As cost-of-living pressures continue, the choice of where to shop for staple foods has reflected attempts to cut grocery bills. Warehouse clubs and discounters have both seen use grow in offline shopping. But while online shopping’s price-led appeal may have waned, its convenience remains unparalleled for many, and growth continues to be stronger than offline. This report analyses retail channel performance across staple foods, identifying where growth is now and opportunities for the future
Delivery
This report comes in PPT.
Key Findings
Offline dominates but online growth is stronger
Retail offline channels continue to dominate in staple foods, accounting for 92.8% of sales in 2025. However, e-commerce is still growing significantly faster, with a key driver being the continued expansion of third-party delivery services and the increased rolling-in of grocery sales to their services.
Consumers turn to cheaper channels
The most significant driver for offline retail choice has been consumers seeking to reduce costs as food inflation continues; it first surged in 2022/2023 and subsequently settled into often above-target month-on-month increases. Channels such as warehouse clubs and discounters have quickly gained share.
Online’s convenience is unparalleled
Staple foods retail e-commerce value grew 12.1% in 2024 and 7.9% in 2025 - significantly outpacing overall staple foods sales (2.8% in 2024 and 4.1% in 2025). While the channel is no longer in front for consumer perception of lowest prices, convenience positioning is continuing to grow, with third parties strengthening and shorter delivery times becoming more accessible.
Walmart improves online offer to cement number one status
The number one online staple foods retailer is Walmart, the largest grocer in the largest staple foods e-commerce market (the US). The company significantly expanded online delivery capabilities in 2025 as part of a plan to offer same-day delivery to 95% of US households by the end of the year, a milestone it stated had been reached in December that year.
Value seeking is forecast to continue
With the drivers of higher food prices still firmly in place (eg geopolitical instability, tariffs and trade disagreements, commodity shocks, erratic harvests and severe weather events from climate change) channels with a value positioning will continue to grow, especially as private label ranges are expanding and improving.
Key findings
Cheaper channels rise in popularity
Value over volume once again in 2025
High spenders sit in Western Europe
Baked goods continues category leadership
Retail e-commerce growth continues but faces discount headwinds
Supermarkets lead but share is being squeezed
Historic growth for warehouse clubs and discounters
Offline staples sales almost all come through grocery retailers
Supermarket price rises are under customer scrutiny
Lowering costs has become the priority
Case study: Penny sets 1,000 stores target for Romania
Price-driven increase falls away but convenience-led appeal grows
Holiday season makes for greater sales of staples
US leads as China favours fresh; French growth continues
Online growth but category prominence remains constant
Grocers dominate retailer type
Walmart invests heavily to maintain position and grow reach
Case study: Amazon expands same-day food delivery
Cost concerns to continue; online can meet changing demand
Recommendations/How to win
Euromonitor Passport E-Commerce: Coverage and methodology
Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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