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Digital Commerce in the Supermarket Aisle

Strategies for CPG Brands
Details about the survey

Profile of survey respondents

Deloitte conducted a large-scale study across both the consumer market and CPG executives. The research methods presented in this report include a survey of 43 executives and senior managers engaged in activities related to digital commerce at CP companies, in-depth interviews with retail and CPG executives, and a large-scale consumer survey of 2,040 online shoppers who are responsible for shopping and food preparation for the household.

For more information about the respondents, see below.

Consumer – Online Shopper





Household income


CPG Executive



Company size/Annual revenue


Time spent on digital commerce activity



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As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.


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