Americans spend about $1 trillion buying food every year. This is an enormous number so let’s break it down a bit:

• About half, or $500 billion, goes to buying groceries
• The other half is spent at restaurants
• 1% - 2% of groceries are bought online, the lowest of any category (compared to more than 50% of computer hardware and software)

That means consumers spend about 99% of their food budget at physical locations such as supermarkets, grocery stores, restaurants, farmers markets, and one-stop superstores.

Point taken.

This is why we’re building a really neat store locator that will help people find amazing products nearby. Our mantra is to help people “discover great food,” whether that means online or in the real world. That way, when you’re browsing through the 45,000 products at the typical supermarket, you’ll have the scoop on some of the tastiest stuff there. Or if you have a craving for that special something right now, we can help you find it nearby.

Note: Food is a big market so estimates will vary. Plunkett’s Alamanac believes the U.S. food industry is about $1 trillion (half restaurant, half grocery) and that online has a 1% penetration of grocery. Forrester believes online penetration is 2% of a $300 billion grocery market.

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