The big picture: We're now in the era of "treasure-hunt grocery shopping," as the Wall Street Journal recently put it.
The average shopper purchased grocery items at 20.7 unique retailers between March 2023 and February 2024, per data firmNumerator.
That's up nearly 25% from the same period in 2019-2020.
What they're saying: "Consumers have more options than ever before when it comes to their grocery shopping," Numerator analyst Amanda Schoenbauer tells Axios.
They "can more easily switch up where they shop to take advantage of deals and to capitalize on convenience."
