Online Services Gain Produce Sales; Grocers Still Lead

Most purchases are still being made at brick-and-mortar retailers, but more and more consumers are buying produce through online service.

More and more consumers are buying produce through online services, but most purchases are still being made at brick-and-mortar retailers, said speakers at United Fresh 2014 in Chicago, according to Supermarket News.

“Online produce purchases are still not making a significant dent in the overall marketplace. It’s very attractive, but won’t overwhelm brick-and-mortar soon,” said Randy Burt, principal at A.T. Kearney, a management consulting firm based in Chicago.

Burt was joined by Tony Stallone, vice president of merchandizing and food safety at Peapod in a session called Online Produce Sales: A Permanent Trend or a Temporary Fad?

The online purchase of produce, and food in general, may not have yet taken off in the United States, but brick-and-mortar retailers shouldn’t get too complacent, said Stallone. Peapod had double-digit sales growth in 2013, while sales at conventional grocery stores grew by no more than 2 percent. Produce is the fastest growing online sales category, he said.

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