Test: Chapter 2: Lorem Ipsum

The data gathered from the three surveys clearly indicate some solid patterns in how modern grocery customers are choosing to shop and where their priorities lie. Let’s rewind and revisit the key grocery shopping trends we uncovered in the three volumes of the Omnichannel Shopper Behavior Report 2022 and break down some of those patterns to understand how retailers must redirect or optimize their efforts.  

1.1 Where Do Grocery Customers Prefer to Shop From? 

Our Key Takeaway #1: US households primarily depend on regional supermarkets for their groceries 

This is clear from the volume 1 research, chart 1, which highlights that more than 40% of US households rely on regional supermarkets as their primary grocery store, way more than big-box discounters (31%), hard discounters (10%), and natural or organic stores (9%). 

Additionally, see chart 2: The role of regional supermarkets as the primary grocery store increased directly depending upon the household income, but only until $200,000. Households earning more than $200,000 prefer to shop from natural/organic supermarkets instead.

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