It's a mature market, shall we say. The majority innovation was the A&P back in the '20s or whatever, and then once they started adding Starbuck's and banks to them the segment was mature.

People shop for groceries differently than they shop for other stuff. "Buying groceries" is an errand, with a list of things you need and some other stuff that might be nice because you cruise by it. It is a concentration of diverse foodstuffs and dry goods for your shopping convenience and that concentration convinces you to buy other things.

You don't impulse buy Alexa the same way you impulse buy a candy bar. Nobody puts together a "home electronics list" the way they put together a grocery list. Even look at Fry's - they sell electronics and home appliances. Period. What do they have on the way to the checkouts? Candy, magazines and gift cards, same as any grocery store.

People will go buy a plasma TV and pick up some M&Ms as an impulse buy. They will not go buy M&Ms and pick up a plasma as an impulse buy.