The Future of Online Grocery Shopping in the United ... - Kantar Retail
The Future of Online Grocery Shopping in the United ... - Kantar Retail
The Future of Online Grocery Shopping in the United ... - Kantar Retail
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© 2012 <strong>Kantar</strong> <strong>Retail</strong><br />
HOW BIG: <strong>The</strong> <strong>Onl<strong>in</strong>e</strong> <strong>Grocery</strong><br />
Market <strong>in</strong> <strong>the</strong> <strong>United</strong> States Today<br />
Much <strong>of</strong> <strong>the</strong> skepticism about <strong>the</strong> future <strong>of</strong> onl<strong>in</strong>e grocery stems from <strong>the</strong> low penetration levels today. While<br />
total onl<strong>in</strong>e sales accounted for 7% <strong>of</strong> total U.S. retail sales <strong>in</strong> 2011, category penetration varies widely. <strong>Onl<strong>in</strong>e</strong><br />
penetration <strong>in</strong> music, videos, and electronics sales is over 20%, yet onl<strong>in</strong>e grocery accounts for less than 1%<br />
<strong>of</strong> total grocery sales today. But <strong>Kantar</strong> <strong>Retail</strong> forecasts that by 2020 onl<strong>in</strong>e penetration <strong>of</strong> grocery sales will<br />
more than quadruple and represent nearly USD50 billion <strong>in</strong> sales (Figure 1).<br />
21%<br />
32%<br />
27%<br />
Computer hardware<br />
36%<br />
12%<br />
18%<br />
21%<br />
Office equipment &<br />
supplies<br />
30%<br />
4%<br />
9%<br />
24%<br />
Music & videos<br />
45%<br />
2%<br />
9%<br />
18%<br />
Electronics & appliances<br />
31%<br />
3%<br />
7%<br />
15%<br />
Sport<strong>in</strong>g goods<br />
Source: U.S. Department <strong>of</strong> Commerce and <strong>Kantar</strong> <strong>Retail</strong><br />
Figure 1: <strong>Onl<strong>in</strong>e</strong> Share <strong>of</strong> Total Category Spend<strong>in</strong>g<br />
25%<br />
11%<br />
6%<br />
10%<br />
Computer s<strong>of</strong>tware<br />
21%<br />
3%<br />
6%<br />
- 3 -<br />
10%<br />
Books & magaz<strong>in</strong>es<br />
33%<br />
4%<br />
7%<br />
11%<br />
Toys, hobby goods, &<br />
games<br />
20%<br />
2%<br />
5%<br />
10%<br />
Cloth<strong>in</strong>g & cloth<strong>in</strong>g<br />
accessories<br />
20%<br />
2%<br />
7%<br />
8%<br />
Autos<br />
15%<br />
1%<br />
4%<br />
7%<br />
Furniture & home<br />
furnish<strong>in</strong>gs<br />
15%<br />
2002<br />
2007<br />
2012E<br />
2020F<br />
1%<br />
1%<br />
2%<br />
6%<br />
0%<br />
1%<br />
1%<br />
4%<br />
<strong>Kantar</strong> <strong>Retail</strong> forecasts that by 2020 onl<strong>in</strong>e penetration<br />
<strong>of</strong> grocery sales will more than quadruple and<br />
represent nearly USD50 billion <strong>in</strong> sales.<br />
Drugs, health & beauty<br />
aids<br />
Food, beer, & w<strong>in</strong>e
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