The Omnichannel Grocery Shopper

  • This report delves into a comprehensive analysis of shoppers’ omnichannel shopping behaviors, preferences, and the challenges faced by them.


In the aftermath of the COVID-19 pandemic, the realm of digital grocery shopping is on an upward trajectory. The continuous growth of online grocery shopping is prompting grocers to pivot their focus from customer-facing improvements to strengthening backend capabilities. Shoppers, spanning all age groups, are increasingly adopting a hybrid shopping approach, seamlessly navigating between online convenience and in-store experiences tailored to specific needs. This nuanced consumer landscape underscores the importance of grocers optimizing omnichannel experiences.

This report brings you an in-depth analysis of the omnichannel shopping habits and evolving preferences of grocery shoppers. It also offers valuable insights for grocers to understand the levers that drive profitability and create a digital toolkit that supports the end-to-end shopper journey.

Survey Demographics

Grocery Doppio surveyed shoppers and grocery executives to better understand the changing shopping habits, preferences, and challenges faced by shoppers.

Grocery shoppers surveyed: 5136
Executives surveyed: 214

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