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In 2024, US supermarkets are valued at around $1 trillion with an average in-store receipt of $45.70 and $108 online: omnichannel strategies are boosting digital sales to 7.1% (+18% vs 2023). Entering the mass market means gaining double exposure: physical shelves + the chain's e-commerce storefront. For Italian brands, this is a distribution, visibility, and repurchase accelerator. With America Buys Italian (09/30-10/01/2025, Peschiera del Garda), we open doors to niche chains interested in Italian products.
Updated on September 10, 2025
For four years, we have been offering food & beverage companies a service that facilitates entry into the US mass market: the gateway is the America Buys Italian event, where we organize B2B meetings between Italian companies and niche supermarket chains looking for Italian products to sell in their stores. (The 2025 ABI edition will be held at Peschiera del Garda at the Resort Le Ali del Frassino from September 30 to October 1)
We organize this initiative because entering physical shelves can also gain digital visibility. Many American supermarkets operate with an omnichannel approach: a product available in-store is also quickly uploaded to the chain's e-commerce.
Once an Italian brand is admitted into the American mass market, it benefits from double exposure: to customers shopping in-store and those buying from home.
What are US supermarket sales worth in 2024?
In 2024, total sales of American supermarkets are about $1 trillion. The average net profit remains thin: 1.7%.
What is the average receipt in-store and online?
In-store, the average receipt per transaction is $45.70 (+7% compared to 2023). Online, it rises to $108 per transaction.
How significant is online grocery shopping in the American mass market?
In 2024, online food sales account for 7.1% of the total, growing +18% compared to 2023.
Is it worthwhile to enter the US mass market if I want to sell online as well?
Yes. Entering physical shelves boosts digital findability: retailers integrate catalogs and promotions across stores, apps, and e-commerce. A product listed in-store quickly appears online, expanding coverage without proprietary e-commerce setup costs.
What is the average weekly spending of American families on groceries?
The average weekly spending is about $170 per family.
Self-checkout: is it growing or declining?
In 2024, self-checkout transactions account for 35%, down 20% from 2023. This indicates a recalibration of the customer experience and in-store operating models.
What are the main productivity indicators in US supermarkets?
On average: $18.55 in weekly sales per sq.ft. of sales area and $237.76 per hour of work.
How many supermarkets are there, and what is their average size?
There are about 45,575 supermarkets operating in the United States. The average size is 42,453 sq.ft., with 31,795 references per store.
How can I enter the American mass market with an Italian product?
ExportUSA offers a dedicated pathway that starts with B2B meetings with qualified buyers. The gateway is the America Buys Italian (ABI) event, where we schedule one-to-one meetings with niche chains interested in Italian references.
When and where is America Buys Italian 2025 held and why participate?
September 30 - October 1, 2025, Resort Le Ali del Frassino, Peschiera del Garda. Participating allows you to: (1) meet US buyers in Italy, (2) reduce time and costs of commercial development, (3) increase the likelihood of dual placement store + online within the same chain.
Sources: Bureau of Labor Statistics, USDA, FMI, Nielsen IQ.
Updated on March 19, 2025
Retail food sales in the USA continue to grow moderately. If in 2024 the overall grocery market growth (food for home consumption across all channels) slowed to about +1.1% (against +9.2% in 2022), a certain recovery is expected for 2025: US supermarket sales could increase by about +3%, reaching $1.6 trillion, supported by more stable food inflation.
Out-of-home food consumption has eroded part of the supermarket share as the economy recovered from Covid. Nevertheless, the demand for groceries remains resilient. The weekly spending per family remains high: about $165 at the beginning of 2024 [Source: FMI]. On average, 5.3% of Americans' disposable income is spent on food for home consumption, compared to 5.9% for food consumed out, confirming the strategic importance of the supermarket sector in household budgets.
In 2025, American consumers show purchasing behaviors influenced by two years of strong price increases and the new post-pandemic normality:
Today, online food shopping is a stable component of the US grocery market. According to eMarketer, in 2024, online grocery sales surpassed $200 billion for the first time. Another study estimates the e-grocery segment 2024 at $104 billion, considering only strictly defined groceries.
This is now a significant share of the market: online grocery sales represent about 7-10% of total domestic food spending – an unthinkable level just a few years ago and reflecting an increase of over a third compared to pre-2020 penetration [Source: McKinsey].
Updated on September 30, 2024
E-grocery could reach $120 billion by the end of 2028 and represent 12.7% of total Food sales in the United States. Indeed, although the pandemic and inflation pushed food sales with a CAGR of 5.6%, the next five years will see a CAGR of only 1.6%. During the same period, the digital channel will have the upper hand over brick-and-mortar, with a forecasted increase of +4.5% versus a 1.3% rate for in-person purchases. Delivery and pick-up sales are nearing the 10% market share threshold. However, the pick-up mode will grow faster than classic delivery and will remain the dominant purchase method for one in two digital consumers.
Updated on March 12, 2024
In recent months, supermarket brands have been growing faster in terms of revenue compared to competing national brands. Moreover, according to a report by the Private Label Manufacturers Association, private labels have gained a greater market share of all unit sales, reaching a record 20.7% last year.
Even though the main driver of purchase was inflation, American consumers who try a supermarket's store-brand products increasingly rate them as equal to those of major brands, only with a better quality-price ratio. Also worth knowing:
The Generation Z in America, the demographic segment that cares most about sustainability and "quality over quantity," is emerging as the generation of private labels. According to the PLMA, 64% of this cohort always or frequently buys store brands, and 51% always or frequently chooses where to shop based on these.
These shopping habits suggest that supermarket-branded food products will continue to grow, even though Americans' interest in private labels is not limited to food and also extends to clothing and accessories.
Updated on December 7, 2023
The following update is based on data provided by McKinsey regarding the current state of the US supermarket industry in 2023.
In 2023, American supermarkets faced slower growth compared to the previous year, with inflation reduced to 3.2% in July. Despite the reduction in inflation, food prices grew by 4.9% year-on-year, leading to an increased demand for budget or lower-cost products.
In May, the e-commerce sector reached 7.2% of total supermarket sales in America, over +35% compared to the pre-pandemic period. This change requires those selling in the United States to adapt their strategies to offer a more personalized and efficient online shopping experience. In particular, consumers who rely on the Internet to purchase groceries in America seek convenience, price comparisons, and efficient delivery options, although delivery costs and the preference for physical contact with products will remain challenges to overcome.
Sustainability is becoming a key factor in purchasing supermarket products, with over 15% of new regulations expected by 2030. These regulations will address food waste, packaging, and labeling.
The demand for products with ESG (Environmental, Social and Governance) claims has shown an increase of 1.7 percentage points in sales growth, reflecting the growing importance of these initiatives for US consumers.
American supermarkets are actively experimenting with the integration of generative AI to improve the customer experience and optimize operations. According to McKinsey, about 85% of retailers are exploring new technologies to enhance the customer experience, and 35% of suppliers are using this method to make the most of the data they have available.
Article originally published on October 11, 2022
American consumer tastes are changing, and the demand for Italian food products in the US market is continually growing. Food and Beverage Made in Italy enjoys great appeal among Americans, with supermarkets representing the preferred purchasing channel for specialty foods (69% of the total). The potential for market penetration in the US is still huge for the Italian food and wine industry, especially in certain areas of the United States where interest is high but shelf availability is still insufficient, competition is lower, and the market positioning opportunity for Italian companies is therefore tangible.
Sources: John Dunham & Associates, US Census Bureau, Progressive Grocer Magazine, USDA, Food Industry Association, FMI.
Essential for getting products on the shelves of the American mass market is the compliance of food specialties with the country's regulations and the registration of the company with the Food and Drug Administration. Without FDA registration, no product can be sold in the United States, and a company exporting non-compliant food products risks not only having shipments blocked at customs but also being blacklisted by the FDA. ExportUSA handles all FDA compliance services.
American buyers are constantly looking for Italian food specialties to launch in the market. However, to successfully close deals, it is advisable to rely on experts in the US market who have adequate knowledge of the logistics of American distribution in the Food & Beverage sector, as well as the products, packaging, and brands that work well.
...And this is where we come in!
ExportUSA offers a well-established market research and product positioning service. We put our experience and direct contact with importers, distributors, and representatives in numerous sectors in the United States to use.
https://www.exportusa.eu/market-research-exportusa.php
ExportUSA opens US incorporated companies in all of the United States. We can open both LLCs and corporations
https://www.exportusa.eu/opening-a-company-exportusa.php
ExportUSA handles applications for all types of United States visas. We specialize in applications for work visas.
https://www.exportusa.eu/us-visas-exportusa.php
ExportUSA takes care of ensuring that your products adhere to FDA standards. We make sure that all food products, cosmetics, medical devices, and dietary supplements comply with FDA regulations.
https://www.exportusa.eu/fda-compliance-exportusa.php