More Canadians are buying their groceries online, signalling a market shift with a potentially broad impact on real estate, consumer behaviour and an already highly consolidated grocery market.
While Canada’s online grocery market lags significantly behind the United Kingdom and the United States, aging baby boomers and convenience-seeking millennials are driving major chains to rework their supply chains.
Prof. Sylvain Charlebois, director of the Agri-Food analytics lab at Dalhousie University, says online grocery shopping in Canada only has a penetration rate of around two per cent, compared to the U.S. at three per cent and the U.K. at over seven per cent.
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