Beyond the aisle: The 2024 state of grocery shopping and delivery

A majority of Americans head to the grocery store at least once a week—but they’re ready for something new. Consumers aren’t satisfied with the shopping patterns of the past. Evolving consumer behaviors point to a future where grocery shopping lies beyond the aisle. 

Wing recently polled 5,000 consumers across the country to gauge the state of grocery shopping and delivery preferences. We found real frustrations with the in-store experience: 82% of shoppers name crowds, long lines, and unavailable inventory as the biggest pain points. “Boomerang” trips are also common. 62% return to the store to pick up items they forgot or missed.

A delivery inflection point is soon approaching. We found that speed is crucial to converting delivery-curious shoppers into delivery-diehards: 81% of consumers want the option to receive their orders within 30 minutes or less. Ultra-fast fulfillment is especially appealing to Gen Z and Millennial shoppers, of which 61% order grocery delivery at least once a week. 

But the impulse for instant gratification isn’t limited to younger generations. Traditional delivery services leave much to be desired, and shoppers of all ages recognize that. That’s why 58% of respondents are eager to use “fast mile” drone delivery for their grocery needs.

These are just a few of the insights from Wing’s new survey-based report, “Beyond the Aisle: The 2024 State of Grocery Shopping and Delivery.” Download the full report to learn more about how the future of groceries—and ultra-fast delivery—is up for grabs.