63% of US online grocery sales comes from nonedible categories

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 09, 2022, 2:53 AM GMT+0

The Q4 2021 report by Forrester and IRI outlines the key market trends in the US online grocery sector.

Accounting for 63% of the total sales, non-edible grocery categories like beauty, health, pet supplies, and home care dominated online grocery sales in the US. Online grocery sales of edible grocery items stands at 37%, compared to 26% pre-pandemic.

25% of US online grocery sales comes from edible non-perishables. Edible perishables like frozen food and refrigerated meat bring in 12% of US online grocery sales.

According to the report, seven of the eight grocery subcategories experienced peak growth in October 2020, amid the pandemic. However, overall online grocery sales have decreased since October 2020, with five of the eight categories showing growth rates lower than pre-pandemic levels.

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