The U.S. digital grocery market saw $9.1 billion in sales in December, up 2.4 percent from the year before, according to the monthly Grocery Shopping Survey from Brick Meets Click and Mercatus, two data insights companies.
In December more U.S. households became monthly active users, with four percent more ordering online compared to the year before.
“The investments that mass retailers have put into their pickup services are a significant driver of the format’s gains,” said David Bishop, partner at Brick Meets Click, in a statement. “And while lower prices are a contributing factor in the growth of the mass MAU [monthly active user] base, being able to more consistently execute at the store level is also helping to strengthen retention and engagement with existing customers, especially when compared to grocery.”
Pickup was the only method to gain sales this month, up 14.7 percent in December, compared to the month before. On the other end, ship-to-home purchases were down by 16.2 percent, while delivery experienced minimal declines, down 1.8 percent. Spending across all three of these methods grew by six percent, compared to the year before.
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