Source: EMARKETER Forecast, February 2024 - October 2023
Note: ages 14+; digital grocery buyers are defined as internet users who have made at least one grocery order via any digital channel during the calendar year regardless of method of payment or fulfillment; includes grocery delivery and pickup
Additional Note: Groceries are defined as food and nonfood products that people regularly buy from a grocery store, including food and beverages, pet food, household cleaning products, personal care products and others.
Methodology: Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends, and demographic adoption trends.