U.S. Grocery Market Focus: The Amazon Food Shopper

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Published Aug 23, 2017 | 55 Pages | Pub ID: LA15444939

U.S. Grocery Market Focus: The Amazon Food Shopper


For participants in markets affected by its growth, understanding Amazon’s value proposition and its evolving relationship with the consumer across affected retail categories and channels is key. U.S. Grocery Market Focus: The Amazon Food Shopper provides unique and fully up-to-date insight on the role Amazon plays in shaping grocery trends. The report focuses on Amazon products and services engagement over time, with the analysis providing portraits of the Amazon shopper, the Amazon media user, and the Amazon Prime member. The report also assesses Amazon's numerous strategies to broaden its reach into U.S. homes and wallets, including segmented subscriptions, penetrating and deepening retail categories, expanding Alexa’s reach, moving into social media and multi-channel initiatives. Detailed data are provided on Amazon Prime, its relationship to the consumer, and the ways it is leveraged to drive engagement and increase sales.

Analysis and data highlights include:

  • e-Commerce sales and food & beverage e-commerce sales projected through 2020
  • Amazon food & beverage e-commerce sales projected through 2020
  • Historical trending of food retailer usage and Amazon user share
  • Demographic analysis of Amazon food-centric programs
  • Demographic analysis that covers detailed household income segmentation (including $150K-$249K and $250K+ brackets) and geographical analysis (top fourteen designated market areas, designated market areas by segments, metropolitan areas by segment, and county size).
EXECUTIVE SUMMARY
REPORT SCOPE
REPORT SUMMARY
Sales forecast
Amazon versus the food and grocery competition today
Amazon Fresh product matrix
The Amazon Fresh user
The fresh factor: What consumers view as important
Interest in Amazon Fresh shows promise
Amazon Subscribe & Save
Prime Pantry
Multi-channel food retail: The Whole Foods acquisition
Meal kits
AMAZON CATEGORY ANALYSIS: FOOD PRODUCTS
GROCERY SALES TRENDS
U.S. food at home sales trends, by channel
Table 1-1: Food at Home Sales, by Type of Outlet: 2007 vs. 2016
U.S. online grocery sales trends
Table 1-2: e-Commerce Sales: Total Sales and Food and Beverage Sales, 2008-2017
Table 1-3: e-Commerce Sales: Total Sales and Food and Beverage Sales, 2016-2020 (in billions and percentage growth)
Table 1-4: Online Food & Beverage Sales: Total Sales and Amazon Sales, 2015-2020 (in billions and percentage growth)
Supermarkets continue to reign but online penetration approaches drug store and c-stores
Table 1-5: Grocery/Fresh Food Purchasing Channels, 2017
AMAZON VERSUS THE FOOD AND GROCERY COMPETITION
Major food retailers: cross-usage of Amazon over time
Table 1-6: Supermarkets and Food Stores Shopped in Last Four Weeks: Usage and Share Purchasing from Amazon, 2014 vs. 2017
Table 1-7: Amazon vs. Non-Amazon Shopper Population by Supermarkets/Food Stores Shopped, 2017
Table 1-8: Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by HH Income Segments, 2017
Table 1-9: Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by Age, 2017
Table 1-10: Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by County Size, 2017
AMAZON FRESH
Amazon Fresh Pickup
AMAZON FRESH PRODUCT MATRIX
Table 1-11: Amazon Fresh: Purchase Choices, by Category 2017
Table 1-12: Amazon Fresh: Purchase Choices, by Category 2017
Making an organic effort
Table 1-13: Amazon Fresh: Organic Purchase Choices, Selected Categories, 2017
Table 1-14: Amazon Fresh: Organic Purchase Choices, Selected Categories, 2017
The Amazon Fresh user
Table 1-15: The Amazon Fresh User: Key Demographics, Category, 2016-2017
The fresh factor: What consumers view as important
Table 1-16: Factors Influencing Fresh Produce, Meat or Seafood Shopping, 2016
Interest in Amazon Fresh shows promise
Table 1-17: Interest in Amazon Fresh, by Demographic, 2016
Fresh Deals
AMAZON SUBSCRIBE & SAVE
The Amazon Subscribe & Save user
Subscribe & Save retail category penetration
Table 1-18: Amazon Subscribe & Save Usage, By Product Category, 2016-2017
PRIME PANTRY
Table 1-19: Amazon Prime Pantry, Purchase Choices, by Category, 2017
MULTI-CHANNEL FOOD RETAIL: THE WHOLE FOODS ACQUISITION
Table 1-20: Whole Foods, By the Numbers, 2014-2016
Table 1-21: Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by Demographic, 2017
Table 1-22: Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by Top Designated Market Area, 2017
Table 1-23: Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by County Size and Metropolitan Area, 2017
Primed for online grocery?
Table 1-24: Weekly Shoppers, Top 15 Supermarkets/Food Stores: Online Grocery Shopping Indexes, 2017
Primed to spend?
Table 1-25: Weekly Shoppers, Top 15 Supermarkets/Food Stores: Share of Use, by Weekly Grocery Spending, 2017
MEAL KITS
Why meals kits make sense for Amazon
Table 1-26: Fresh Meal Kit Delivery Usage: Online Grocery Shoppers, Amazon Users, Amazon Prime Users, and Amazon Fresh Users, 2017
How Amazon will put the heat on other providers
Table 1-27: Fresh Meal Kit Delivery Usage: Online Grocery
Shoppers, Amazon Users, Amazon Prime Users, and Amazon Fresh Users, 2017
Launch underway
APPENDIX
TABLE INDEXES

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