Online grocery shopping trends: Key insights for 2025 and beyond

Online grocery shopping might not be skyrocketing like other areas of e-commerce - but that doesn’t mean it’s just standing still. Instead, the market is shifting. Shoppers still want convenience, affordability, and speed, but rising costs are making them rethink how and where they spend. So, what’s really going on? Let’s dive into the biggest trends shaping the future of online grocery shopping.

Online grocery shopping growth isn’t universal - here’s why

Before we get stuck into the trends, let’s zoom out for a moment and look at the landscape in general - because online grocery growth isn’t the same everywhere. More grocery shoppers now prefer to shop online than in-store, but not all regions and demographics are making the shift equally. Right now, 59% of grocery shoppers say they prefer online shopping - but where you live makes a big difference.

In APAC and Latin America, online grocery shopping is the go-to choice, with digital convenience shaping how food is bought and sold. But in the Middle East and Africa, tradition still holds strong - 60% of food shoppers prefer physical stores over online (40%).

Meanwhile, the US is catching up fast. Weekly online grocery purchases have grown by 23% since 2020, and more shoppers are turning to their phones to do it, with a 23% rise in those who buy most or all of their groceries via mobile.

For brands, a one-size-fits-all strategy won’t work. What resonates in APAC - where mobile adoption is high - might not translate to the Middle East and Africa, where trust in traditional retail remains strong. To succeed, brands will need to tailor their approach - whether that means investing in mobile-first experiences, optimizing for speed, or focusing on local trust factors.

Key trends shaping online grocery spending

Online grocery shopping isn’t just changing - it’s getting a whole new recipe. Shoppers want things faster, cheaper, and easier, and if retailers can’t deliver, they’ll take their carts elsewhere. So, what’s stirring up the biggest shifts? Let’s dig into the key trends shaping how consumers shop for groceries online.

Inflation and economic pressures impacting online grocery spending

Rising prices aren’t stopping people from filling their virtual carts - they’re just changing what goes in them. With 78% of online grocery shoppers preferring to be conscious of their spending, affordability is no longer a nice-to-have – it’s a must-have.

That shift is playing out in a big way in the US, where 89% of shoppers are reaching for private-label (own-brand) products to stretch their grocery budgets. Essentials like cheese and meat remain must-haves for price-conscious consumers, while shoppers who describe themselves as affluent are more likely to reach for premium or specialty products like gluten-free and meat substitutes. 

But inflation isn’t just changing what people buy - it’s rewriting brand loyalty too. Consumers are happy to trade down when they have to and trade up when they can. The brands that understand this flexible spending mindset - offering both value and premium options - will be the ones that win over shoppers for the long haul.

Sustainability and ethical shopping preferences

Sustainability used to be front of mind - but as we’ve just covered, affordability is taking center stage right now. Consumers still care about eco-friendly products, but when budgets are tight, cost comes first.

That shift is clear in the UK, where the number of online food shoppers who say sustainable products are important has dropped by 36% since 2021. At the same time, interest in fair-trade and locally sourced products has also declined, and fewer shoppers are willing to pay extra for eco-friendly options as financial concerns take priority.

It’s not that consumers have stopped caring about sustainability - it’s that budget realities are forcing them to make tough choices. Brands that find a way to make eco-friendly options accessible and affordable will be the ones that keep shoppers engaged.

AI and personalization in online grocery shopping

AI and personalization are shaking up online grocery shopping, making it faster, smarter, and more tailored to customers’ needs. From personalized picks to AI-driven price checks, we all expect tech to save us time and cash. But here’s the thing. While AI adoption is growing, there’s still a gap in how shoppers use it for groceries - 31% of internet users have used a voice assistant on some device, yet only 11% have ordered groceries through mobile. This suggests a huge untapped opportunity for voice-assisted grocery shopping, where brands could streamline the buying process with hands-free ordering and smart shopping lists. 

As AI keeps evolving, the retailers who nail simplicity, build trust, and offer a seamless experience will win over shoppers’ hearts as well as their carts.

Demographic insights: Who's driving the growth?

Online grocery shopping isn’t a one-size-fits-all trend - it’s constantly being shaped by who’s shopping, where they live, and what they need. To tap into this evolving market, brands need to know who’s leading the charge:

• Big spenders are buying in - 35% of online grocery shoppers are in the high-income bracket.
• Parents with packed schedules - 61% of online grocery shoppers have kids, and when time is tight, convenience wins. 47% have kids aged 3-11, meaning quick, easy, and stress-free grocery solutions are in high demand. 
• Couples are calling the shots - 59% of online grocery shoppers are married, reinforcing that grocery decisions are often made as a team.
• City dwellers are leading the charge - 67% of online food shoppers live in urban areas, where delivery services and online options are more accessible.

The takeaway? Different shoppers, different habits. Brands that understand who’s shopping with them and why will be the ones that create experiences that keep them coming back.

Gen Z and millennials: The digital grocery natives

For younger shoppers, online grocery shopping isn’t a convenience - it’s the norm. Millennials are leading the charge, being 57% more likely than the average consumer to have placed an online grocery order in the past week. But while both millennials and Gen Z are shaping the future of e-commerce, they do it in different ways.

One thing they agree on? Free shipping is a must. In the US, it’s the top purchase driver for both generations. Beyond that, Gen Z are driven by personalization and social proof - they’re more likely to buy when they see "likes" and positive comments on social media, whereas millennials value exclusivity. Think exclusive content or special perks.

Social media is a key discovery tool for both generations - one-third of Gen Z and millennial online food shoppers say they find new brands through ads on social platforms. But their research habits differ: Gen Z online food shoppers are 70% more likely than the average consumer to use vlogs, while millennials are 61% more likely to lean on micro blogs for more info. 

So, while both generations are driving the evolution of online grocery shopping, their unique preferences and behaviors highlight the importance of understanding and catering to these differences.

Baby boomers and online grocery adoption

Globally, baby boomers have long preferred in-store shopping, but online grocery is far from off the table. In the US, more baby boomers are embracing online shopping than ever before, with adoption growing by 34% since 2020.

But their priorities are different from younger shoppers. For baby boomers, security and product clarity matter just as much as speed. While next-day delivery as a purchase driver has doubled for this group since 2020, they also want secure payment options and detailed product descriptions to feel confident in their purchases.

This shift isn’t happening overnight, but it’s clear that ease, trust, and reliability are winning over more baby boomers. The brands that simplify the online experience - offering easy navigation, secure transactions, and transparent product details - will be the ones that earn their loyalty.

Regional and cultural differences in online grocery shopping

As we mentioned earlier, online grocery habits vary dramatically by region. In APAC, 31% of consumers have bought groceries online in the past week - significantly higher than Europe, where only 21% have done the same. Nowhere is this trend stronger than Thailand, which has the highest rate of online grocery shopping among all markets tracked.

One of the biggest reasons? Mobile rules in APAC. With a mobile-first culture and high digital adoption, consumers are naturally drawn to fast, seamless online grocery experiences. But getting them to shop online is just the first step - keeping them coming back is the real challenge. That’s where deals and discounts play a major role. 35% of food shoppers in APAC regularly use coupons, showing that price incentives are a key factor in driving repeat purchases.

For brands, understanding these regional differences is essential. The factors fueling growth in APAC don’t necessarily translate to Europe or the US, where adoption moves at a different pace. Success comes down to meeting consumers where they are - both physically and culturally - by adapting strategies to match local shopping behaviors.

The future of online grocery spending

Online grocery shopping is evolving fast, and consumer expectations are rising just as quickly. As technology, convenience, and spending habits shift, retailers need to keep up. So, what does it take to stay competitive?

What retailers need to do to stay competitive

Standing still isn’t an option. To stay ahead, retailers need to deliver more of what shoppers want - before someone else does.

• Make online shopping effortless: Seamless checkout, mobile-friendly platforms, and personalized recommendations keep customers coming back.
• Put AI to work: Shoppers want smart recommendations - price comparisons, budgeting tools, and AI-driven product suggestions make decisions easier.
• Deliver real value: Discounts, loyalty programs, and budget-friendly bundles help shoppers feel like they’re getting a deal.
• Speed it up: On-demand and rapid delivery services aren’t just nice-to-have anymore - they’re expected. Same-day and next-day delivery can be dealbreakers.
• Think local: Consumer habits vary by region - tailor product offerings to match local demand and shopping preferences.

The bottom line? Consumers want seamless, fast, and personalized experiences. The retailers that invest in these areas will be the ones that win the future of online grocery shopping.

Final thoughts

Online grocery shopping is all about speed, savings, and a personal touch - and shoppers won’t settle for less. They want seamless, fast, and tailored experiences, and if they don’t get them, they’ll take their carts elsewhere.

The retailers that lean into AI, make shopping effortless, and adapt to local habits won’t just keep up - they’ll set the pace. Those that don’t? They’ll be playing catch-up in a market that’s moving faster than ever.