How Omni Channel Grocery Shopping is Changing the Way Canadians Buy Food
Technology has profoundly impacted many aspects of our lives, including how we communicate, work, learn, and interact socially. It has also altered how we shop for food, and deliver food, shifting from traditional in-store experiences to online platforms. The introduction of the cellphone has had the biggest impact as many consumers use them to look up products, compare prices, and find discounts while there actually in the store.
Growing up, our mom was a stay-at-home mom. She had one grocery retailer in our neighborhood to shop at Dominion, (Purchased by Metro). There was no opportunity to compare retail prices with the alternative retailer, independently operated IGA, (Purchased by Sobey’s), 20 minutes away.
Technology has led to The Evolution of the Modern Grocery Shopper: The Omni Shopper.
Who is the Omni Shopper?
An omni shopper is a customer who moves between online and physical stores, researching and comparing products and retails before making a final purchase decision. More than 81% research online before making a purchase in a brick-and-mortar store.[1] Canada’s omni shopper purchase across both in-store and online channels:
- 73% of buyers purchase both in-store and online.
- 27% of buyers exclusively purchase in-store.
- 0% of buyers are exclusively online buyers.[2]
What is the FMCG Online Market Share in Canada?
Canada’s FMCG retail online market share for the 52-week period ending February 2025 was 9.9%. Canada’s top three Provincial online FMCG markets: 1. Alberta (12.1%), 2. BC (11.0%), and 3. Ontario (10.2%) [3] The global fast-moving consumer goods market size is projected to grow from $4.94T USD in 2025 to $7.56T USD by 2033, exhibiting a CAGR of 5.44% during the forecast period (2025-2033). [4]
Who is the Typical Omni Shopper?
Younger generations (nearly half of Gen Z and Millennials: 49% and 47% respectively) are more inclined to engage in omni-channel shopping. This trend is influenced by cultural background and shopping preferences, with some groups, like South Asians, who tend to exhibit higher online spending.[5] Convenience, time savings, and the ability to compare prices and find information about products represent the Top 3 advantages of online shopping.
What are Key Characteristics of the Omni Shopper?
Omni shoppers are characterized by their ability to seamlessly move between online and offline channels, making informed decisions based on various factors like price, quality, and convenience. Listed below are 2 key characteristics of this shopper:
- Multi-Channel Engagement: They are not limited to a single channel. They actively utilize online and offline platforms like websites, apps, social media, and brick-and-mortar stores to research, compare, and make purchases
- Personalized Experience: They appreciate brands that understand their preferences and deliver tailored experiences across all channels.
What are the Best Selling FMCG Online Products?
Omni share is strongest among non-food departments. Baby care (29.3%), Health care (23.8%), and Cosmetics (23.5%) represent the top 3 online departments.[6] There is a strong growth opportunity for food categories as outlined in Table 1.
Table 1
Online Dollar Share of Trade[7]
| Food | 5% |
| Non-Alcoholic | 9% |
| Food Ambient | 6% |
| Snacks | 5% |
| Perishable Foods | 5% |
| Frozen Foods | 5% |
| Total FMCG | 9.9% |
What is the Omni Retail Channel Share of the CPG Wallet?
Traditional grocery represents the top omni channel for the CPG wallet as outlined in Table 2[8]
Table 2
Omni Retail Channel Share of the CPG Wallet
| Traditional grocery | 47% |
| Mass Merch (incl. Amazon) | 17% |
| Club | 16% |
| Drug | 7% |
| Other | 13% |
What is the Best Way to Engage with the Omni Shopper?
The omni shopper: a savvy consumer who seamlessly navigates between the digital and physical mediums, expecting a personalized and frictionless experience each step of the way. Here are 4 strategies brands can execute to win over this consumer group:[9]
- Stay Engaged: Brands should stay engaged with them digitally to maintain loyalty due to the expansive choice at consumer’s fingertips.
- Multi-Channel Strategy: Embrace a multi-channel / retailer strategy to reach consumers when and where they purchase.
- New Canadian: Narrow in on the importance of the new Canadian and identify the diverse needs of this shopper both online and in-store.
- Consistent and Seamless Experience: Ensure a seamless and unified experience across all channels. Omni shoppers are often loyal to brands that provide consistent and convenient experiences.
Food Distribution Guy’s Final Thoughts
Online marketing is a long-term trend that has been increasingly integrated into our daily lives, especially for the younger generations who rely on mobile devices. It is a way consumers manage their budget and avoid impulse purchases. Here are 2 statistics brands must ponder when they employ an online strategy, or their product will be left behind on the shelf:
- 49% of shoppers plan ahead before shopping to manage spending.[10]
- 81% of online searches are unbranded.[11]
References:
[1] Omnishopper, www.productssup.com
[2] Unlocking Canada’s Omnishopper, Carman Allison, Nielsen IQ, Grocery Business, July / August 2024
[3] Navigating the Road Ahead: A Western Canada View, Nielsen IQ, April 2025
[4] How Big is the Fast-Moving Consumer Goods Market, www.straitsresearch.com
[5] Key Points about Omni Shopping, AI Overview
[6] Navigating the Road Ahead: A Western Canada View, Nielsen IQ, April 2025
[7] Navigating Today’s Truly Omni Marketplace, Nielsen IQ, June 2024
[8] Unlocking Canada’s Omnishopper, Carman Alison, Grocery Business July / August 2024)
[9] Unlocking Canada’s Omnishopper, Carman Alison, Grocery Business July / August 2024)
[10] Carman Allison, Nielsen IQ, Grocery Business, November / December 2024
[11] Unlocking Canada’s Omnishopper, Carman Alison, Grocery Business July / August 2024)