NIQ REPORT
Is it Dairy, Deli & Bakeries turn for Online Growth?
The Shift from In-Store to Omni Purchasing has reached Fresh Items
While overall we see stabilizing for Online vs In-Store, as it comes to Dairy, Deli & Bakery, we see slight increases in all three areas for Penetration Online. Bakery has the highest penetration online closing in on 40%. Consumers used to focus on non- fresh items for online purchases, but with the increase of ‘Buy Online, Pick Up In Store’ and Instacart still being important, fresh items within Deli and Dairy continue to gain buyers online. Cara Golberg, Director of Consumer Panel at NielsenIQ shares, “Online platforms, like Amazon, have become the search engine for all CPG, which often leads to the purchase somewhere online, as well”. How frequently these online purchases occur for Dairy, Deli and Bakery items, however, that has stayed flat over the latest 3 years. More & more consumers are joining in on the ease.
Dairy, Deli and Bakery categories under-index with low income households, likely due to the shorter shelf-life of items. Larger Households, with older Head of Households continue to be a key driver for these categories.
These trends stay consistent online, as well. Online, no surprise, tailors more towards the younger millennials who are looking for convenience in their shopping – which purchasing online allows. Golberg shares, “This effects more than just Dairy, Deli and Bakery. Gen Z leads the charge with a strong preference for innovative tools and practices, Millennials and Gen X focus on balancing mental health alongside their busy lives, and Boomers increasingly seek solutions to enhance emotional resilience and manage aging-related stressors.”
on average between $13-$30 less per year on these departments compared to 2YA. Manufacturers and retailers will need to differentiate themselves by price, product size, promotions, etc. to win vs. the competition.
Private labels are no longer just a low-cost alternative; they’ve emerged as a strategic growth engine for retailers worldwide. Golberg shares how recent insights and innovations in this space highlight how consumer preferences, economic pressures, and technological advancements are reshaping the private label landscape. Private labels have become a critical tool for fostering customer loyalty, offering unique products and value propositions that keep shoppers coming back.
Several key factors are reshaping consumer behavior and retail strategies, contributing to this evolution.
Economic uncertainties have made value a priority for many shoppers, prompting them to consider private labels as reliable options that deliver quality at an attractive price. Simultaneously, retailers are elevating private labels through customization and innovation, introducing premium and niche offerings that cater to trends like sustainability, wellness, and convenience.
This shift is enabling private labels to compete not just on price but also on relevance and uniqueness, transforming the role of private labels from being supplementary to becoming essential drivers of customer loyalty and market differentiation.
Shoppers Continue to Seek Value Through Private Label
Buyers are getting more conservative with their wallets, especially within Deli, Dairy and Bakery. There is a reduction in dollars per buyer and per trip across each department, both online and in store. Buyers are spending
WHAT’S IN STORE | 2025 © 2025 International Dairy Deli Bakery Association
The March Marketplace
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