Emerging markets drive global multichannel grocery growth

Cincinnati - Multichannel grocery shopping is surging across the globe, with the birth of a new child being a primary driver of an increased propensity to buy online. In addition, according to findings of a new study from customer service company dunnhumby, emerging and nascent markets are seeing the most growth with 97% and 89% year-on-year growth, respectively.



Meanwhile, established markets have grown by more than 30%. Furthermore, even the most established online grocery categories are seeing significant growth. The three categories with the highest share of online sales – frozen meat, baby food and baby care, and canned food – have an average annual online growth rate of 21%.



Across established, emerging and nascent markets, baby food and baby care products appear in the top three sales categories, while baby milk is by far the leading product for new online shoppers, indexing at almost twice the rate as the second most popular product among new shoppers, water.