Online Grocery Shopping Trends 2026

Online grocery is growing. Fresh food still brings shoppers in-store.

Online grocery shopping continues to grow and remains above pre-pandemic levels. Consumers are using both online and physical supermarket channels more frequently, while eating-out occasions have gradually declined.

Despite this growth, online purchases remain concentrated in packaged and longer shelf-life products. Fresh categories such as fruit, vegetables and meat are still predominantly purchased in-store, where shoppers can personally assess quality and freshness.

CHART: Weekly Number of trips - QTR (Online Shopping Trends 2026)
CHART: Online Purchase Weekly Participation of Grocery/Fresh Food - QTR (Online Shopping Trends 2026)

The trend suggests that online shopping is complementing rather than replacing physical supermarkets. While digital channels are capturing a growing share of routine grocery purchases, in-store shopping remains the preferred channel for fresh food.

Key insight: Online grocery is growing, but fresh food continues to drive shoppers in-store.

CHART: What People Bought Online - MAT (Online Shopping Trends 2026)

How is Your Fruit or Vegetable Category Performing?

We can show you the performance of your fruit or vegetable category, help compare categories and uncover how different factors are shaping demand.

How? Dig deeper with Category Analysis.

Our Category Analysis service offers:

  • Tracking volumes, values, and retail performance across the full supply chain 
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Contact us to learn how Category Analysis can support your planning and uncover new opportunities in your category or book a live demonstration of this dashboard.

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