According to data gathered by the Feedback Group, more shoppers intend purchasing items from brick-and-mortar stores than using alternative channels.  Thirty-four percent of Walmart shoppers will use stores compared to 11 percent that will reduce visits to stores.  For Costco the ratio is 33 percent more to 16 percent less and for conventional grocery stores, 28 percent more to 11 percent less. 

Rural residents and the elderly are more inclined to in-store shopping.  In contrast, urban residents will shop more on-line along with Millennials.  Whole Foods and Amazon Fresh will experience the highest expected on-line grocery shopping support followed by Walmart.com and Target. Rural consumers will favor Walmart and Aldi.