The number of consumers in the U.S. shopping based on personal need states such as diets, allergies, and health-related wellness preferences has risen dramatically. Today, an estimated 200 million Americans follow some type of health and wellness program and an estimated 180 million Americans have food allergies that affect the way they shop.
Similarly, the popularity of online grocery shopping is on the rise. While pre-pandemic growth of grocery e-commerce was steady, the pandemic has significantly accelerated its trial and adoption. There were 46 million active online grocery shoppers in the U.S. in June 20202 alone. How are retailers responding to these trends? This groundbreaking study audited the e-commerce experience of 30 top retailers to determine how well the “digital aisles” are stocked for shoppers searching for products to meet specific dietary, medical, allergen, and value-based needs.
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