The way we shop for groceries has dramatically transformed over the past few decades, and dairy is keeping pace every step of the way. From in-store shopping to the modern era of one-click convenience, the shopper journey has evolved, and Midwest Dairy is embracing new strategies to stay front and center in both digital and in-store spaces.
Today, marketing success depends more than ever on meeting consumers where they are and, increasingly, that’s online.
Online Shopping Habits
According to a study conducted by Mintel, just 47% of shoppers now purchase all their groceries in-store. That means 53% blend online and in-store options, and the digital number continues to rise. While Baby Boomers still prefer traditional aisles, younger generations are increasingly turning to the convenience of online grocery shopping.
Shopping habits shape how consumers interact with products. As consumer behavior shifts, dairy promotions must meet them where they are, whether through a digital recipe or store shelf sign.
Convenience is important in online grocery shopping. Most digital shoppers cite time savings as their top reason they add items to their cart. Others say it’s easier to track spending (31%), find better prices (41%), or work from past lists (31%). This matters because once dairy is in the cart, it’s more likely to return again and again.
In-store Shoppers
But don’t count out in-store shoppers. Nearly half of grocery buyers still prefer brick-and-mortar stores. They value familiarity, freshness, and the ability to see and touch items. In fact, 46% worry about freshness, and 30% don’t trust others to choose substitutions.
Both digital and physical shoppers deserve our attention. That’s exactly what an integrated marketing strategy delivers. Social media, digital ads, email marketing, packaging, podcasts, in-store signage, and influencer content all are part of the consumer touchpoint ecosystem. This unified approach, called integrated marketing, ensured every tactic works together to deliver a consistent message.
This means dairy promotions must not only work at the dairy case but also in the palm of a shopper’s hand. Whether browsing TikTok for a smoothie recipe, scanning coupons on a retailer app, or comparing brands online, marketers have opportunity to influence their choices.
Online grocery shopping isn’t new, but it has rapidly evolved. Back in 1989, Peapod introduced the concept, requiring software installed from CD-ROMs. Fast forward to the pandemic, necessity shifted online shopping from optional to essential. “Buy Online, Pick Up In Store” (BOPIS) exploded in popularity. Stores installed pickup lanes, built separate buildings, and trained in-store shoppers.
Before the COVID-19 pandemic, only 32% of consumers used online grocery services. By 2024, that number had jumped to 53%. The growth continues, as our research shows that the online segment is projected to grow at a compound annual rate of 8.9% through 2029. That’s more than five times the rate of in-store growth. By 2029, online grocery sales are expected to account for 17% of all U.S. grocery sales.
Even in physical stores, digital touchpoints matter. Consumers often consult apps, scan QR codes, check reviews, and search for recipes, all while standing in the dairy aisle. Sixty percent of shoppers say they notice products in-store after seeing ads online or on social media.
What is Next?
That’s why the Midwest Dairy team works with retailers on hybrid strategies focusing on pairing in-store signage with digital ads, video displays with email campaigns, and product placement with influencer recipes. It’s all about driving consideration, awareness, and ultimately, conversion. The bottom line: The path to purchase is no longer linear. It’s a web of experiences, media, and moments that span kitchen tables and digital screens. That’s why checkoff efforts are rooted in flexibility and reach, ensuring dairy is present in the relevant touchpoints of the shopper’s journey.
From traditional signage to TikTok, from influencer newsletters to in-store demos, each element works together to move dairy from the shelf to the cart and then to the home. In today’s retail environment, success means evolving with the shopper, and Midwest Dairy is doing just that.