As grocery stores become more digitally-connected, there are a lot of things you can do with your phone while you shop – look up product information, search for items in the store, scan QR codes, or place an order right from the aisle, to name just a few.
But no matter whether you shop in store with your phone in hand, or online from the comfort of home, a new report finds that coupons and deals are still digitally-engaged shoppers’ top priority.
FMI — The Food Industry Association and NielsenIQ have collaborated to produce the latest edition of their joint report, “Digital Engagement Transforms Grocery Shopping 2026.”
The biggest digital transformation to impact the industry involves online grocery shopping. Stores still account for about 80% of grocery sales, but the report projects that percentage will decline to less than 75% in just two years, as online grocery sales soar to $452 billion.
But there’s more to digital than shopping online. “Nearly everyone is now a digitally engaged shopper, regardless of whether they are shopping online or in-store,” the report notes. From websites to AI assistants, “a wide range of digital tools are engaging shoppers” – and what shoppers are most interested in, are deals.
In store, shoppers are using their phones more often, to look up recipes, reviews or product information, or to find items in the store. But most often, they’re using their phones to seek out savings. 72% of those surveyed use their phones to check weekly sales, and 73% use their phones to clip digital coupons.
But that’s just the start. Digital tools could soon allow you to do a whole lot more.
“Shopper familiarity with AI-enabled tech tools continues to grow,” the report found, as 64% of survey respondents said they have at least tried AI tools, like chatbots. As the technology improves, shoppers envision seeking help from AI-powered shopping tools – for a familiar reason.
“The greatest interest in personalized digital shopping assistants lies in helping shoppers save money — whether through coupons, price comparisons, alerts on price drops or substitutes that are more affordable,” the report noted. Finding coupons was the top choice, cited by 44% of shoppers, when asked which AI-powered functions would be most useful to them.
Other money-saving features are likely on the horizon. “Very soon, if not now, AI agents can compare grocery prices across retailers, factor in loyalty programs and keep total spending within a set budget,” the report predicted.
As for comparatively old-fashioned online grocery shopping, an overwhelming 94% of grocery shoppers report having shopped for groceries both online and in-store. Most of online shopping’s growth, as you might expect, comes from higher-income shoppers, who don’t mind as much if they have to pay more for convenience. Lower-income shoppers would buy online more, if they could save more. “They prioritize levers such as free delivery, discounts and low-return costs,” the report found.
So retailers looking for growth opportunities among online shoppers would do well to cater to those who prioritize deals, while offering those who are less price-sensitive the ability to pay more for perks like faster shipping or premium products. And, they can’t forget those who prefer to shop in store, by providing useful digital tools, attentive customer service, appealing experiences and loyalty program perks.
“From the digital shelf and shoppable content to fulfillment speed and the in-store experience, food retailers that offer seamless, enjoyable experiences will provide shoppers value and build loyalty,” FMI vice president of industry relations Doug Baker concluded.
There’s a lot you can do with a digital device to make grocery shopping easier. But one thing is certain – whether scrolling on your phone, or asking a bot to do your shopping for you, saving money is one feature that will always be in demand.
Image source: FMI/NIQ
