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

Published: August 23, 2017 - 55 Pages

Table of Contents

  • 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
      • Common demographic nexus:
      • Meal kits
  • Amazon Category Analysis: Food Products
    • Grocery sales trends
      • U.S. food at home sales trends, by channel
        • Table Food at Home Sales, by Type of Outlet: 2007 vs. 2016
      • U.S. online grocery sales trends
        • Table e-Commerce Sales: Total Sales and Food and Beverage Sales, 2008-2017
        • Table e-Commerce Sales: Total Sales and Food and Beverage Sales, 2016-2020 (in billions and percentage growth)
        • Table 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 Grocery/Fresh Food Purchasing Channels, 2017
    • Amazon versus the food and grocery competition
      • Major food retailers: cross-usage of Amazon over time
        • Table Supermarkets and Food Stores Shopped in Last Four Weeks: Usage and Share Purchasing from Amazon, 2014 vs. 2017
        • Table Amazon vs. Non-Amazon Shopper Population by Supermarkets/Food Stores Shopped, 2017
        • Table Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by HH Income Segments, 2017
        • Table Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by Age, 2017
        • Table Amazon vs. Major Supermarket and Food Retailer Usage Indexes, by County Size, 2017
    • Amazon Fresh
      • Amazon Fresh Pickup
    • Amazon Fresh product matrix
      • Table Amazon Fresh: Purchase Choices, by Category 2017
      • Table Amazon Fresh: Purchase Choices, by Category 2017
      • Making an organic effort
        • Table Amazon Fresh: Organic Purchase Choices, Selected Categories, 2017
        • Table Amazon Fresh: Organic Purchase Choices, Selected Categories, 2017
      • The Amazon Fresh user
        • Table The Amazon Fresh User: Key Demographics, Category, 2016-2017
      • The fresh factor: What consumers view as important
        • Table Factors Influencing Fresh Produce, Meat or Seafood Shopping, 2016
      • Interest in Amazon Fresh shows promise
        • Table Interest in Amazon Fresh, by Demographic, 2016
      • Fresh Deals
    • Amazon Subscribe & Save
      • The Amazon Subscribe & Save user
      • Subscribe & Save retail category penetration
        • Table Amazon Subscribe & Save Usage, By Product Category, 2016-2017
    • Prime Pantry
      • Table Amazon Prime Pantry, Purchase Choices, by Category, 2017
    • Multi-channel food retail: The Whole Foods acquisition
      • Table Whole Foods, By the Numbers, 2014-2016
      • Table Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by Demographic, 2017
      • Table Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by Top Designated Market Area, 2017
      • Table Amazon, Whole Foods and Online Grocery Shoppers: Usage Indexes, by County Size and Metropolitan Area, 2017
      • Primed for online grocery?
        • Table Weekly Shoppers, Top 15 Supermarkets/Food Stores: Online Grocery Shopping Indexes, 2017
      • Primed to spend?
        • Table 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 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 Fresh Meal Kit Delivery Usage: Online Grocery Shoppers, Amazon Users, Amazon Prime Users, and Amazon Fresh Users, 2017
      • Launch underway
  • Appendix
    • Table indexes

Abstract

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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).

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