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141.7 million Americans bought groceries online at least once in 2022, accounting for an estimated $135 billion in sales, according to CapitalOne Research. And while online grocery shopping exploded during the pandemic, growth is still expected to top 20% annually through 2025.
Increasingly, brands that shoppers used to only find at their local grocery stores are innovating to meet digital customers where they are.
At Adweek’s Retail Media Summit this week, General Mills senior customer manager Baza Futrell and Instacart senior director of food brand partnerships Morgan O’Hara talked about how their partnership came together.