The grocery shopping experience is evolving rapidly. There are so many ways to encourage consumers to buy pecans from showing up in physical stores, using e-commerce platforms like Amazon and Instacart, mobile apps, and social media. The rise of omnichannel shopping (interactions with brands & retailers through multiple touchpoints such as online, in-store or through mobile apps) means that consumers now expect a seamless experience, regardless of how they shop.

While many factors have shaped the way we shop – from technological advances to new eating trends, the pandemic played a pivotal role in accelerating this evolution. In 2019, e-commerce accounted for just 3.4% of total grocery sales. That figure surged in 2020 and is now projected to reach 16% by 2027. The shift to online isn’t about abandoning physical retail stores; but rather, it’s about taking advantage of digital and physical experiences in a way that enhances convenience, makes things personal, and offers customers a good value.
This blending of channels broadens the playing field for the grocery industry, but it also raises the stakes. Digital and in-store efforts both play crucial roles in influencing the way they perceive the store, their loyalty, and ultimately, whether they purchase a product or not. Even in-store decisions are shaped by digital advertising such as mobile coupons, social media inspiration & product discovery, and on-the-go searches. In fact, a recent report found that a staggering 69% of all grocery sales have been influenced by what customers saw digitally.

For those of us in the pecan industry, this new retail landscape presents exciting opportunities as we look to grow by shifting the way people see the original super nut – from baking staple to nutritious snack. At the American Pecan Promotion Board, we’re embracing these channels and experiences with a strategic and results-driven approach. Our retail and e-commerce efforts are created to meet shoppers where they are, giving them the easiest access to pecans to put immediately into their carts.

In 2024, our promotions spanned more than 3,000 grocery stores nationwide, featuring a mix of in-store sampling, seasonal advertising, and displays that took pecans out of the middle of the aisle and brought them to the front of the aisle. These initiatives not only had people talking, but delivered real sales results, with an average sales lift of 55%. Our partnerships with leading digital grocery platforms—including Instacart, Amazon, Walmart, and Kroger—enabled us to reach people online, generating $2.69 in sales for every $1 in advertising we invested.

From in-store trial to discovering things online, we’re making sure pecans have a consistent, fun and eye-catching presence across the shopper journey. Whether someone is browsing a display in a local retailer or are inspired to add pecans to their online cart through our Instacart ads, our goal is to make that experience seamless, efficient, and effective.
As we look ahead to the rest of 2025, we are taking our learnings and building on this momentum to driving value growers, and consumers alike. The grocery landscape may be shifting rapidly—but with the right strategy, the opportunities for pecans are bigger and more flavorful than ever.

About the American Pecan Promotion Board

The American Pecan Promotion Board (APPB) is comprised of pecan producers and importers dedicated to promoting the benefits of pecans, growing its position in the marketplace, and developing new uses for pecans. Founded in 2021 and operating under the oversight of the USDA, the research and promotion program allows industry to collectively fund and pursue efforts that drive demand for pecans. APPB is based in Fort Worth, Texas. To learn more, visit EatPecans.com.

¹ Source: Grocery Doppio/FMI, State of the Industry, Omnichannel Grocery Shopper, January 2025

² Source: Grocery Doppio/FMI, State of the Industry, Omnichannel Grocery Shopper, January 2025

³ Average of sales lift from data provided to APPB by Fareway, Redner’s, Giant, Walmart and Kroger in 2024

⁴ Average return on ad spend from FY24 results, data provided by Catalina, Instacart, Amazon & Chicory