Online Grocery Sales Skidded in April
With inflation top of mind for consumers, delivery order volumes shrank, and even curbside pickup saw declines
By Christine LaFave Grace, Winsight Grocery Business
May 09, 2022
Inflation-cautious U.S. consumers retreated to their grocery-shopping corners in April, new monthly data from Brick Meets Click and Mercatus suggests, as grocery delivery's active user base shrank and even online/in-store pickup, the powerhouse of online grocery sales, saw average order values and volumes dip.
Overall, online grocery sales in the U.S. were down 3.8% year over year in April to $8.1 billion, Barrington, Ill.-based Brick Meets Click reported. Declines in order frequency and monthly active users drove a 5.8% drop in total online order volume.
With inflation for food at home running at a hot 10%, many consumers—who are now less concerned with COVID than they are with rising prices—are shopping in-store to hunt for deals they might not spot online and to avoid pickup/delivery fees, Brick Meets Click's David Bishop indicated
"It's no surprise that inflation is affecting where and how people shop online for groceries," Bishop said in a statement. "Some customers may now find pickup a more attractive service since it can help them avoid the higher incremental costs associated with delivery, and others may choose to simply move more of their transactions back into the store."
Delivery sales dollars were down almost 6% vs. the year-ago period, and the monthly active user base for grocery delivery services contracted nearly 9%, Brick Meets Click reported...