In the next 5 to 7 years, between 70% and 80% of food shoppers will buy online
$100 billion. That’s how much U.S. consumers will spend online for food and beverages by 2025, according to new a new report from Nielsen and the Food Marketing Institute (FMI).
THE INDUSTRY IS ACCELERATING TOWARD DIGITAL MATURATION
According to a Nielsen Digital Shopper Fundamentals survey, in 2017, as many as 49% of Americans reported buying fast-moving consumer goods (FMCG) online, which is well past the standard 20% penetration tipping point for online maturation. History has shown that once industries pass this point, the path to online maturation—or 70% penetration in the digital marketplace—accelerates significantly.
In 2016, when it was estimated that 23% of consumers purchased food and beverages online, the FMCG industry was already past the tipping point. Now, the latest figures predict that as many as 70%-80% of food shoppers will buy online in the next five to seven years.