Looking ahead: Now that digital grocery buying has become mainstream, growth in the number of digital grocery buyers will slow significantly in the coming years. Between now and 2025, digital grocery buyers will increase by just under 17 million.
Digital grocery buyers are increasing their spending. In past years, much of digital grocery’s sales growth was fueled by the influx of new digital grocery buyers. But the number of new digital buyers will slow in the coming years while sales will continue to grow. As a result, more of the sales growth will come from existing digital grocery buyers, as the average annual spend per digital grocery buyer increases from $856.47 in 2021 to $1,524.84 in 2025.