with the majority placing an order once or twice a month. As a result, physical stores are increasingly becoming a medium in which to pick up grocery items as part of a top-up shop.
Consumer approaches to online grocery shopping differ from conventional shopping: convenience and speed rank highest in terms of importance when buying food online. Increased connectivity has provided further avenues for online shopping, with more and more consumers completing their shop on smartphones and tablets, particularly in the case of the former. With more available functions and increased ease of use, smartphones are increasingly taking on more aspects of the grocery shopping experience.