The Food Industry Association and NIQ unveil the latest ecommerce report
ARLINGTON, VA — FMI–The Food Industry Association and NielsenIQ (NYSE: NIQ), a leading consumer intelligence company, find that grocery shopping is no longer a choice between store and screen, but instead a seamless blend of 
both in the latest Digital Engagement Transforms Grocery Shopping 2026 report. With omnichannel behaviors as the new normal, total U.S. online grocery sales will reach $452 billion by 2028, making ecommerce a primary engine of grocery progress.
The report finds that ecommerce now drives nearly three-quarters of total grocery dollar growth. In 2025 alone, online sales contributed close to 75% of total grocery dollar growth, while in-store sales remained relatively stable.
"Ecommerce is poised for extensive growth,” said Jack O’Leary, director of ecommerce strategic insights for NIQ. “With online grocery sales increasing at a projected 11.6% annual rate through 2028 and already accounting for about one-fifth of total grocery spending, success now hinges on how well retailers connect digital and physical experiences into one cohesive journey.”
Food represents one of the largest opportunities for category expansion within ecommerce. While food purchases remain primarily store-led, online food sales jumped nearly 19% in 2025. The report finds that without ecommerce, many grocery categories would post flat or declining sales, reinforcing the role of digital as a competitive lever rather than a complementary add-on.
“Omnichannel shopping is now the norm for most households,” said Steve Markenson, vice president, research & insights for FMI. “Nearly 94% of grocery shoppers in 2025 purchased both online and in-store, blending digital discovery, fulfillment and store visits based on needs, timing and convenience.”
“As online grocery continues to scale, fulfillment and speed have become critical points of competitive differentiation. Average delivery times have fallen sharply since 2018 and shoppers increasingly expect same-day or next-day delivery, especially for food,” said Doug Baker, vice president of industry relations for FMI. “Shoppers place a premium on frictionless execution across the entire shopper journey. From the digital shelf and shoppable content to fulfillment speed and the in-store experience, food retailers that offer seamless, enjoyable experiences will provide shoppers value and build loyalty.”
Looking ahead, the research points to the next phase of digital evolution. While still early, advances in artificial intelligence (AI), including agentic tools that support planning, discovery and low-consideration purchasing, have the potential to further reshape how shoppers engage with grocery. The report advises food retailers and suppliers to prepare now as these technologies mature.
Digital Engagement Transforms Grocery Shopping 2026 is part of an ongoing FMI and NIQ research series examining omnichannel growth, ecommerce performance and emerging technology across the grocery industry.
For Media
- Members of the media may contact FMI or NIQ for a gratis copy of Digital Engagement Transforms Grocery Shopping 2026.
FAQs
What is the Digital Engagement Transforms Grocery Shopping 2026 report?
The report examines how omnichannel shopping behaviors, ecommerce performance, and emerging technologies are reshaping the U.S. grocery industry.
Who conducted the research behind the report?
The report was developed by FMI–The Food Industry Association in collaboration with NIQ, combining industry expertise and consumer intelligence.
What does the report reveal about online grocery sales growth?
The findings show that online grocery now drives nearly three‑quarters of total grocery dollar growth, with U.S. ecommerce sales projected to reach $452 billion by 2028.
Why is omnichannel strategy critical for the grocery industry?
Nearly 94% of grocery shoppers purchase both online and in‑store, making integrated omnichannel experiences essential to growth, convenience and loyalty.
About NIQ
NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.
With operations in more than 90 countries, NIQ covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.
For more information, please visit www.niq.com.
Forward Looking Statement:
This press release on Digital Engagement Transforms Grocery Shopping 2026, may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “will,” “expects,” “anticipates,” “projects,” “believes,” “forecasts,” “plan,” “look ahead,” “indicates”, and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.
© 2026 Nielsen Consumer LLC. All Rights Reserved.
NIQ-GENERAL
Industry Topics address your specific area of expertise with resources, reports, events and more.
Our Research covers consumer behavior and retail operation benchmarks so you can make informed business decisions.
Events and Education including online and in-person help you advance your food retail career.
Food Safety training, resources and guidance that help you create a company food safety culture.
Government Affairs work — federal and state — on the latest food industry policy, regulatory and legislative issues.
Get Involved. From industry awards to newsletters and committees, these resources help you take advantage of your membership.
Best practices, guidance documents, infographics, signage and more for the food industry on the COVID-19 pandemic.
