Observed Signal · Jun 2, 2026 · Market Research Report · Source: Retail Dive · Impact: 3/5 · Sentiment: Neutral
Mass Retailers Match Supermarkets as Primary Grocery Destinations
A 2026 FMI report, developed with The Hartman Group, finds U.S. shoppers are now as likely to cite mass retailers (e.g., Walmart, Target) as their primary place for grocery spending as traditional supermarkets. The online survey of 2,023 consumers conducted Feb. 4–18, 2026, shows 37% named a mass merchant vs. a similar share for supermarkets. Brick-and-mortar remains important — 54% always shop in physical stores — while grocery e-commerce use is rising (72% use it at least occasionally). Younger shoppers skew toward mass retailers, older shoppers toward supermarkets. The findings highlight shifting channel preferences with implications for retailers’ in-store experience, digital grocery offerings, and retail media strategies.
Survey shows a measurable shift in where consumers buy groceries — mass retailers equaling supermarkets — and rising grocery e-commerce adoption; this affects retail merchandising, in-store experience investment, and retail media opportunities for advertisers.
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Key Takeaways & Evidence Grounding
- FMI — The Food Industry Association released the U.S. Grocery Shopper Trends 2026 report developed with The Hartman Group.
- In an online survey of 2,023 people conducted Feb. 4–18, 2026, 37% of respondents cited a mass merchant as where they "spend the most money on grocery-type items," roughly equal to the share naming a traditional supermarket.
- 54% of survey participants said they always visit physical stores to purchase groceries; another 20% do so most of the time.
- 72% of respondents said they use grocery e-commerce services "at least occasionally," up from 67% in the prior year and 49% in early 2020.
- Among shoppers using delivery or pickup, 62% identified the same retail location as their primary store for online purchases and in-person shopping.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
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