58% of consumers use devices to shop for food

Consumers are spending less time cooking at home, choosing faster and more convenient meal options.

According to Euromonitor’s Voice of the Consumer: Digital Survey 2024, around 58% of consumers now use devices to browse and purchase food.

The study, which analysed responses from consumers from 20 countries with internet access, found a shift away from traditional grocery shopping and towards digital shopping.

Consumers are spending less time cooking at home, opting for faster, more convenient food options. This shift has led to smaller, more frequent purchases and increased use of subscription and delivery services.

Retailers are responding by offering at-home cooking kits, ready-to-eat meals and curbside service, putting traditional food retailers in direct competition with foodservice providers, direct-to-consumer (DTC) brands and delivery platforms.

Digital channels have become increasingly important, with 45% of consumers purchasing groceries via streaming platforms, the second largest category after clothing and accessories. Streaming allows for interactive interaction with hosts, enriching the shopping experience beyond what traditional online platforms offer.

Despite these digital advances, brick-and-mortar stores continue to dominate food spending. In 2023, local grocers, supermarkets, and hypermarkets accounted for 72% of global grocery sales, while in-store orders accounted for half of foodservice spending. But these traditional channels are losing ground to discounters, warehouse clubs, grocery e-commerce, and takeout options.

Euromonitor forecasts that e-commerce and food delivery will continue to gain market share through 2028.

Meanwhile, the report highlights that the challenge for retailers is to stand out in a crowded marketplace where many are offering similar products. As digitalization levels the playing field, differentiation becomes key.

“Some retailers are discovery-oriented, but many retailers, including marketplaces, are trying to be the ‘everything store.’ As a result, retailers and brands face the challenge of how to stand out in the era of sameness,” he said.