Study: Shoppers still value in-store grocery shopping — here’s why
Despite growing online grocery shopping trends, consumers visit more than five separate grocery store banners on average per month.
That’s one of the findings of the “U.S. Grocery Shopper Trends 2026” report developed by the Food Industry Association in partnership with The Hartman Group. The study found that shoppers continue to value grocery shopping in store, and outlines elements of the evolving physical grocery shopping experience that build shopper loyalty and repeat visits.
Benefits
According to the report, grocery shopping in person gives consumers a greater sense of control, confidence and efficiency — especially when choosing perishable items such as produce and meat. Shopping in person also plays an important social role, helping consumers care for their households and stay connected to food, culture and shared experiences.
As to what consumers would miss most if they couldn’t grocery shop in person, the top (48%) response was not having the ability to select products. Consumers also said they would miss experiencing human connection (22%), having enjoyable experiences (22%), taking advantage of the selection of products in the store (21%), finding lower cost (20%), engaging in discovery (17%) and ease of shopping (15%).
“Consumer perspectives may shift with the times, but grocery shopping remains a positive and purposeful experience for Americans,” said Steve Markenson, VP, research & insights for FMI. “Our research shows shoppers continue to find enjoyment and meaning in how and where they buy food, as evidenced by a consistent U.S. Grocery Shopper Sentiment Index, which tracks how Americans feel about grocery shopping.”
Other highlights from FMI’s “U.S. Grocery Shopper Trends 2026 “ report are below.
•Americans spend on average $169 per week on groceries as of February 2026.
•Most (77%) of Americans get their groceries from a supermarket, 67% from a mass store, 45% from a club store, 36% from a limited assortment store, 32% from a dollar store, and 28% from an online-only retailer primarily.
•Americans, on average, visit 5.4 separate banners in one month for grocery items. Gen Z and millennial Americans often shop around for grocery items, with most visiting 6.7 and 6.1 separate banners per week, respectively.
•Technology is a seamless part of today’s grocery shopping experience. 77% of grocery shoppers use digital technology before shopping, and 71% use it while shopping.
•Americans make 1.6 individual grocery shopping trips per week, with men making 1.6 trips and women making 1.5 trips. Households with children make 1.8 grocery shopping trips per week. In total, American households make 2.8 grocery shopping trips.
