Low, middle earners now driving grocery delivery

Download the full report: Analyzing Grocery Delivery Health In a Post-Pandemic World with Credit Card Data.

Households earning under $100k increased grocery delivery spending faster than their high income counterparts since January 2020. This spending outperformance among low and middle income households was driven by customer growth rather than average ticket, which actually lagged high income households. Customer growth relative to January 2020 among those making less than $100k began to surpass high income peers in March 2021, a trend that remains consistent two years later with low to middle income customer growth outperforming by double digits in March 2023. Outsized low and middle income customer growth proves grocery delivery companies have successfully rebranded as an option to the mass market, and not just the highest earners, since the pandemic began.

Download the full report, Analyzing Grocery Delivery Health In a Post-Pandemic World with Credit Card Data, to see where grocery delivery demand stands exiting the pandemic.