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INDUSTRIES
&
MARKETSFoodretailintheUnitedStatesCHAPTER
01FoodretailmarketTotalretailandfoodservicessalesintheUnitedStatesfrom1992to2023(intrillionU.S.dollars)TotalretailandfoodservicessalesintheU.S.1992-2023987654321092
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234Description:In2023,totalretailandfoodservicesalesreached8.33trillionU.S.dollarsforthefirsttimeintheUnitedStates.Thisismorethanfourtimesthesalesnumbersthatweregeneratedin1992,notadjustingforinflation.ReadmoreNote(s):UnitedStates;1992to2023Source(s):USCensusBureauAnnualsalesofretailfoodandbeveragestoresintheUnitedStatesfrom1992to2023(inbillionU.S.dollars)AnnualsalesofretailfoodandbeveragestoresintheU.S.1992-20231,2001,000800600400200092
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235Description:In2023,annualsalesofretailfoodandbeveragestoresintheUnitedStatesamountedtoapproximately985billionU.S.dollars.Thismarkedaconstantincreaseduringthereportedperiodandmorethandoubletheamountregisteredtwodecadesearlier.ReadmoreNote(s):UnitedStates;1992to2023Source(s):USCensusBureauGrocerystoresalesintheUnitedStatesfrom1992to2023(inbillionU.S.dollars)GrocerystoresalesintheU.S.1992-20231,000900800700600500400300200100092
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236Description:Grocerystoresaleshavegrowndramaticallysincethe90’s.Since1992,saleshavemorethandoubled.ThetotalsalesgeneratedbygrocerystoresintheUnitedStatesin2023amountedto884.8billionU.S.dollars.
ReadmoreNote(s):UnitedStates;1992to2023Source(s):USCensusBureauSupermarketandothergrocerystoresalesintheUnitedStatesfrom1992to2023(inbillionU.S.dollars)U.S.supermarketandothergrocerystoresales1992-2023900800700600500400300200100092
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237Description:In2023,U.S.supermarketandothergrocerystoresalesamountedtoabout846.4billionU.S.dollars.Thisismorethandoublethesalesamountsthatweregeneratedbackin1992.
ReadmoreNote(s):UnitedStates;1992to2023Source(s):USCensusBureauSpecialtyfoodstoresalesintheUnitedStatesfrom1992to2022(inbillionU.S.dollars)SpecialtyfoodstoresalesintheU.S.1992-202230252015105092
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228Description:SpecialtyfoodstoresalesintheUnitedStateshaveseenasteadygrowthintheperiodbetween1992and2022.In2022,U.S.specialtyfoodstoresalesamountedtoabout28.5billionU.S.dollars.AccordingtotheNAICSdefinition,thisindustrygroupcomprisesestablishmentsprimarilyengagedinretailingspecializedlinesoffood.ReadmoreNote(s):UnitedStates;1992to2022Source(s):USCensusBureauRevenueofthee-commerceindustryintheU.S.2017-2027(inbillionU.S.dollars)Revenueofthee-commerceindustryintheU.S.2017-20271,6001,4001,2001,0008006004002000201720182019202020212022202320242025202620279Description:TherevenueintheE-commercemarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2023and2027byintotal490.4billionU.S.dollars(+53percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.4trillionU.S.dollarsandthereforeanewpeakin2027.Notably,therevenueoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.
ReadmoreNote(s):UnitedStates;2017to2027Source(s):DigitalMarketInsightsCHAPTER
02StoresNumberoffoodandbeverageretailstoresintheUnitedStatesfrom2017to2021,byformatNumberoffood&beverageretailstoresintheU.S.2017-2021,byformatAllotherspecialtyfoodstoresBeer,wine,andliquorstoresBakerygoodsstoresMeatmarketsConveniencestoresConfectioneryandnutstoresSupermarketsandothergrocerystoresFruitandvegetablemarketsFishandseafoodmarkets180,000160,000140,000120,000100,00080,00060,00040,00020,00002017201820192020202111Description:ThenumberoffoodandbeverageretailstoresintheUnitedStatesin2021amountedtoabout154thousand.Supermarketsandothergrocerystoreswerethemostrepresented,numberingaround62thousand,followedbybeer,wine,andliquorstoresnumberingnearly36thousand.ReadmoreNote(s):UnitedStates;2017to2021Source(s):USCensusBureauNumberoffoodandbeverageretailstoresintheUnitedStatesfrom2017to2021,byemploymentsizeNumberoffoodandbeveragestoresintheU.S.2017-2021,byemploymentsize<5employees5-9employees10-19employees20-99employees100-499employees500+employees180,000160,000140,000120,000100,00080,00060,00040,00020,00002017201820192020202112Description:ThenumberoffoodandbeverageretailstoresintheUnitedStatesin2021amountedtomorethan154thousand.Storeswithlessthanfiveemployeeswerethemostrepresented,totalingjustover75.7thousand,whilestoreswithmorethan500employeestotaledaround27.5thousand.ReadmoreNote(s):UnitedStates;2017to2021Source(s):USCensusBureauNumberofsupermarketsandothergrocerystoresintheUnitedStatesfrom2017to2021,byemploymentsizeNumberofsupermarketsandgrocerystoresintheU.S.2017-2021,byemploymentsize<5employees5-9employees10-19employees20-99employees100-499employees500+employees70,00060,00050,00040,00030,00020,00010,00002017201820192020202113Description:ThenumberoffoodandbeverageretailstoresintheUnitedStatesin2020amountedtoabout154thousand.Supermarketsandothergrocerystoreswerethemostrepresented,numberingaround62thousand.Ofthese,therewereabout20thousandstoreswithlessthanfiveemployees,whilestoreswithmorethan500employeestotaledjustover22thousand.ReadmoreNote(s):UnitedStates;2017to2021Source(s):USCensusBureauNumberofconveniencestoresintheUnitedStatesfrom2017to2021,byemploymentsizeNumberofconveniencestoresintheU.S.2017-2021,byemploymentsize<5employees5-9employees10-19employees20-99employees100-499employees500+employees40,00035,00030,00025,00020,00015,00010,0005,00002017201820192020202114Description:ThenumberoffoodandbeverageretailstoresintheUnitedStatesin2021amountedtomorethan154thousand.Ofthose,around34thousandwereconveniencestores.In2021therewereabout23thousandstoreswithlessthanfiveemployees,whilestoreswithmorethan500employeesnumbered1,337.ReadmoreNote(s):UnitedStates;2017to2021Source(s):USCensusBureauNumberofspecialtyfoodstoresintheUnitedStatesfrom2017to2021,byemploymentsizeNumberofspecialtyfoodstoresintheU.S.2017-2021,byemploymentsize<5employees5-9employees10-19employees20-99employees100-499employees500+employees25,00020,00015,00010,0005,00002017201820192020202115Description:ThenumberoffoodandbeverageretailstoresintheUnitedStatesin2021amountedtoabout154thousand.Ofthosearound22thousandwerespecialtyfoodstores.In2021therewerenearly11thousandstoreswithlessthanfiveemployees,whilestoreswithmorethan500employeesnumbered1,686.ReadmoreNote(s):UnitedStates;2017to2021Source(s):USCensusBureauNumberofbeer,wine,andliquorstoresintheUnitedStatesfrom2017to2021,byemploymentsizeNumberofbeer,wine,andliquorstoresintheU.S.2017-2021,byemploymentsize<5employees5-9employees10-19employees20-99employees100-499employees500+employees40,00035,00030,00025,00020,00015,00010,0005,00002017201820192020202116Description:ThenumberoffoodandbeverageretailstoresintheUnitedStatesin2021amountedtoabout154thousand.Ofthose,around36thousandwerebeer,wine,andliquorstores.In2021therewerejustover21thousandstoreswithlessthanfiveemployees,whilestoreswithmorethan500employeesnumbered2,343.ReadmoreNote(s):UnitedStates;2017to2021Source(s):USCensusBureauCHAPTER
03SalesMonthlyretailsalesoffoodandbeveragestoresintheUnitedStatesfromJanuary2017toDecember2023(inmillionU.S.dollars)FoodandbeveragestoremonthlysalesintheU.S.from2017to202395,00090,00085,00080,00075,00070,00065,00060,00055,00050,00018Description:InDecember2023,monthlyretailsalesfromU.S.foodandbeveragestoreswereestimatedatapproximately90.3billionU.S.dollars.Thismarkedanincreaseofmorethan7.4percentfromthepreviousmonth,November2023.
ReadmoreNote(s):UnitedStates;January2017toDecember2023;*Preliminaryestimate.DataisseasonallyunadjustedReadmoreSource(s):USCensusBureauFoodandbeverageretailstoresalesintheUnitedStatesfrom2018to2022,byformat(inmillionU.S.dollars)Food&beverageretailstoresalesintheU.S.byformat2018-2022SupermarketsandothergrocerystoresBeer,wine,andliquorstoresConveniencestoresSpecialtyfoodstores1,200,0001,000,000800,000600,000400,000200,00002018201920202021202219Description:In2022,U.S.foodandbeverageretailersgeneratedabout947billionU.S.dollarsinsales.Supermarketsandothergrocerystorestookthelion'sshareoffoodandbeverageretailstoresales,whilebeer,wine,andliquorstorestookthesecondhighestshareofsales.Between2018and2022generallythesalesofallformatsgrew.ReadmoreNote(s):UnitedStates;2018to2022Source(s):USCensusBureauSalesshareoffoodandbeverageretailintheUnitedStatesin2022,byformatFood&beverageretailsalesshareintheUnitedStatesin2022,byformatConveniencestores4.6%Specialtyfoodstores2.97%Beer,wine,andliquorstores7.36%Supermarketsandothergrocerystores85.07%20Description:In2022,U.S.foodandbeverageretailersgeneratedabout947billionU.S.dollarsinsales.Supermarketsandothergrocerystorestookthelion'sshareoffoodandbeverageretailstoresaleswithabout85.1percent,whilebeer,wine,andliquorstorestookthesecondhighestshareofsaleswith7.4percent.ReadmoreNote(s):UnitedStates;2022Source(s):USCensusBureauSalesoftheleadingfoodandgroceryretailersintheUnitedStatesin2022(inbillionU.S.dollars)*LeadingU.S.foodandgroceryretailers2022,bysalesSalesinbillionU.S.dollars150
200050100250300350400450WalmartU.S.AmazonNAretail*CostcoU.S.420.6238.97165.29148.26TheKrogerCo.WalgreensBootsAllianceU.S.TargetCorp.132.7109.12106.59CVShealthSam'sClubU.S.84.3577.6AlbertsonsCos.AholdDelhaize57.9621/statistics/240473/food-retail-revenues-of-the-leading-food-retailers-of-north-americaGeneratingover420billionU.S.dollars’worthofsalesin2022,WalmartwasbyfartheleadingfoodandgroceryretailerintheUnitedStates.TheretailgiantmademorethandoubletheamountsgeneratedbyTheKrogerCo.,whichrankedfourththatyear.ReadmoreNote(s):UnitedStates;2022Source(s):ProgressiveGrocerSalesgrowthofthefastest-growingfoodandgroceryretailersintheUnitedStatesin2022Salesgrowthofthefastest-growingfoodretailersintheU.S.in2022Salesgrowth10%0%5%15%20%25%NorthgateGonzalezMarketPatelBrothers21.72%21.53%21.43%HMartVillageSuperMarketStaterBros.MarketsChedrauiUSA20.37%19.15%19.05%SuperiorGrocers18.6%CostcoU.S.16.9%LaMichoacanaMeatMarketFreshThymeFarmersMarket16.67%16.28%22Description:In2022,NorthgateGonzalezMarketwasbyfarthefastest-growingU.S.foodandgroceryretailerwithagrowthofapproximately22percentcomparedtothepreviousyear.PatelBrothers.andHMartexperiencedsalesgrowthofabout21.5and21.4percentrespectivelyoverthecourseoftheyear.ReadmoreNote(s):UnitedStates;2022Source(s):ProgressiveGrocerNumberofstoresoftheleadingsupermarketsintheUnitedStatesin2022NumberofstoresoftheleadingsupermarketsintheU.S.2022Numberofstores05001,0001,5002,0002,5003,000TheKrogerCo.Aldi2,8562,813AlbertsonsCompaniesRoyalAholdDelhaizeUSAPublixSuperMarkets2,2702,0591,62723/statistics/197907/number-of-stores-of-supermarkets-in-the-usIn2022,TheKrogerCo.operated2,856storesintheUnitedStates.KrogerwasfoundedbyBernardKrogerin1883inCincinnati,Ohio.Itsstoreformatsincludesupermarkets,hypermarkets,departmentstores,conveniencestores,andmalljewelrystores.ReadmoreNote(s):UnitedStates;2022Source(s):Kantar;NationalRetailFederation;StoresFoodandbeveragesalesaspercentageoftotalretaile-commercesalesintheUnitedStatesfrom2017to2027U.S.foodandbeveragee-retailshare2017-202723%21%19%17%15%13%21.5%20.94%20.75%18.04%15.67%13.89%11.67%11.33%10.24%201911%9%9.77%20189.31%20177%5%2020202120222023202420252026202724Description:ThestatisticshowstheshareoffoodandbeveragesalesintotalU.S.e-retailsalesfrom2017to2027.In2021,foodandbeveragesalesareestimatedtoaccountfor11.67percentoftotalretaile-commercesalesintheUnitedStates.TheMarketOutlookestimatesthatby2027thissharewillincreasetoover21percentofrevenuecreatedbythee-commercemarketintheUnitedStates.ReadmoreDigitalNote(s):UnitedStates;*ForecastThee-Commercemarketencompassesthesaleofphysicalgoodsviaadigitalchanneltoaprivateenduser(B2C).Incorporatedinthisdefinitionarepurchasesviadesktopcomputer(includingnotebooksand[...]
ReadmoreSource(s):DigitalMarketInsightsPrivatelabelfoodandbeveragesalesintheUnitedStatesfrom2019to2023(inbillionU.S.dollars)PrivatebrandfoodandbeveragesalesintheU.S.2019-2023160140152142.4123123120106.710080604020020192020202120222023*25Description:SalesofprivatelabelfoodandbeverageproductspeakedintheUnitedStatesin2023.Inthatyear,salestotaled152billionU.S.dollars,upfrom106.7billiondollarsin2019.
ReadmoreNote(s):UnitedStates;2019to2023;Multi-outlet;*YearendingDecember31,2023.ReadmoreSource(s):CircanaPercentagechangeindollarsalesofathomefoodandbeverageintheUnitedStatesbetween2019and2022AthomefoodandbeveragedollarsaleschangeintheU.S.2019-20221614.114121088.763.642.920201920202021202226Description:IntheUnitedStates,athomefoodandbeverageconsumptionrecordeda8.7percentincreaseindollarsalesin2022comparedtothesameperiodin2021.Thelargestgrowthrecordedduringthereportingperiodwasin2020,whendollarsalesofathomefoodandbeverageincreasedbymorethan14percentoverthesameperiodinthepreviousyear.
ReadmoreNote(s):UnitedStates;October30,2022Source(s):IRICHAPTER
04ConsumerexpenditureAverageannualhouseholdfoodexpenditureintheUnitedStatesfrom2000to2022(inU.S.dollars)U.S.householdfoodexpenditureonaverage2000-202210,0009,0008,0007,0006,0005,0004,0003,0002,0001,00002000
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202228/statistics/237211/average-food-expenditures-of-united-states-householdsFrom2020to2022,theaverageannualhouseholdfoodexpenditureintheUnitedStatesincreasedbyalmost28percent.Theaveragehouseholdexpenditurein2020wasabout7.3thousandU.S.dollarsandhassincegrowntoover9.3thousand.
ReadmoreNote(s):UnitedStates;2000to2022Source(s):BureauofLaborStatisticsAverageannualfoodat-homeexpenditureofUnitedStateshouseholdsfrom2000to2022(inU.S.dollars)*Averageannualfoodat-homeexpenditureofU.S.households2000-20226,0005,0004,0003,0002,0001,00002000
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202229Description:Thistimelinedepictstheaverageannualfoodat-homeexpenditureofhouseholdsintheUnitedStatesfrom2000to2022.In2022,theaveragefoodat-homeexpenditureofU.S.householdsamountedto5,703U.S.dollars.
ReadmoreNote(s):UnitedStates;2000to2022;*Consumerunitsincludefamilies,singlepersonslivingaloneorsharingahouseholdwithothersbutwhoarefinanciallyindependent,ortwoormorepersonslivingtogetherwhoshareexpenses.Datapriorto[...]
ReadmoreSource(s):BureauofLaborStatisticsAverageannualfoodawayfromhomeexpendituresofUnitedStateshouseholdsfrom2010to2022(inU.S.dollars)AverageannualfoodawayfromhomeexpendituresofU.S.households2010-20224,0003,6393,5263,4593,3653,5003,0002,5002,0001,5001,0005003,1543,0303,0082,7872,6782,6202,6252,5052,3750201020112012201320142015201620172018201920202021202230Description:Thistimelinedepictstheaverageannualfoodaway-from-homeexpenditureofUnitedStateshouseholdsfrom2010to2022.In2022,theaveragefoodaway-from-homeexpenditureofU.S.householdsamountedtoabout3,639U.S.dollars.In2020,therewasasignificantdrop,whichwaslikelyaresultoftheCOVID-19pandemic.However,spendinghasrecoveredfromthelowestpointin2020.ReadmoreNote(s):UnitedStates;2010to2022Source(s):BureauofLaborStatisticsMonthlypercentagechangeintheconsumerpriceindexforfoodandbeveragesintheUnitedStatesfromJanuary2021toJanuary2024Monthlychangeintheconsumerpriceindexforfood&beveragesintheU.S.2021-202412%10%8%6%4%2%0%Jan
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'2431Description:InJanuary2024,theseasonallyadjustedconsumerpriceindex(CPI)forfoodandbeveragesintheUnitedStatesincreasedby2.5percentcomparedtothesameperiodin2023.Ontheotherhand,theCPIforfoodandbeveragesinthecountryinJanuary2023increasedby9.9percentcomparedtothesameperiodayearearlier.ThehighestchangewasregisteredinAugust2022,whentheconsumerpriceindexforfoodandbeveragesincreasedby10.9percentcomparedtoAugust2021.
ReadmoreNote(s):UnitedStates;January2021tojanuary2024Source(s):BureauofLaborStatisticsAt-homefoodspendingofhouseholdsintheUnitedStatesin2022,bycategory(inU.S.dollars)U.S.at-homefoodspendingofhouseholds2022,bycategory2,5002,0001,5002,1441,2161,0991,0005000712532Meats,poultry,fish,andeggsFruitsandvegetablesCerealsandbakeryproductsDairyproductsOtherfoodat-home*32Description:In2022,U.S.householdsspentonaverageabout1,100U.S.dollarsoftheirtotalfoodexpenditureonfruitsandvegetables.Theaverageannualfoodat-homeexpenditureofU.S.householdsamountedtoabout5,703U.S.dollarsin2022.
ReadmoreNote(s):UnitedStates;2022Source(s):BureauofLaborStatisticsAveragepriceofbasicfoodbasketintheUnitedStatesfrom2019to2024(inU.S.dollars)AveragevalueofshoppingbasketintheU.S.2019-2024250200210.15193.2168.29165.75158.22156.515010050020192020202120222023202433/statistics/1193276/us-average-price-shopping-basketTheaveragepriceofabasicfoodbasketintheunitedStatesamountedtojustover210U.S.dollarsasofJanuary2023,increasingbynearly9percentfromthepreviousyear.Backin2019,theaveragevalueofafoodbasketwasaround156.5U.S.dollars.ReadmoreNote(s):UnitedStates;2019to2024;JanuaryofeachyearSource(s):PicodiThinkingaboutyouraverageshoppingcart,howmuchdoyouspendwhenyougogroceryshopping?ConsumeraverageexpenditureongroceriesintheU.S.2023Shareofrespondents15%0%5%10%20%25%30%35%Upto2020-503%15%51-10031%101-20033%Morethan200Idon-tknow17%2%34Description:AccordingtoasurveycarriedoutinJune2023intheUnitedStates,some33percentofrespondentsstatedthattheyspendonaveragebetween101and200U.S.dollarswhengoinggroceryshopping.Onlythreepercentspendlessthan20dollars,while17percentstatespendingmorethan200.ReadmoreNote(s):UnitedStates;June20to29,2023;1,000respondents;18-65yearsSource(s):AppinioShareofconsumerswhoreducedtheirnonessentialgroceryspendingduetoincreasingpricesintheUnitedStatesasofApril2023,bygenerationConsumernonessentialgroceryspendingcutbacksU.S.2023,bygeneration70%60.8%58.9%60%50%40%30%20%10%0%57.4%55.3%41.3%GenerationZMillennialsBridgemillennialsGenerationXBabyboomersandseniors35/statistics/1450896/consumer-nonessential-grocery-spending-cut-backs-generationsAccordingtoa2023survey,57percentofU.S.consumersreducedtheirnonessentialspendingwhilegroceryshopping.Oldergroceryshoppersseemedtoreportahighershareofcuttingdownonnonessentialgroceriescomparedtoyoungershoppers.ReadmoreNote(s):UnitedStates;April3toApril7,2023;1,677respondents;Respondentswhopurchasedgroceryproductsinthelast30daysandnoticedpricechangesSource(s):PYMNTSCHAPTER
05ConsumerbehaviorGroceryshoppingbystorebrandintheU.S.asofDecember2023GroceryshoppingbystorebrandintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%70%WalmartTarget67%28%AldiCostcoKroger26%25%24%Sam'sClubBJ'sFoodLionWholeFoodsMarketsAlbertsonsSafeway21%12%12%12%11%11%10%10%PublixTraderJoe's37Description:WeaskedU.S.consumersabout"Groceryshoppingbystorebrand"andfoundthat"Walmart"takesthetopspot,while"Lidl"isattheotherendoftheranking.ReadmoreNote(s):UnitedStates;JanuarytoDecember2023;10046respondents;18-64yearsSource(s):ConsumerInsightsGroceryshoppingbystoretypeintheU.S.asofDecember2023GroceryshoppingbystoretypeintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%70%SupermarketBakeryordeli69%24%24%DelicounterinsupermarketsDiscountstore21%21%21%Farmer’smarketOnlinestore/onlineretailConveniencestore/kioskOrganicfoodstore20%15%14%DrugstoreSpecialiststore(e.g.,butchershop)Hypermarket11%8%8%MealkitprovidersIdonotbuyfoodorproductsforeverydayuseOther1%4%38Description:"Supermarket"and"Bakeryordeli"arethetoptwoanswersamongU.S.consumersinoursurveyonthesubjectof"Groceryshoppingbystoretype".ReadmoreNote(s):UnitedStates;JanuarytoDecember2023;10046respondents;18-64yearsSource(s):ConsumerInsightsLeadinggrocerystoresrankedbybrandawarenessintheUnitedStatesasofSeptember2023Mostwell-knowngrocerystoresintheUnitedStates2023Shareofrespondents40%
50%0%10%20%30%60%70%80%90%100%WalmartTarget92%87%Sam'sClubCostco83%81%Aldi78%78%78%WholeFoodsMarketsKrogerTraderJoe'sPublix73%58%SafewayAlbertsonsBJ's56%55%53%FoodLion49%39/statistics/1342842/most-well-known-grocery-stores-in-the-united-statesWhenitcomestothemostwell-knowngrocerystoresintheU.S.,Walmartleadstherace.Beingoneofthemostvaluablebrandsintheworld,itisrecognizedby92percentofinternetusersintheUnitedStates,followedbyTargetwith87percent.
ReadmoreNote(s):UnitedStates;September2023;1236respondents;18to64yearsSource(s):ConsumerInsightsHowoftendoyoushopforgroceries?FrequencyofgroceryshoppingintheUnitedStatesin202345%40%35%30%25%20%40.8%29.3%14.9%15%8.8%10%5%6.2%Daily0%4-5timesaweek2-3timesaweekOnceaweekLessfrequentlythanonceaweek40/statistics/1456478/grocery-shopping-frequency-usAccordingtoasurveycarriedoutinJuly2023intheUnitedStates,some41percentofrespondentswereshoppingforgroceriesonceaweek.Another29percentweredoingsotwotothreetimesaweek,whileonly6.2percentshoppedforgroceriesdaily.ReadmoreNote(s):UnitedStates;July19,2023;1,994respondents;18yearsandolderSource(s):AttestShareofshoppersbuyinggroceriesonlineonamonthlybasisintheUnitedStatesinthe2ndquarter2023,bygenerationShareofmonthlyonlinegroceryshoppersintheU.S.2023,bygeneration70%65%60%50%40%30%
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