Supermarket trends

Supermarket Trends: Stats and Trends Shaping 2024

Tessa ZuluagaAuthor

If your last trip to the supermarket felt more like navigating a tech expo than grabbing groceries, you’re not alone. In 2024, supermarkets are embracing everything from AI to self-checkout. Here’s a peek at the trends reshaping your shopping cart, one stat at a time.

In this article, we’ll explore the top 10 supermarket trends for 2024 and how you can leverage them to stay competitive and increase your market share.

Let’s dive in.

The top 10 supermarket trends in 2024

1. Sustainability and eco-friendly packaging

About 95% of consumers say they are trying to take some action to live sustainably.

The trend of sustainability in supermarkets involves implementing environmentally friendly practices throughout both your supply chain and in-store operations.

Consumers are becoming increasingly aware of the environmental impact of their purchasing decisions. Because of this, sustainability in general has emerged as a large trend in most industries. Consumers are continuing to care more and more about their carbon footprint.

This is especially true for younger generations. According to Deloitte Global’s 2023 Gen Z and Millennial Survey, 69% of Gen Zs and 73% of millennials are actively trying to minimize their impact on the environment.

Supermarket operators can adopt this trend by:

  • Offering more eco-friendly and ethically sourced products

  • Reducing plastic packaging and promoting reusable alternatives

  • Minimizing food waste

  • Improving energy efficiency in stores

  • Supporting local and regenerative agriculture

According to 2023 research by Grocery Doppio, 37% of shoppers will pay a premium for sustainable products and they’re willing to pay between 11%-17% more for sustainable products.

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By embracing these sustainability practices, grocers can appeal to environmentally conscious consumers, reduce operational costs, and contribute to a more sustainable future.

2. Online shopping and delivery

The use of grocery delivery services in 2024 has risen by 56% compared to 2022.

This trend allows grocery shoppers to order food retail online and receive home delivery, pick them up in-store, or do curbside pickup, which has transformed the traditional supermarket shopping experience.

While online grocery shopping existed in niche markets for several years, it gained substantial traction in the mid-2010s. The trend was accelerated dramatically by the COVID-19 pandemic in 2020, which necessitated social distancing and led many consumers to seek contactless shopping options.

According to Oracle, Walmart (including Sam’s Club) is currently the largest US online grocer, with more than 25% of the market share. However, there are many large competitors in the grocery industry delivery game including Amazon Fresh, Kroger, Target, and Albertsons.

To capitalize on the rise of online grocery shopping and delivery, supermarket owners and operators can consider the following strategies:

  • Develop a user-friendly platform: Invest in a website and/or mobile app that ensures easy navigation and product search functionality. Make sure check out offers every fulfillment option (home delivery service, curbside & in-store pickup).

  • Optimize inventory management: Implement real-time inventory tracking, and ensure online availability matches in-store stock.

  • Personalize the shopping experience: Use AI to provide personalized product recommendations, and allow customers to create and save shopping lists.

By implementing this strategy, supermarkets can not only adapt to the online shopping trend, but also create new opportunities for growth and customer engagement in the digital marketplace.

3. Self-checkout & automation

Self-checkout allows customers to scan, bag, and pay for their items themselves, without assistance from a cashier. These kiosks or stations are typically available at larger grocery chains and allow for faster, more autonomous shopping experiences.

This might seem like something shoppers wouldn’t want to do. But, according to Capital One, 73% of consumers prefer self-checkout over traditional staffed registers. It seems that this trend will only continue to grow as nearly 40% of grocery store registers in the U.S. are self-checkout kiosks.

This trend has been driven by several factors such as:

  • Efficiency: Shoppers increasingly demanded quicker, more efficient checkout processes.

  • Advances in technology: As retail technology improved, it became feasible to introduce reliable self-checkout stations that could accurately handle scanning, bagging, and payment.

  • Cost savings: Supermarkets saw self-checkouts as a way to reduce labor costs.

According to Wifi Talents, self-checkout stations can reduce customer wait times by up to 30%, and 65% of consumers believe that self-checkout lanes are faster than traditional lanes.

Just one thing to keep in mind! Self-checkout requires a lot of trial and error to make sure the process is working as efficiently as possible. It’s important to install security cameras as over 20 million Americans have stolen from a self-checkout kiosk.

4. Customer data and loyalty programs

Supermarket loyalty programs are marketing initiatives designed to reward repeat customers for their ongoing business. These programs often involve a points system, discounts, or member-exclusive perks that encourage customers to shop frequently and stay loyal to a specific store or chain. Data shows that today’s average shopper has 18 loyalty programs on their mobile device; two to three of which are for grocery brands alone.

One example is Safeway for U, Safeway’s loyalty program that gives shoppers points, coupons, and more.

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Loyalty programs provided supermarkets with a way to collect valuable consumer data, including shopping habits, preferences, and frequency. This data enabled more targeted marketing and promotions, allowing stores to offer tailored deals that resonated with individual shoppers.

Supermarkets can capitalize on this loyalty trend through:

  • Customer retention: Supermarkets can use "double points" days or personalized promotions to boost traffic during slow periods.

  • Personalized marketing: Loyalty programs provide rich customer data that can be used to tailor marketing efforts. Supermarkets can segment their customers based on purchasing habits, sending highly relevant offers and promotions that align with individual preferences.

  • Exclusive offers: By offering exclusive member-only deals, supermarkets can make loyalty program members feel valued and special, boosting customer satisfaction.

  • Competing with e-commerce giants: As online grocery delivery services like Amazon Fresh and Walmart continue to dominate, loyalty programs offer traditional supermarkets a way to compete.

To learn more on how to reward your regulars and keep guests coming back, check out this page.

5. AI-powered technology

The integration of AI and cutting-edge technology is revolutionizing the supermarket shopping experience in 2024. Shoppers under 45 are more likely than older consumers to trust AI and to want to use the technology to engage with retailers, according to Dunnhumby’s Consumer Trends Tracker.

Some examples of how supermarkets are using generative AI include:

  • Target’s AI map and Gen AI Chatbot: Target’s map offers in-store navigation for guests to find items even more easily. They’re also rolling out an AI Chatbot to answer questions for Target workers.

  • Smart shelvesThis AI includes digital price tags that have the ability to automatically update prices and track stock levels in real-time.

  • Ask Sam: Walmart developed Ask Sam which can assist with all sorts of queries, such as finding a specific product in the store, looking up prices, or questions about the employee’s work schedule.

An estimated 30% or more of the world’s food supply goes to waste at both the retail level and by consumers. AI software can improve forecasting such as this computer vision technology that can monitor product freshness and quality.

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Aside from AI, technology remains an essential “trend” in the grocery industry as investing in a top-notch POS system isn't just a smart move — it's essential. Check out this article on The Best Supermarket POS Systems In 2024 to learn more.

6. Organic and wellness products

Grocery shopping in 2024: where you go in for chips and bread, and come out with collagen packets, plant-based milks, and a case of probiotic sodas.

While this might sound like an exaggeration, it's not far from the reality of today's grocery business. The wellness trend has transformed ordinary supermarkets into veritable health emporiums, reflecting a significant shift in consumer priorities and shopping habits.

McKinsey & Company conducted a Future of Wellness Study and found that in the United States alone, it’s estimated that the wellness market has reached $480 billion, growing at 5-10% per year. The same study found that 82% of US consumers now consider wellness a top or important priority in their everyday lives. This is especially true among Gen Z and millennial consumers, who are now purchasing more wellness products and services than older generations.

To capitalize on this trend, supermarkets can expand their wellness sections, offering a wider range of vitamins, herbal supplements, and functional foods. They can also integrate these products throughout the store, creating "wellness zones" in relevant departments.

Publix, for example, is capitalizing on this healthy trend.

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Additionally, implementing clear labeling systems that highlight health benefits and sourcing information can help guide customers toward products that align with their wellness goals.

7. Improved in-store experience

In 2024, a standout trend in the supermarket industry is the emphasis on elevating the in-store shopping experience. In fact, 80% of customers said they have switched brands because of poor customer experience. As online shopping continues to grow, brick-and-mortar supermarkets are finding it essential to prioritize customer satisfaction to maintain foot traffic and loyalty.

At the heart of an exceptional shopping experience is customer service. Today’s consumers expect more than just well-stocked shelves; they value personalized interactions, knowledgeable staff, and a seamless shopping experience. About 93% of consumers are more likely to make a repeat purchase with a brand that provides excellent customer service.

Beyond customer service, the layout of a store plays a significant role in shaping the overall shopping experience. Research shows that the shopping environment can influence food choices and even dietary habits. To improve this, many supermarkets are redesigning their spaces to:

  • Minimize congestion

  • Highlight new or seasonal items

  • Create intuitive pathways that make it easier for shoppers to navigate

By focusing on the in-store experience, supermarkets can set themselves apart from online competitors. A well-designed and well-staffed store not only meets customer expectations but can exceed them, creating a loyal customer base that returns time and again.

8. White-label apps and coupons

In 2024, supermarkets are increasingly turning to white-label apps and digital coupons to engage customers and build brand loyalty.

A 2024 survey of 1,000 U.S. consumers found that more than half (53%) of consumers are more likely to shop with a grocer that has an app than one that does not, and 2/5 of consumers prefer buying groceries through an app vs. in-store.

White-label apps are customizable apps that allow stores to offer branded experiences. These apps provide a seamless way for customers to shop, save, and interact with their favorite stores, all within a personalized mobile platform. About 84% of millennials and Gen Z shoppers use apps to check availability before shopping in-store. White-label apps offer supermarkets a range of features that enhance customer experience, including:

  • Personalized deals

  • In-app shopping lists

  • Loyalty programs

These apps also offer easy access to digital coupons, promotions, and product recommendations tailored to guest preferences. This level of personalization not only increases customer satisfaction but also boosts engagement, as consumers are more likely to return to a brand that understands their needs.

Speaking of digital coupons, these have become a key strategy for supermarkets to incentivize spending. A whopping 93% of Americans would likely make repeat purchases at a store that provided coupons.

The Safeway App provides users with personalized digital coupons based on shopping habits.

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Customers are eager to save, and the ease of finding and applying digital discounts directly from their phones makes the process more convenient than ever. In fact, when looking at redemption rates, digital coupons are the most popular coupon type at 33%.

Not only do these technologies offer customers convenience and savings, but they also position supermarkets as forward-thinking brands that embrace innovation to enhance the shopper's journey.

9. Grab-and-go & ready-to-cook

Supermarkets get it — you’re busy. As lifestyles become more fast-paced, supermarkets are adapting to meet the demands of convenience-driven consumers. In 2024, grab-and-go and ready-to-cook grocery items are gaining popularity, offering time-saving solutions for busy Americans who want quick, easy meals without sacrificing quality.

Grab-and-go items are pre-packaged meals that are completely ready to eat — no cooking required. From sandwiches and salads, to fully prepared entrees, these meals cater to those with hectic schedules who need food fast. A majority of shoppers (55%) say they want easier shopping in the grab-and-go section, and prepared foods are filling that need.

For shoppers who still want the satisfaction of cooking but lack the time for extensive prep work, ready-to-cook items offer the perfect balance. These meal kits come with pre-chopped, portioned ingredients, allowing consumers to prepare fresh meals quickly without the hassle of dicing, chopping, or measuring.

Whole Foods Market has a large variety of healthy ready-to-cook options.

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Ready-to-cook options not only save time but also reduce food waste, as they provide exactly the right amount of ingredients for each meal. Nearly 9 out of 10 Americans have meal prepped at least once in their life. With everything prepped and ready, consumers can enjoy the benefits of homemade meals without the usual time commitment.

10. Local shopping

In 2024, local shopping isn’t just a trend, it’s a movement. More and more consumers are skipping the big brands and are instead supporting their local vendors. And for good reason! By shopping locally, consumers not only get fresher, higher-quality products, but they’re also giving a boost to their local economy.

American shoppers are making a significant impact by choosing local over big chains. According to Capital One, American shoppers spent an estimated $3.81 trillion at local stores in 2023, and local retailers retain 289% more revenue for the local economy than chain stores do.

Supermarkets have the opportunity to play a crucial role in this trend by offering dedicated sections for local products. Creating a space specifically for locally sourced items helps shoppers easily identify and purchase products from nearby vendors.

By offering local products, supermarkets can:

  • Differentiate themselves from big-box competitors by promoting unique, locally sourced goods

  • Build customer loyalty by aligning with consumers' desire to support their local economy

  • Foster relationships with local farmers and producers, creating a more sustainable and community-focused supply chain

By dedicating space to local products, supermarkets can tap into the growing demand for local shopping, all while contributing to the economic health of their communities. It’s a win-win!

Implement these industry trends today

By staying ahead of these trends, supermarkets can enhance their offerings and ensure they remain competitive in a fast-evolving market. Whether there's a wealth of opportunity in 2024 for those who adapt.

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