As food retailers and suppliers compete in an omnichannel world, it’s important to know who the omnishopper, someone who shops both online and in-store, of today is—their tastes, preferences and habits. These research reports, and previous research on the digitally engaged shopper, together provide a picture of today’s omnishopper.

Omnishopper Resources

The Grocery Shopping Habits of Gen Z and Millennials

This report examines the online and in-store grocery shopping journey of Gen Z and millennials through their perceptions, behaviors and attitudes toward grocery shopping today and their expectations for the future

The Omnishopper Imperative For Food Retailers

This report looks at the demographics of the omnishopper and the overall scope of products and categories considered for the online size of the prize, in the face of quickly changing food-at-home buying habits.

Previous Research

FMI and Nielsen previously conducted research on the digitally engaged shopper, those consumers who grocery shop online.